Myriam Jessier, consultant and trainer specialized in web marketing, was the guest speaker at Isarta’s Midi Express to discuss the new trends to be taken into account in terms of search engine optimization. Here are a few points to remember from her speech.
Things are moving fast in the SEO field. For her 45-minute presentation, Myriam Jessier’s objective was to deliver some trends to know in order to make the right decisions as an organization.
From the outset, the speaker maintained that Google will increasingly position itself as an information provider rather than a simple search engine. In other words, Google will tend to provide information before people search for it.
To do this, the search engine will increasingly use artificial intelligence and machine learning. Indeed, since the creation of Google AI in 2017, the Californian company has been multiplying research and development projects in the field.
Searches made from anywhere and in any way
Initially, the search on the engines was done only by writing keywords using the computer keyboard. Today, with the development of cell phones and artificial intelligence, the ways to search for information are multiplying.
Let’s think about the growing use of Google Lens, an application that is still unknown to many people (including the majority of those who attended the Midi Isarta). On the subject of Lens, the speaker recalled that it had been used more than 8 billion times in the last year, three times more than the previous year.
The uses of Google Lens are multiple. The application allows you to take a picture of a product, to find it on an online store, to get an instant translation of its packaging while asking questions about it using the voice assistant. And all this can be done no matter where you are.
Technologies like augmented reality will also give Google a chance to fine-tune its offering. According to Myriam Jessier, this will allow transcription and translation within sight, a proposal quite similar to what the defunct Google Glass project was supposed to offer.
A recipe that changes little
If the technology surrounding search engines is evolving rapidly, many of the elements necessary to produce quality SEO content remain the same.
When it comes to writing content, the speaker reminded us that we must take into account what we want to communicate (our vision, our value proposition, etc.), what Internet users are looking for and also what Google favors (e.g., what Google considers to be the most relevant answer).
Finally, the consultant emphasized that the type of content must be aligned with search intent. This includes understanding the nature, intent and how the keywords relate to the stage of the customer journey and the characteristics of Google’s results.
