Saturday, January 28, 2023

How 2022 Trends Will Affect 2023 Advertising 01/25/2023 - MediaPost Communications

Last updated Wednesday, January 25, 2023 16:05 ET , Source: NewsService

Trends such as changes in Google’s algorithms and product updates that shaped 2022 will have a major influence on the outcome of campaigns and strategies in 2023.

Zero-click content -- where a person finds the information needed in a search engine result page (SERP) without clicking through to a new page -- accounted for 25.6% of desktop searches and 17.3% of mobile searches, according to a NP Digital research paper that cites Semrush data.

NP Digital’s research paper outlines findings from anonymous data collected by the company’s platforms from Ubersuggest and Answer The Public.

Some marketers already know that search engine optimization (SEO) and paid search are not enough, and search and social are increasingly important to use together.

Consumers contribute as creators by leaving reviews on Google listings, YouTube videos, TikTok, and other platforms. Brands need consumers not just to buy once, but buy again. They need them to advocate on their behalf, publicly.

One interesting point is that keyword queries continue to trend toward longer-tail, information-based results. Long-tail keywords have always been important to SEO, but they now are trending to become more critical in 2023.

Being more specific and anticipating user needs may serve marketing teams better in the long run. The research suggests that long-tail keywords allow marketers to get granular as people adopt voice search and more detailed questions to search for what they need.

Companies can adopt a...

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