Search engines seek to evaluate and index the information on the World Wide Web to ensure the most relevant results are delivered to users. In their relentless quest to improve the quality of search results, Google, Bing, and other major search engines regularly evaluate the criteria they use.
Google’s search results algorithm is especially important. As by far the most dominant search engine on the planet and the source of the majority of traffic for many websites, there’s a reason webmasters ask “How high?” when Google says “jump.”
Businesses in the beauty industry that bank on generating and converting online leads have to pay attention to the evolving SEO trends that are bound to have the greatest impact on the industry. We look at some of these trends below.
1. Video Optimization: The beauty industry is extremely visual. Few of us would ever be comfortable buying a dress, shoes, purse, cosmetics, and similar items before we’ve laid our eyes on the product. An image can serve the purpose, but video is even better. Thanks to the proliferation of smartphones and the grown in Internet bandwidth, video content is fast becoming a rich source of visitor traffic.
Unlike text content where the user has to read through acres of product description paragraphs, video is more user-friendly, convenient, and can communicate the message in a much shorter time frame.
But creating videos for your products won’t guarantee a sharp rise in traffic. For starters, your video must be excellent if it’s going to appear among the first Google and YouTube search results. In addition, and importantly for SEO, the videos must be optimized for the right keyword phrase.
2. Voice Search: People are constantly searching online for answers to beauty-related queries. Whether it’s seeking solutions for dry skin or finding out how to stop hair loss, there’s a reason the beauty, health, and fitness industries dominate search queries. Since no two individuals have identical beauty challenges or aspirations, the questions can be quite varied.
Voice search has been around for a while now but is only bound to grow. The more sentence-like queries that are characteristic of voice search are especially useful for beauty questions since they allow the user to ask for exactly what they want to know. We are not far off from a time when the bulk of search engine inquiries will be from voice search. Beauty industry players must start to align themselves early for this future.
3. Influencer Marketing: You’ve probably heard of the “Oprah Effect” or the “Shark Tank Effect.” This occurs when otherwise small business was/is featured on the Oprah show or Shark Tank and the publicity and stamp of approval from such high-profile personalities causes a huge surge in sales thereafter. This is an example of influencer marketing.
The beauty industry is extremely competitive, with very little separating any two rival products. One way a beauty business can get ahead is to associate itself with an already successful brand.
Influencer marketing has been around for a long time, but social media platforms like Instagram, Facebook, and Twitter have driven it to new heights while greatly increasing the list of influencers one can choose from. Beauty products can tap into relevant influencers in the hope of gaining favor with the influencer’s target audience.
4. Mobile-First Indexing: In 2016, the number of mobile internet users surpassed desktop users for the first time. This was a pivotal moment that was indicative of the rapid growth in smartphone use. Smartphones are cheaper and more portable than desktop and laptop computers and are rapidly becoming the most dominant device used to access the Internet. It was therefore not surprising when, in 2018, Google deployed a mobile-first indexing policy for search results.
That means that one of the factors determining search results ranking is the quality of the mobile user interface. Since the beauty industry relies heavily on images, website content could easily get distorted when viewed from a mobile device if there isn’t an active effort at ensuring a mobile-friendly version of the website is available. Failure to have a mobile-friendly version not only means your website steadily getting downgraded by Google but also the visitors who do show up on mobile devices will be disappointed and likely never return.
Tweaking your tactics and strategies in order to conform to these trends will increase the chances of your website ranking well in search results.
Photo: Guilherme Stecanella via Unsplash