The Internet of Things (IoT) technology is a concept that has been anticipated for a while now. It is a phenomenon of internet connectivity being added to everyday objects such as smart home appliances that are Wi-Fi enabled and have the ability to communicate with each other over the internet. This will see the introduction of smart home appliances that will be able to operate automatically. A good example is home air conditioning system, it collects weather information from the internet and automatically adjusts the temperature. This technology is also bound to create a great revolution in digital marketing. SEO experts will have to review their optimisation methods and come up with new strategies that will take advantage of the new devices.
Here are some ways how IoT is bound to affect SEO and online marketing.
- Greater emphasis on local searches
The smart devices heavily rely on location data, so there is bound to be a greater emphasis on local searches. SEO professionals will need to tailor their practices to a more location-based system. Most of the smart devices will have small screens, meaning users might not have the time to go through unnecessary and irrelevant data like they would on computers. Local directories are expected to be more popular.
- Fall in the rate of Organic click-throughs
As conversational queries increase the organic click-through rates may start to decline. Users will rely on IoT Technology throughout their daily lives from figuring out how long it will take to bake a perfect cake to ordering more paper towels and many of these commands, orders and conversations will not require users to visit websites. This may seem like a bad thing, but if played right cuts out a middle step of the process. Instead of optimising for click-through rates in search engine, you will need to optimise to be found by IoT searches.
These are some of the ways IoT will affect digital marketing and will make it much easier to alter strategies according to the changing needs and consumer trends.