How social media is causing habitual changes to website users and what this means for web designers and marketing managers
We all know how powerful social media is and how it is engaging more people than ever. It is important to understand how it's influence is changing global habits for website use and surfing.
Google reports, and as business owners, our website statistics reveal changes which can be witnessed in as little and six monthly increments. These changes illustrate the habitual changes in website use.
What does this mean?
Well, it is presented in various ways, such as the length of time your users are using your website, the bounce rate or the how they navigate your pages. The largest fundamental change, however, is how users engage with your content and how quickly they move on. What this means is our websites now need to present optimised content designed to engage and capture attention much more rapidly, our content must also provide targeted information much sooner ensuring the user journey is optimised for shorter interface with our web media.
This shortened attention span is a direct result of changes in surfing habit brought on by social media and the expedited access to information via mobile platforms and mobile search. As digital marketing professionals, web designers and online strategists we now need to consider this important change in browsing.
Milestone changes; voice search
The growth of, and enormous uptake in voice search, which is a consequence of social popularity, Siri, Alexa and others contributing to the way search engines are being used. Long format keywords and spoken language styles mean web content will need to adapt to stay relevant and visible. Voice search is aiding this shift in browsing habit and forms part of a revolution in social media style browsing bite-sized, little and often.
What this means is, content needs to align itself with trending topics, be factual, highly relevant and provide a positive user experience quickly - only then are we converting a user into a customer, prospect or member.
What should you do?
Reassess your content value and ask;
- Is this helping my customers?
- Is this providing factual bite-sized consumption, which can be accessed and quickly digested?
- Does it answer a question?
- Is there a call to action?
If you would like help with your content strategy, digital marketing or are considering freelance consultancy call 08451 303 404