When it comes to an understanding of the world of digital marketing, Lance Bachmann, CEO, President, and founder of 1SEO has all of the answers. 1SEO is an award-winning company that’s accolades include two US Search Awards in October 2019. The company leads the industry in digital marketing and is also a Google Premier Partner and Facebook Marketing Partner.
Lance Bachmann was interviewed twice by Google, in 2017 and again in 2019. Google wanted to discover how the company had risen to the top of existing marketing firms in North America by producing successful results for its clients.
Bachmann’s previous experience has much to do with his current success as the leader of 1SEO. He has long worked in the digital marketing industry, while both digital and cellular technologies were booming. Bachmann realized early on that many digital marketers failed to understand the potential that the Internet would offer for digital marketing. However, Bachmann was unlike the rest and recognized the possibility that the Internet provided. He started adapting his product so he could keep up with the evolving times.
According to Bachmann, in 2020, website owners will need to prepare to go beyond Google because ignoring other search engines means you could wind up with poor rankings in those areas. Google is a valuable player when it comes to search engine rankings, but it might not even be where your target audience is most active.
Other trends in digital marketing, according to Bachmann, include the popularity of voice search. With new tools like Alexa Google Assistant making their way into everybody’s homes, digital marketers need to prepare for voice search. Google Assistant uses a Speakable BETA software that helps to answer people’s queries about topics. When asked something, the assistant offers three relevant articles and can read them back to the individual utilizing a text-to-speech markup. News sites should consider the lucrative opportunity here because when the assistant answers the question, it sends the full article’s URL to the user’s device.
Bachmann also encourages digital marketers to pay attention to Google’s changing focus, where keywords are concerned. Google is currently looking more at topic modeling and semantics, and starting to pull away from keywords. So, keywording may also soon be a thing of the past.
However, according to Bachmann, E-A-T (Expertise, Authoritativeness, Trustworthiness) is something that SEO strategists already know and will continue to use. While E-A-T won’t help with your rankings, it is important for YMYL pages (Your Money or Your Life).
Given his experience and proven track record in digital marketing, Bachmann’s advice is well worth considering.