Still, most communicators haven’t updated their Google strategies to keep up with the digital giant’s new “mobile first” mindset.
For example, over 20 percent of Google searches are conducted by voice. That number is as high as 55 percent for teenagers, according to Northstar Research. Despite this, not many PR people consider how Siri or Google Now affect their SEO.
“They should at least be writing content in a more natural tone so they’re speaking the same conversational language as mobile customers,” says Martin Shervington, Google’s only small-business advisor in North America.
Failure to account for voice search is just the tip of the iceberg. Shervington offers three more mistakes that many communicators make when using Google’s suite of tools:
1. Not being familiar with Android devices. PR pros seem to prefer IOS and iPhones, Shervington says, “but you should at least check out how Gmail, Google Drive, Google Search and Google Maps interact with Google My Business on Android.”
The results will give you unique insights into how you’re being found and viewed by Android users. “This is a big step toward optimizing your presence on the platform,” he says.