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In July of 2018, Google rolled out its “PageSpeed” update. This is just one in a long line of search algorithm updates that have kept digital marketers on their toes. For example, Google now understands user intent better than ever before. Its algorithms can input the user’s context, such as the user’s location, search history, and other information, into the search equation. That’s why when you search, “Chinese restaurants” in New York, you don’t get a list of every Chinese restaurant in the United States. With the latest update, Google says it will prioritize fast-loading websites over slow-loading ones when ranking them in search results. Small businesses are particularly vulnerable to this change. They may host their websites in shared server environments that have limited resources. They don’t have the same web development resources that the big guys do, either. One 2016 survey found that only 21% of small businesses planned on improving their website’s performance that year. In addition to Google’s updated algorithms, the way people search has also changed. More people are using mobile phones to search than ever before. For many people, their smartphone is their most important tool for getting online. Local search and image search have also become important factors for marketers to consider. 30% of all mobile searches are related to location and 46% of all Google searches are local. Businesses that cater to a local customer base should focus extensively on their local SEO strategy in 2019. According to one 2017 report, 27% of all searches across the 10 major search sites were for images.
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If you haven’t already realized it, 2020 may be the year that a lot of people wake up to the dominance of artificial intelligence (AI). It’s sure to be at the heart of global business and industry in the future – and it’s already taking over many simple jobs. For example, Microsoft and Uber use Knightscope K5 robots to “patrol parking lots and large outdoor areas to predict and prevent crime. The robots can read license plates, report suspicious activity, and collect data to report to their owners.” You can rent these R2-D2-like robots for $7 an hour – which is less expensive than a human security guard’s wage: Just a couple years ago, Gartner analysts predicted that by 2020, AI technologies would be pervasive in almost every new software product and service – a prediction that Harvard Business Review seconded earlier in 2019.
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