When it comes to digital marketing and advertising, there is no generation more savvy than generation Z. It’s worth mentioning that generation Z or Gen Z for short, has a fast growing presence within marketing with many of them able to market themselves as social media influencers successfully. This means appealing to them and optimising your SEO for websites with them in mind is a critical step that should not be overlooked.
Before knowing how to optimise your website for Gen Z, it’s important to understand what that term means and who they are.
Who Is Generation Z?
The next generation, where does it start and the last one end? Gen Z is generally referred to as anybody born between 1997 and 2016. This age group is perhaps still too young to market to comprehensively however, Gen Z makes up roughly a third of the World population. Collectively they have vast buying power worldwide and are the largest consumers of content ever. From youtube and on-demand videos to live streaming music, Gen Z is almost constantly connected to the internet in some way. This makes them a powerhouse generation for SEO.
It’s important to remember that Gen Z has grown up as digital natives. This means they have grown up alongside the largest leaps in consumer technology developments known to man. The proof is in the pudding, a study showed that in a technological proficiency test, the Office of Communications found that an average 6 year old far outperformed the average 40-year-old in the UK. Clearly displaying Gen Z’s grasp of technology, it’s safe to assume that this generation has a much higher understanding of how they are being targeted by digital advertising and marketing which is why it’s important that your efforts aren’t fruitless.
Marketing To Generation Z
Generation Z is bucking the trend of finding a brand they’re used to and sticking with it. Studies have shown that Gen Z is prone to dropping brands fast if they don’t earn and retain their loyalty to them.
Generally speaking, Gen Z doesn’t engage with display advertising or traditional digital marketing strategies as much as other generations, instead, they interact most with sponsored lenses and more interactive strategies in their favourite apps. This can include videos in apps like Tik Tok and Youtube.
SEO & Generation Z
There is debate between top psychologists that study digital behaviours, whether Gen Z has a shockingly low attention span or they have developed a ridiculously fast content filter dubbed “The 8 Second Filter”. What’s important to remember is that whether it’s a short attention span or an 8-second filter, this generation isn’t hanging around to wait for your website to load.
The most fundamental SEO strategy to finding and converting Gen Z is to have a fast load time on your website. Our SEO team works hard to ensure that the pages we work on are as fast as possible on all devices for this very reason. It’s not all about a fast load speed though.
The 8 second filter means that not only does your website have to load fast but your content has to convey your brand’s message whilst engaging someone to read more, at the same time, instantly. This sounds like a nigh on impossible task however, that’s where we come in. Optimising your website’s content to do exactly this using a flurry of skills and techniques makes sure that your site works hard for the end-user.
Whilst it’s obvious that Gen Z has this ‘filter’, studies have also shown that once they are engaged with content, they will spend hours reading and digesting each page of a website until they are knowledgeable on your brand. Expert content writing that is optimised helps to fully engage this generation with your brand.
Evidence has shown that Gen Z is the first generation to utilize long-tailed keywords. Reinforcing the importance for well developed onsite content. Gen Z is some of the most adept search engine users out there today. Knowing and understanding the inner workings more than any other generation before them and being able to find exactly what they’re looking for in mere moments, is due to their use of long-tail keyword searches.
It’s deeper than long-tailed keywords though. Search engines are gearing up for AI developments in understanding rich text and natural language processing. Essentially that means asking Google full-sentence questions as a consumer. As a business with a website, it means writing content that is meaningful, showcasing your expertise and rich with quality information.
As well as using search engines much more efficiently than previous generations, technology such as Google Lens, Siri & Alexa have paved the way for searches that are image-based from translating any language in existence instantly to voice command searches such as asking Siri where the nearest fast food restaurant is.
This means writing content that answers the questions surrounding your industry in a meaningful way to both the customer and the search engine. It’s also worth focusing on where this technology looks to seek answers. Optimizing your Google My Business account can really enhance your presence on search engines for location-based searches, including google lens image searches.
Contact Us For More Information On How SEO Can Help Your Business
Our team of SEO experts stay constantly with their finger on the pulse in terms of the very latest trends and updates in search engine optimization to ensure that the services we offer are purposeful and powerful. For more information on how we can help your website reach the right customers and increase brand awareness, call us on 01271 603085 or contact us.