How ‘search’ became the new brand in the SEO landscape


Nate Burke, CEO of Diginius, explains the importance of optimizing your products to respond to this change in behavior, while remembering to build on your brand to become the ultimate company

Was Ask Jeeves right when it came to asking consumers for quick and quick search results?

Marketplaces now dominate the online sphere, resulting in more unbranded searches performed by online shoppers looking for solutions to their queries, rather than a product with a brand name. These days, global brands can expect 58% of their searches to be unbranded, while, surprisingly, for small and medium businesses the figure is much higher, at around 81%. Of course, for many businesses that rely heavily on their brand awareness and research to generate revenue, this increase can be a cause for concern.

However, virtual and online marketplaces are now seen as one of the most effective ways to grow globally, both for established businesses and small brands, as they account for almost half of all global e-commerce sales. While these platforms were once a place for small independent brands, online retail giants such as Amazon and Walmart are starting to develop their own markets, capitalizing on the nearly $ 2 trillion spent. every year in the top 100 markets.

The shift in research can be attributed to a number of changes in the way we buy, consume media, and use technology. Notably, the growing access to voice search, with Alexa and Google devices now regular features in our homes, has encouraged the boom in question-based research.

Naturally, the competition on these platforms is increasing. So, to ensure that their products are presented to the right customers, companies need to work on product optimization, while leveraging their brand to encourage trust and repeat purchases.

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Recreate the online shopping experience

One way to do this is to align in-store and online experiences. For example, although in the days of treasure crawling, shopping shrinks in favor of the online environment, consumers still seek these unique and personalized brand experiences.

In fact, 33% of consumers prefer to buy one-off products rather than mass-produced items, which companies should use as an opportunity to innovate within their product offering – to develop something that other large retailers don’t. not.

Etsy is the perfect example of how independent sellers have come together on a virtual marketplace platform to offer consumers just that: the ability to find unique, handmade products, combined with the ease of making. Online purchases.

E-commerce and PPC perspectives

Google processes over 40,000 search queries every second. While some of these are guaranteed to be branded searches, many are following the growing trend for solutions, creating a strong case for brands to focus their efforts on delivering those results through search engine optimization. research and product descriptions.

For example, suppose a consumer is shopping for loungewear. Emotional and descriptive words that create a tailored feel and result should play in your product descriptions, such as “warm loungewear”, “comfortable loungewear” or “soft loungewear”.

The idea here is to refine the descriptions to give people exactly what they want when performing these specific and niche searches. And in the age of voice search, it’s crucial to ensure that products are optimized with precise and specific descriptions.

The same approach is also effective for product announcements. Descriptions and targeting cues should be tailored to customer research in order to generate the best results. Although it may seem like a tedious task, using PPC software and analysis tools can help you automate, test, and tune activity for optimal performance. For example, through the use of dynamic ads, copy can be fine-tuned to ensure that it is directly relevant and personal to each searcher to encourage clicks and conversions.

While Google remains the go-to advertising platform, we still recommend running ads on Microsoft’s Bing platform, as companies often find that they generate better returns and require less budget. Indeed, Bing is much less competitive than Google, with fewer advertisers bidding for the same keyword, although search volumes remain attractive.

Likewise, with the rise of social media commerce, with Facebook Marketplace and Instagram Shopping leading the way, as well as Amazon advertising, companies looking to capitalize on changing search and buying habits have a certain number of tracks to explore.

And while these tactics can help present products to customers in an increasingly competitive, solution-driven search environment, others, including retargeting, can then help build brand awareness. This way, brands can capture customers who may have been in the discovery or research phase when they received the initial ad, as well as customers who may be ready to redeem.

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Full circle

This solution-based environment is similar to that of Ask Jeeves, or, as it’s called today, The question answer activity was a perfect example of how a search engine can respond to the needs of consumers and provide quick answers to their questions. However, it was launched ahead of its time.

It’s interesting to see how the circle has come full circle, with consumers needing quick and instant results, and perfectly positioned to meet that need. AI has advanced this algorithmic model somewhat in the current environment led by Google, but one would have imagined, at another time and place, that Ask could have been a pioneer in advancement based on the research, rather than being the nostalgic ulterior motive that remains today.

It’s also a great example of the ever-changing online marketplace. What consumers need today may not be what they want tomorrow. While unfortunate in the case of, companies that can stay ahead of the curve by paying close attention to changes in consumer behavior are far better off than those that remain stagnant. And brands, regardless of their size or scale, should definitely pay attention and align their product descriptions to fit into a much more solution-oriented environment.

But while adapting to changes, it’s important to never lose sight of the brand. Customers will always inherently seek confidence in their purchases, and a simple flash offer is not enough to distract them from a brand that offers quality and confidence in its delivery.

While unbranded searches are the trend today, any sustainable business needs to be backed by a strong brand – one thing that will never change.

Written by Nate Burke, CEO of Diginius

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