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The
modern search landscape: How and where to reach your
target audience
Today's
web users go beyond traditional search engines to
search. Learn about the platforms that should be on
every search marketer’s radar.
By
Dan Toplitt
Imagine
you’re on vacation, it’s approaching noon
and you’re starting to feel hungry. You’re
eager to enjoy the best local cuisine your destination
has to offer. So you go to Google Maps and search
for “best lunch restaurant near me”, a topic
that’s more than doubled in search volume on
Google in the last three years alone.
Over
80% of searches worldwide occur on Google based on
the latest search engine market share data. You might
think that you’ve just completed the most common
search journey to lunch.
However,
nearly 40% of U.S. searchers between the ages of 18
and 24 go to TikTok or Instagram when looking for
a place for lunch, according to Google’s own
internal research.
In
other words, if a restaurant in the area wants to
attract this audience, their marketing strategy needs
to extend beyond Google to include these platforms.
Now
imagine if you were crunched for time and had decided
you’d rather order lunch in your room than go
out to eat.
If
you’re vacationing in San Jose, consumers in
your area are statistically more likely to find lunch
on DoorDash, whereas New York consumers are more likely
to order through Uber Eats.
Ultimately,
these scenarios illustrate that when building a search
marketing strategy, marketers need to consider the
context behind a search, such as:
Demographics
and psychographics of searchers.
Their
location when conducting a search.
The
goal of their search journey.
*click
here for full article
(Seach
Engine Land)
Social
Media
Greg
Tingle
An
excellent in-depth article by Dan at Search Engine
Land on search and search engines. Over the past number
of years we have all learned that there's so much
more to search that Google, although to their credit
they remain number one in almost every country (political
interference) being why they are not in some. Bing
and Yahoo! are going solid. I've been most impressed
by the strides by YouTube and Instagram. Not touching
TikTok due to questionable security measures. Facebook
is mixed, again due to political elements with some
censorship - and that happened to Twitter also (hurry
up Elon Musk and fix it). Wikipedia has been a godsend
to us so we make an annual donation to support them.
Blogger, Google's original blog platform deserves
mention. Putting a Google (or other) search box on
popular websites has merit, as we did with two of
our media and pop culture sites. Becoming an industry
destination website such as Search Engine Land also
works wonders with quality traffic, and the linking
authority reference spin-off. I search and discover
in search of the online Holy Grail. All the resources
are there to achieve the mission, just as Malcolm
Turnbull told me and the audience at the Australian
Google Business Conference.
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