26 Oct 2022 Searches Are Getting More Specific
Searches have become much more complex and nuanced over the years as people use more specific language to navigate the vast library of the world’s digital information.
This growing trend to use specific language in Search can help provide clarity and direction to brands during economic uncertainty. People’s needs can be unpredictable amidst change, which means marketers can no longer just rely on historic data and projections as they plan for 2023. The key to stay on top is to look at people’s intent and, crucially, spot this early.
Search insights can be invaluable indicators of what’s happening in the moment — and help brands improve their outcomes during times of uncertainty.
How people search now
People have always used Search to understand new terminologies and current affairs, such as the rising cost of living. But it’s the terms they search for around these topics that change over time.
A search phrase is usually made up of two parts. One is the topic and the other the context-setter, describing what people want to know about a topic. We call these descriptive words “modifiers”. They help people navigate information more easily.
Search insights can help you stay close to what your consumers need and adjust campaigns accordingly.
Within Google Trends you can see how search interest evolves over a longer period — as it can take time for intent to turn into demand. When looking at search interest for a topic or product category in Google Trends it may sometimes seem like growth has stagnated and there isn’t any new demand. However, when you get more specific and look at changing modifiers people are using, you can spot their shifting interests and demands. In other words: you’ll find early customer intent.
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