Google Search turned 20 last month and to say searching the internet has changed over the past two decades would be an understatement.
In the beginning of the search age, it was largely served as a directory for other web destinations. As time has gone on, Google Search became a place to find answers and advice. The good news for searchers is that the technology behind search keeps getting better and these days, search behavior has become a lot more natural and of ease to searches.
Therefore, search has lead to big movements in consumer behaviour. As marketers, what do we need to know about crafting an effective search strategy.
Search Behaviour is Personal
People now believe they can find answers to their very specific questions by using Google Search. They trust search to deliver the right response at the right time.
- There has been 60% growth in mobile searches “__ for me” in the past two years.
- There has been an 80% increase in mobile search for “__ should I __” in the past two years.
Finding answers to their queries is a personal thing and it is not about finding the best answer that exists, it’s about finding the best solution for your personal needs.
Consumer Expectations are High
It is obvious that consumers turn to search with extremely high expectations. They’re turning to search to find everything from the latest products to finding the best advice and every time they do, they’re demonstrating their intent. They want prices and locations but they also want inspiration and advice and they expect Google to provide this information as quickly as possible.
- 84% of consumers are shopping for something in up to six different categories, at any given time
Today, people are always shopping with the widespread presence of smartphones and increase of WiFi, consumers are always shopping. Google has identified that shoppers are more demanding, impatient and needy for their answers than ever before!
Types of Consumer
Power shoppers / seasoned shoppers use various different channels of online shopping and use retail apps instead of a web browser.
These type of shoppers like:
- Customer service when shopping online
- Store-based shopping conveniences & capabilities
- To search and browse
Millennials are aged 18-34 years, considered “digital experts” and purchase on multiple channels and use their smartphone to make payments in store.
These type of shoppers like:
- Social media for ideas/inspiration
- Retail Apps
- Seeking advice from friends and family
- Making purchases online
Consumers are Researching Everything
No decision it to big or small for today’s consumers when it comes to search. Even when people don’t know exactly what they want, they turn to search to get inspiration and ideas. People are also becoming more opening to discover new brands than ever before!
Mobile searches for “brands like” and “stores like” have grown over 60% in the past two years And when it comes time to purchase, they want it immediately. Search interest in “open now” has grown 300% between 2015 and 2017.
What Does This Mean for Marketers?
Search is allowing marketers to look into real time insights across media to be able to predict their target audiences and therefore this creates an opportunity for marketers to predict what their consumers will need throughout their buyers journey!
As technology evolves, so will consumer habits. The main thing to remember as a marketer is that all searchers assistance every step of the way and by remembering that you’re creating the best opportunities for your business/brand.