The rise in personal searches

When people are looking for trusted advice, they usually go to a family member or loved ones for the best information. However, according to the latest data* this now includes search as consumers believe that their answers to a specific question are out there and they trust the search to give them the information they need.

Some examples of personal searches include:

• Houses for rent near me
• Do I have school tomorrow?
• How much is my car worth?
• How often should I wash my hair?
• What can I make with chicken breast?

Moreover, the way people are searching is changing. In the last two years, there has been an increase in searches that include personal language such as: “me”, “my” and “I”.

• There has been a 60% increase in growth in mobile searches for “__ for me” in the past two years.
• There has been a 80% increase in the growth in mobile searches for “__should I__” in the past two years.

People now have the world at their fingertips as everyone can get a little help when they need it through personal searches. Here are a few more example of what personal searches can be used to for.

Solving a Problem

When it comes to solving a problem or self-diagnosing, people immediately turn to search and they expect content that meaningfully and quickly addresses their needs.

Exploring Around Me

For help locating a late-night pizza place, the nearest hospital, or the new hotspot, people use search to connect and discover with the world around them.

Getting Things Done

Whether it’s returning a phone call organising a shopping list or planning a night out, search helps people get their daily tasks done quickly.

Everyone is using search engines to guide, advise and inform a personal decision whether they are big or small. Search is used this way to find information quickly and get information that is personalised and relevant to that user. In this day and age, marketers need to be targeting their SEO to more personal searches to match the recent increase of data.

*https://www.thinkwithgoogle.com/feature/personal-searches/#/