This is an article ‘How search insights help build brands’ by Marc Primo
Search engines are valuable sources of information not only for internet users, but for every marketer as well. Results reflect the collective thoughts and interests of people from all walks of life; anywhere they are in the world. And because these data-driven results are constantly updated and cover a wide range of topics, time periods, and devices, it generates volumes of unique and authentic representations of consumer behavior. For any marketer, that would be a goldmine that makes data an undeniable commodity in today's times.
Analyzing search data can provide valuable insights into consumer preferences, brand performance, industry trends, and more. Let's take a deep dive into how brands can use search data to gain a more profound understanding of these factors and other relevant facets that can help build your brand.
The importance of using search engines
It's probably safe to say that, like many others, you're a frequent customer of Google's search bar. There might not be a day you haven't searched for something on the internet. Having a whopping 92.5% share of all online searches, Google is essential to consumers and brands with online marketing strategies.
As someone who frequently uses search engines to find the information you need, you have likely had similar experiences with other users. For example, a search engine will show you a few worthwhile activities if you want to learn about current trends in weekend activities.
Let's say you clicked on cooking an apple pie recipe and made a series of other related searches, such as where to find fresh apples in your area, what ingredients to buy, and which chef recipes you'd want to try. The search engine records all the sites you clicked out of that series to learn about what piques your interests.
Such an example may be insignificant by today's standards. However, the entire search process is a vital part of our daily lives. It's hard to imagine what it would be like to live without it, as most of us rely on search engines to help us find highly reliable information on a wide range of topics. Aside from this, it's often the first place we turn to when we need to know something.
Today, searching for anything under the sun on the internet is more than just a practice of finding information. Search engines have also become a powerful way to connect with our personal histories and interests.
We provide brands with insights with every search query
At the beginning of the year, as the pandemic continued, Google received over 8.5 billion searches daily. There’s also over one billion queries via Google Lens made on a daily basis and 63% of all organic searches in the country using a mobile device.
So, just think about all the times you've used search to look up something you've forgotten or find information about a specific event or person. These searches are like little stories in and of themselves, capturing moments or periods in our lives logged into a search engine's algorithms. They can be short and sweet or ongoing quests that take us on a journey over days, weeks, or even months.
Nevertheless, they become snapshots that your future online visits can use to show you precisely what you have in mind. Digital marketers today need to utilize both search advertising and behavior to create effective strategies to engage and encourage their target audiences to convert and remain loyal to a brand.
Focusing on consumer categories
By analyzing search patterns, including the essential five Ws and one H, elite marketers gain valuable insights into consumer behavior, market trends, and cultural shifts. Remember the sheer volume of data available for analysis sourced from over 8.5 billion Google searches per day and an average of four searches daily per active user. Imagine how many data points are factored in to give you the best results.
These statistics are why brands significantly invest in the power of numbers-derived consumer information. Today, 15% of daily searches are new, showcasing the diversity of search topics and languages used. In short, studying search patterns offers a rare and unparalleled window into the minds of generational consumers with different backgrounds and lifestyles.
Think of it this way. Search data is like the world's biggest consumer focus group, representing the entire 2.5 billion user population of the internet. A massive collection of anonymous behavior data can greatly enhance how brands understand their customers.
With this much consumer information at our fingertips, we can delve into various topics to discover larger patterns or slice the data by time or location to get more specific insights. You can also quickly find how search trends differ by region. By slicing the data generated from your site visits according to location, you'll better understand consumer behavior in different parts of the world.
These search practices prove that the possibilities to know target markets better are endless, and the applications or strategies for brands are vast and highly feasible.
Knowing what your audience needs
One of the great benefits of an extensive search data panel is the ability to view the data from various angles, including by geographic region. Our first example about weekend activity trends suggests that marketers may need to tailor their messaging around specific search intent to better align with the needs and behaviors of their target consumers no matter where they are in the world.
Search-driven insights are not only exciting but also highly actionable. Marketers can use this data to inform their decisions on various topics, such as investing in marketing partners or influencers, as well as current market trends.
Data helps brands adapt proper and effective messaging to specific geographic regions, adjust media spending to align with search patterns, and create engaging marketing strategies that achieve significant traction across the funnel. The possibilities are endless, and the value of search data in informing marketers has become more reliable over the years.
Such exact science benefits consumers in huge ways, including the most crucial thing they want– how they see which brands are authentic about addressing their pain points.