With 44% of shopping journeys starting on a search engine and ‘Google it’ still very much being a part of our vernacular, the use of search engines within our daily lives isn’t going anywhere.
Being visible on search engines means being visible for potential customers when they need you or when they already have a keen interest in your product or service. By ignoring search engine optimisation you are leaving leads, sales and potential advocates on the table.
The landscape of information discovery is changing, and it is key that we understand how customers are using different channels to drive business growth.
Search engines are ever evolving
You only have to look at the Search Engine Results Page (SERP) of a query to see how far search engines have come. When they were first released, search engines were simply directories – powered by keywords and links from one website to another. However as the internet grew, so did the powers of search engines. Fast forward to 2024 and search engines are powered by refined algorithms that frequently update, and having your website appear on the coveted first page is much more difficult.
Understanding the modern search landscape
When we’re talking about search engine optimisation in 2024, we need to think wider than traditional search engines such as Google or Bing. In a digitally focused world with a growing number of digital natives, we are seeing a shift in where we search and what we expect from the results. What is interesting to note is that the way in which we search hasn’t changed much at all – we still input a series of words or ask a question and press ‘go’ – but what is different are the results themselves.
Traditional search engines
Google does still lead the way in terms of market share of search engines, but we can’t forget the likes of Bing, Yahoo, DuckDuckGo and the many other ‘traditional’ search engines. However, these search engines are evolving quickly to better align with what type of results their searchers want. If we compare the search engine results page (SERP) of Google from even just 2019 to today, we can see a stark difference in how results are presented and what form information is given to us.
Social media platforms
Long gone are the days where we would just use social media to consume and share content. They have evolved into search engines within themselves, with users increasingly turning to social media platforms to discover information, products and services. Platforms like TikTok and Instagram expertly use the power of visual search and user-generated content (UGC), which helps their users find what they need.
Other search channels
Away from social media and ‘traditional’ search engines are other emerging platforms that you may not immediately think of. Websites your users visit often - Amazon, YouTube, even Google Maps – are all taking up a share of search traffic that may have traditionally stayed on Google or Bing.
Making the most of emerging search channels
If someone is searching for your product or service with intention to buy, then you really are missing out by not being visible within the answers. Below we’re sharing a few ways that you can make the most out of emerging search channels to be sure you can be found wherever your customers are.
Identify your target audience and their search habits
Who are you trying to target? Where do they go to find information? What journeys do your existing customers make? Depending on your service type, you might find that your user journey incorporates multiple search channels.
For example, if you are a restaurant, your customers may begin their search on Google Maps or Google itself looking for ‘restaurants near me’. Once they have discovered a shortlist of options they may head to TikTok or Instagram to find UGC or reviews of your food or service. For a product business, the search journey may be the opposite. A customer may open TikTok to find reviews of new products, before then visiting a traditional search engine to find the best place to purchase the product.
Conduct keyword research
Keywords are still the basis of searching, and you can’t go too wrong with conducting some keyword research. Understanding what your customers are looking for is key to know that you’ll be providing them with the most relevant content.
Define search intent
Once you have your target keywords, it’s time to start looking at search intent. What is the desired outcome of your customer for that query? This can give you the best indication of which search channel to focus your content on. If their search query could best be answered by UGC, then working with brand advocates on TikTok or Instagram might work best as that’s where your users are most likely to search for information. If it’s something complex or a tutorial to follow then creating a YouTube video may get you the most views.
Create content and optimise your search channel(s)
Once you know what your customers are looking for, what channels they’re using to find the information and what medium will be best it’s time to create and optimise. Make sure your content is high-quality, useful and original to gain the most traction, and don’t forget to optimise it so it’s easy to find.
Competitor monitoring
Whilst I’m usually an advocate of staying in your own lane, when it comes to performing well in search it is imperative to keep an eye on what your competitors are doing. Tools such as Brandwatch for social media and Rankalyzer for website search traffic for can help you understand what your competitors are doing and when they’re doing it.
Keeping up with the changing world of search
The world of search is evolving, and it can feel like you’re spinning plates trying to keep up with everything. I have only really scratched the surface in this article about matching search channels to your customers intent, there is much more to explore and discuss.
At Logic+Magic we’re ideally placed to support you on your journey of being discovered wherever your customers are. Don’t hesitate to get in touch with us to see how we can work together to grow your business through search engines.
Head of SEO
