Stats – Online Shoppers Ready To Buy Favor Google, Shun Social Media

woman shopping online holding a credit card
chart illustrating online shoppers detination of choice for inspiration or purchase

Online Shopping | Browsing vs. Intent. Why we avoid social media.

People don't buy via social media. Yes, there are exceptions, but planning to be an exception is a risky strategy for most brands.

FaceBook and other social media sites are not a reliable source of revenue, and revenue is our goal.

People looking to buy start on Google, other shopping platforms, and branded sites. This is why we focus our efforts where we do - everywhere except social media.

Social media sites have value for branding and pre-sales and are a viable option for brands with deep pockets for this type of marketing.

Our core clients are interested in driving sales and maximizing their visibility on these search engines. (Yes, Amazon is a search engine, and so is Pinterest - BTW..)

Search Engine Marketing to Drive Sales

Appear at the top of the page for the searches people use when they are ready to buy. Contact us today to explore the possibilities!

How conversational searches change your search strategy

icon with two faces

Be Relevant. Be Useful. Be Responsive.

graphic 65 percent increase in do i need searches

Source: Think with Google

As technology becomes more intuitive, people are changing the way they interact with it. In search, we are seeing that people are beginning to use more conversational search queries, which allow them to ask more pointed, specific, and personally relevant questions about the products and services they’re interested in. This not only enables people to cut through the clutter, getting them answers quickly and efficiently, but it also gives them the confidence that they’re getting exactly what they need.

We’ve written before about a rise in searches for needs specific to an individual, or “for me” searches. What we’re describing here is searching with natural language in a manner reminiscent of asking for advice. Much like when they talk to a person, people are starting to use “I” in their searches.

In the past two years:

  1. Mobile searches for “do I need” have grown over 65%. For example, “how much do I need to retire,” “what size generator do I need,” and “how much paint do I need.”
  2. Mobile searches for “should I” have grown over 65%. For example, “what laptop should I buy,” “should I buy a house,” “what SPF should I use,” and “what should I have for dinner.”
  3. Mobile searches starting with “can I” have grown over 85%. For example, “can I use PayPal on Amazon,” “can I buy stamps at Walmart,” and “can I buy a seat for my dog on an airplane.”

It’s not just a matter of “can I” or “should I.” Two years ago, people were more inclined to use simple, utilitarian search queries to find what they were looking for, typically typing in the service or product and little else. Today, in addition to those utilitarian searches, we are seeing search questions that are becoming more specific and conversational. And this is happening across a variety of categories.

industry icons

  1. Finance: From “bank account” and “open bank account online” to “what do I need to open a bank account?”
  2. Personal Care: From “best shampoo” and “[shampoo brand]” to “what shampoo should I use?”
  3. Auto: From “car brands” to “which car should I buy?”
  4. Real Estate: From “mortgage calculator” and “mortgage rates” to “can I get approved for a mortgage?”

What does it mean for marketers? Whether a person’s intent is obvious or masked behind something that seems more like seeking advice, create responses that meet nuanced customer needs.

  • Because consumers are growing more and more at ease with technology, consider using more natural language and creating intuitive experiences across all of your digital touchpoints.
  • In search, after locking down the key words and phrases typically associated with your business, think beyond those to consider more conversational phrases that customers might be using to find you.

Reach More of The Right People

A keyword strategy for your content. Reach the right people at the right time - the moment of interest.

Google Search 2018 Consumer Insights for 2019

People are always shopping, using natural language

graphic 84 percent of people are shopping

People are using more conversational search queries, which allow them to ask more pointed, specific, and personally relevant questions about the products and services they’re interested in. This not only enables people to cut through the clutter, getting them answers quickly and efficiently, but it also gives them the confidence that they’re getting exactly what they need.

Much like when they talk to a person, people are starting to use “I” in their searches. Mobile searches for “do I need” have grown over 65%. For example, “how much do I need to retire,” “what size generator do I need,” and “how much paint do I need.”

Marketers should lock down key words and phrases typically associated with their businesses and then consider natural language search phrases that customers might be using to find them.

They want things nearby and now

graphic near me searches

Whether it’s a jar of spices or a restaurant, today’s impatient consumers want things at the moment they need them — which is typical “now.” Even “near me” searches aren’t just about finding a specific place anymore. A “near me” search is about finding a specific thing, in a specific area, and in a specific period of time. And if you want a crystal clear example of purchase intent, consider this:

  • “Near me” mobile searches that contain a variant of “can I buy” or “to buy” have grown over 500% over the last two years. These include things like “where can I buy stamps near me,” “places to buy scrubs near me,” or “where to buy vinyl records near me.”
  • We’ve also seen over 200% growth in mobile searches for “open” + “now” + “near me” (for example, “restaurants near me open now,” “stores open near me right now,” and “pharmacy near me open now”).

To read the full article click here to go to Think with Google.

More research = fewer regrets

Consumers use search to optimize their lives. It lets them feel more confident and less anxious.

Search isn’t just about buying things. People use it to find experiences as well. Whether it's taking a vacation or going out to dinner, people curate their experiences before they go.

The research process becomes part of the experience itself, helping to build anticipation before they even set foot out the door. Working out the details in advance — prices, maps, schedules — reduces anxiety and allows people more time to enjoy themselves once they arrive. One person, Google spoke to boiled it down to one simple, powerful statement: “I wanted to research so I wouldn’t have regrets.”

Source: Think with Google

graphic people search for restaurant wait times

They’re looking for look-alikes

Sometimes shoppers must face the reality that the exact thing they want is out of their price range. But today’s research-obsessed consumers aren’t letting price get in the way of aspiration. They realize they have the tools to find something similar to that aspirational product, but that’s more practical for them.

Mobile searches for “that looks like” grew by over 60% in the past two years. For example, “inexpensive tile that looks like wood,” “Honda that looks like Ferrari,” “furniture that looks like pottery barn,” “rock that looks like a diamond,” and “new furniture that looks like antiques.”

Voice-activated-speaker owners welcome brands

Voice-activated speakers were a hot holiday item last year and were gaining in popularity even before Christmas. So Google surveyed over 1,500 people who own Google Home or Amazon Echo voice-activated speakers. Among things we discovered, it turns out that parents are power users and Boomers see the devices as empowering companions with serious potential.

Importantly for marketers, people who own voice-activated speakers welcome brands as part of the experience. And they are open to receiving information that is helpful and relevant to their lifestyle. In fact, one respondent said the ability to purchase things made it feel more like an actual assistant. “I went from asking it questions to now it's sending me actual products. Way more involved, way more real,” he said.

What would voice-activated speaker owners like to receive from brands?

chart showing interest in topics for voice activated search

SEO Ranking Factors for Search Results Page from SEMRush 2017

The Keyword Agency SEO Ranking Factors from SEM Rush

A 2017 study published by SEMRush has quantified the factors that influence rankings on search engine results pages. This study is valuable, in that it helps us understand what matters, and how much it matters.

ranking factors for search results page

If we put these factors into categories – these are the most important.

  1. Brand Popularity and Engaged Visitors
  2. Links-in from other reputable sites
  3. Content length and Keyword Density
  4. Security (HTTPS)
  5. Video on Page

 

The Cream Rises To The Top

Popular brands with a lot of visitors who are actively engaged in content get priority in algorithms. If your customers are interested in what you have to say, the search engines will agree you are important.

ranking factors for search results page brand 2

Links In from Other Sites

Links to your site and content from other sites with high-domain authority increase your credibility.

Links In

 

On-Site or On-Page SEO Tactics

The least important on a relative basis, but critical to the process for small to mid-sized companies are on-site and on-page SEO.

The process is necessary, but will not ensure rankings without people already interested in you and coming to your site.

On site or page SEO

Conclusions

Keyword strategy isn’t just about words. Keyword listening allows us to understand what people are interested in, and drive both content creation and navigation choices to provide a positive user experience.

A brand or company with a lot of user interest and engagement onsite will win, online -offline and on the first page of search results.

Your brand and branded keywords implemented correctly will result in top rankings for people searching for you.

semrush key takeways

Benefit from on-site SEO implementation services for your website. Learn more.

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