Despite that global dominance, it’s important for search marketers to also consider other traditional search engines.įor example, the following search engines attract the largest share of searches within their primary region: Google, Bing, and Yahoo make up 95% of the worldwide desktop market share of search engines. This ability to index multiple content formats and provide dynamic, relevant search results pages is why traditional search engines will continue to be a catch-all destination for searchers. MUM is multimodal, which means it understands information across text and images, and in the future, can expand to video and audio. Google announced a new technology in 2021 called Multitask Unified Model, or MUM, which aims to more efficiently answer complex queries that may previously have required multiple searches. Perhaps apart from Wikipedia loyalists, traditional search engines remain the dominant destination for users seeking information online. The following are just a few examples of the variable nature of users’ search engine consideration sets, and the platforms that should be on every search marketer’s radar. Search data is not only a key input into content and advertising strategies, but also it provides valuable insight into the mindset of high-value audiences (HVAs).Īs a result of technological innovation and shifts in user behavior, modern search marketing strategies must now consider a significantly broader set of platforms than ever before to effectively understand and market to target audiences and capture true search demand. Search is also one of the most valuable user behaviors for marketers because it is an expression of users’ needs and intent. It’s no surprise that Google is the most-visited website across the globe and all the top 10 most-visited websites worldwide feature a search experience that is core to the user experience. Search is one of the most common human behaviors in the digital space. We need to erode the distinctions we have historically made between traditional search marketing domains (e.g., Google and Microsoft Bing) and the broader ecosystem of digital platforms. Their location when conducting a search.Demographics and psychographics of searchers.Ultimately, these scenarios illustrate that when building a search marketing strategy, marketers need to consider the context behind a search, such as: If you’re vacationing in San Jose, consumers in your area are statistically more likely to find lunch on DoorDash, whereas New York consumers are more likely to order through Uber Eats. Now imagine if you were crunched for time and had decided you’d rather order lunch in your room than go out to eat. In other words, if a restaurant in the area wants to attract this audience, their marketing strategy needs to extend beyond Google to include these platforms. searchers between the ages of 18 and 24 go to TikTok or Instagram when looking for a place for lunch, according to Google’s own internal research. You might think that you’ve just completed the most common search journey to lunch. Over 80% of searches worldwide occur on Google based on the latest search engine market share data. So you go to Google Maps and search for “best lunch restaurant near me”, a topic that’s more than doubled in search volume on Google in the last three years alone. You’re eager to enjoy the best local cuisine your destination has to offer.
Imagine you’re on vacation, it’s approaching noon and you’re starting to feel hungry.
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