As expected, 2018 has been a big year for changes in search trends, however one thing remains the same: Google’s continued domination as a search giant. What’s left for debate is the way in which consumers interact with Google’s results, and how brands engage with these consumers.
So far this year, we’ve seen voice search, local listings, and mobile indexing as three significant updates made to keep up with changing consumer and advertiser demands. In his latest byline in Search Engine Watch, Jason Tabeling, BrandMuscle EVP Performance Marketing, monitors these changes over the course of nine years and identifies trends in paid and organic search, shopping listings, and local listings.
“It’s important to consider your integrated strategy for both paid and organic search. Brands are owning more and more of the search real estate. It is vital that you have a strategy that does not give up ground to these brands, but focuses on your core strengths and differentiators. For example, perhaps you can’t afford to buy the keyword ‘car insurance,’ but you can own ‘SR-22 insurance’ as a term, given your company’s key strengths.”
For more insights and trends from Jason’s latest Search Engine Watch byline, check it out now.