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Organic Search: The Rules of Business have Changed
15 December 2014

Google and Search

Since the internet became widely accessible in the 90's, marketing has been constantly evolving to take advantage of a new way to communicate with audiences. Products and services available online 20 years ago were a fraction of what is now, these days "Googling" is a synonym for "doing some research". People have a source of almost endless information on almost any topic at their fingertips and they are making good use of it.

The way search has shaped consumer behaviour is keenly felt by businesses who have been slow to adapt. Amazon, Ebay and many other smaller ecommerce stores have sounded the death bell for many high street retailers who were slow or refused to adapt.

It is far quicker and easier to go on your iPad and buy something than to get in the car, drive to the shop, pay for parking then search for an item in a store. Oh, and then drive back in Saturday afternoon traffic. As much as we at Free Rein support local businesses, the way the wider population shops is changing with advancements in technology and internet connectivity.

Google is Paving the Way

From restaurant reviews via Trip Advisor to product reviews via Amazon, you can be sure that whatever it is a consumer is looking for, someone on the internet has shared an opinion about it. There are websites dedicated to reviewing TV's and home entertainment. Pop your head in and the detail to which people compare and contrast brands against each other will leave your mind reeling. But they will tell you which TV is best for watching movies or which is best for watching sports in HD.

Google as a search engine is incredibly smart and getting smarter. It already tries to finish your sentences with suggestions based on what popular searches are (local to your country) and it will be soon making a good guess on whether when you search "smart tvs" as to whether you want to buy or if you want to research based on your browsing history.

Companies who understand where consumer behaviour is heading have strategies in place to not just provide a website where people can buy things, but to provide a place where people will find the information they need to make an informed decision. This puts them in a better position to convert and gain repeat customers, but also to do well in search engines.

The Strategy:

  • Providing information 'around' a product
  • Assisting with buying decisions - warranty and returns
  • Managing feedback, providing a place for customers to review

As a business if you have a product or service, your number one priority in regards to digital marketing should be to make it as easy as possible for your customers to find you. Make this more likely by providing more content and information.

  • You can't push products any more, but you can educate and inform
  • Don't interrupt people, instead share value and add to an experience
  • Do it on your customers timetable, not yours
  • Focus on what your customers want and need

One of the most successful examples of a 'content strategy' would have to be Go Pro. A company that was born in a garage and is now the number one in it's market with a valuation of £5bn. When we think of Go Pro camera's we don't think of the technology behind it, we don't think of the specifications or how many megapixels it has. We think of what moments we can capture with them and the wide angle view they give. Go Pro's marketing has been about the cool things you can do with their products. While most of us may not canoe down white water rapids or do backflips while snowboarding, Go Pro sells the possibility and it's number one tool is content from people who do cool stuff.

That content is the link between your business and customer. Blogs, social networks and video sharing sites entertain, inform and empower your best prospects and clients.

Find out more about our digital marketing services here.