In the bustling digital marketplace, standing out is like trying to shout in a crowded room. Remember the days when brand managers would rely on market share and brand recall?
Well, times have changed. Enter the “share of search” – a fresh metric that’s making waves in the marketing world. Let’s dive into why this is the new buzzword and how it can redefine your brand’s online presence.
What Exactly is Share of Search?
Imagine you’re at a party, and everyone’s talking about smartphones. Out of every 10 people, 3 are raving about the latest Brand A model. That’s Brand A winning the “share of conversation” at the party.
Similarly, in the online world, if out of 1,000 smartphone searches, 300 are for Brand A, then Brand A’s share of search is 30%. It’s like a popularity contest, but for brands on the internet.
Why Should You Care?
It’s Like a Crystal Ball: There’s some cool research showing that if more people are searching for your brand today, chances are, more people will be buying it tomorrow. It’s like seeing the future, but for sales.
Digital Footprint: Think of share of search as your brand’s digital footprint. The bigger it is, the more space you occupy in the online world.
Friendly Competition: It’s always fun to know where you stand in the crowd. Share of search lets you peek at how you’re doing compared to your competitors.
Tips to Rock Your Share of Search
- SEO is Your Best Friend: Remember when you’d tidy up before guests came over? SEO is like that, but for your website. Make sure it’s neat, filled with useful stuff, and easy to navigate.
- Paid Search is Like Renting a Billboard: Sometimes, you need a little extra push. That’s where paid search comes in. It’s like renting the best spot on the highway for your brand’s billboard.
- Keep an Eye Out: The digital world is always on the move. Use tools (like Google Analytics) to keep track. If you see a dip, don’t panic. Just recalibrate and move forward.
- Content is King: Ever shared a hilarious meme or an insightful article? That’s the power of content. Create stuff that people want to share, and watch your search share soar.
- Stay in the Loop: The rules of the game change often. Make sure you’re updated with the latest search engine algorithms.
A Few Hiccups Along the Way
No metric is perfect. Share of search can be a bit tricky, especially when you’re juggling different markets or when people are using voice search. But hey, every challenge is an opportunity in disguise, right?
In the vast expanse of the digital universe, share of search is your compass. It points you in the right direction and helps you navigate the choppy waters of online branding.
Brands like 42Signals help you steer in these tough waters by providing granular insights on Share of Search to better understand your online performance.