Top Search Trends of 2015
In Mediapost,Jeremy Walker summarized the top 5 search trends of 2015 in his article, “TopSearch Trends This Year.”
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1. Audience
Company needs to understand “who” is searching
Company needs to know how to create search personas
Archetypes: exemplify typical searchers and buyers of company’s product or service
Method: a. conduct stakeholder interviews b. do competitive research c. analyze current search and website data
2. Mobile
Mobile paid search spending will surpass desktop in 2015
Mobile CPCs increases
Company should have a solid search plan for mobile
3. Content
Company should track search engines’ policy change Ex. Google adjusts how content is displayed and sources cited insearch results
4. Integration
Integrated into company’s marketing efforts a. Users’ search history --> buy targeted display media b. Search visits to landing pages & conversation behavior --> use as the basis for display, social, search, and email retargeting campaigns
Self-service tools: a. Facebook(retargeting and custom audience advertising) b. AdWords(paid search remarketing and GDN display retargeting)
5. Management
Build an internal team of experts
Partner with search professionals a. strong in search or media b. match your needs
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