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.
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