Whether we like it or not, how people search for services and goods can dictate the fortunes of a lot of Las Vegas companies. So the question is: have you got your share of the search?
We have to stress the word share, because nobody gets a 100% click-through rate. At the same time, there is no sense optimising for a search term with no traffic behind it, or assuming everybody already knows your brand.
Adele Jolliffe wrote an interesting article arguing that share of search has become one of the most important metrics in digital marketing. It is a close cousin of share of voice in politics: who is getting heard the most?
The immediate thought is that bigger brands take a larger share, because of brand searches and because people click a name they trust. That is exactly what makes the metric useful — it tells you where you stand against the competition, and who the customer actually chooses to click. That brand awareness is powerful well beyond digital, in traditional media too.
What Metrics To Look For
- What percentage of search in your category does your brand take?
- How has that metric moved over time — is it climbing or slipping?
- How does it compare against spend and return?
Once that is in place, you can:
- Look for the openings that create growth.
- Bring all your marketing and advertising together, and understand the real power of the brand.
It should go without saying that click-through rates improve as brand awareness rises, and that search spend on natural results tends to fall as more people simply search for the brand name instead of a generic keyword.
Well Known Brands May Need Less Marketing Spend
The point lands when you think about a brand so established that it is searched for by name worldwide without any prompting. It needs very little spend to stay visible. That could be your business twenty years from now.
Let us be honest: SEO and pay per click only work if the user knows what to search for in the first place. Awareness has to come first, and that is built through social media and the more traditional forms of marketing. Let VisibilityBam help you increase your share of search.
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