Have you started optimizing your specialized digital content for the
search results?
Search engine marketing firm iProspect and research and consulting firm
JupiterResearch surveyed 2,400 online consumers about their habits in relation
to blended or “universal search”. “Since users have historically ignored the
vertical offerings of the major search engines, a marketer might conclude that
users aren’t interested in that type of content, and as a result, not invest in
producing or optimizing digital assets,” said Robert Murray, President,
iProspect. “But that would be a mistake — the findings of this study make that
quite clear. Marketers have a great opportunity to claim more search shelf space
by optimizing their news, image, and video assets.”
Key finding from the iProspect study include:
- 36% of search engines user click “news” results within blended search
results, while only 17% click a “news” result after conducting a
news-specific search
- 31% of search engine users click “image” results within blended search
results, while 26% click an “image” result after conducting an
image-specific search
- 17% of search engine users click “video” results within blended search
results, while only 10% click a “video” result after conducting a
video-specific search
- While images are the most clicked type of result after a
vertical-specific search, news items are the most clicked type of result
within blended search results