Search Share, Anyone? Qwant, Swisscows, Yandex, Yippy? (Oh, Sorry, Yippy May Be a Goner)

May 17, 2021

A recent study by marketing firm Adam & Eve DDB examined the impact of search-result placement on brand visibility over the past six years. McLellan Marketing Group summarizes the findings in it’s post, “Share of Search.” A company’s “share of search” is the percentage of searches for its product category that result in its site popping up near the top. The Google Analytics dashboard helpfully displays organizations’ referrals for specific keywords and phrases, while the Google Keyword Tool reports overall searches for each term or phrase. The study checked out the metrics for three examples. We learn:

“[Adam & Eve DDB’s Les] Binet explored three categories: an expensive considered purchase (automotive), a commodity (gas and electricity) and a lower-priced but very crowded brand segment (mobile phone handsets). The results were very telling. Here are some of the biggest takeaways:

Share of search correlates with market share in all three categories.

Share of search is a leading indicator/predictor of share of market – when share of search goes up, share of market tends to go up, and when share of search goes down, share of market falls.

This long-term prediction can also act as an early warning system for brands in terms of their market share.

Share of voice (advertising) has two effects on share of search: a significant short-term impact that produces a big burst but then fades rapidly, and a smaller, longer-term effect that lingers for a very long time.

The long-term effects build on each other, sustaining and growing over time.

Share of search could also be a new measure for brand strength or health of a brand by measuring the base level of share of search without advertising.

While share of search provides essential quantitative data, brands should also use qualitative research and sentiment analysis to get a more robust picture.”

We are told that when a brand’s search share surpasses its market share, growth is on the way. Yippee! How can one ensure such a result? Writer Drew McLellan reminds us that relevant content tailored to one’s audience is the key to organic search performance. Or one could just take the shortcut: buying Facebook and Google ads also does the trick. But we wonder—where is the fun in that? Yippy? Yippy? Duck Ducking the search thing?

Cynthia Murrell, May 17, 2021

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