As marketers in the ever-changing world of digital, success depends on knowing what consumers want and expect from us. After all, it’s the only way we can deliver.
So, it’s interesting to see that a recent data release from Google tells us that personalized search is becoming more and more prominent among internet users.
No longer people are turning to their friends and family for personal advice and recommendations, but search engines too.
Consumers now believe that answers to their most specific questions are out there, and they trust search to deliver the right response at the right time.
“I use a search engine very often to guide, advise, or inform a personal decision (big or small). I use search this way to find the most accurate information quickly. When I search, I expect results to be personalized and/or relevant to me.”
Deborah H., 51
The way people are searching is shifting greatly!
Over the past two years, we’ve seen an increase in searches that include highly personal and conversational language—using words like “me,” “my,” and “I.”
When it comes to solving any problem or self-diagnosing, people turn to search—and they expect content that meaningfully and quickly addresses those needs. – Google
Google has shortlisted the fastest-rising personal searches across key categories:
My car won’t start.
How much car can I afford?
How much is my car worth?
Sell my car
Find my car
Should I cut my hair?
Should I get bangs?
Why is my hair falling out?
What is my face shape?
How often should I wash my hair?
Freeze my credit
Where can I cash a check?
Check my credit score
Where can I cash a personal check
How far did I run?
What time should I wake up?
Track my run
My dog wont eat
What breed is my dog
What can I give my dog for pain?
Why is my dog shaking
As you saw, search today is all about structured answers. That means that brands have to directly answer the questions customers are actually asking.