Why it matters

Search strategies need to include crucial channels such as voice, social media or visuals to reflect 2020 consumer search journeys.

Takeaways

  • A successful search strategy in 2020 means understanding and building an approach for a holistic view of user search behaviour and intention.
  • A keyword-driven model is no longer necessarily capturing the increasingly fragmented user search journey.
  • Search requires clear set up and measurement strategies to allow alignment of activity targeting different intent states across platforms.

When marketers talk about “search”, the instinct is to think of the behemoth that is Google. But search has evolved beyond just “Googling” something to encompass a broad swathe of tools, platforms and technologies. A successful search strategy in 2020 means understanding and building an approach for a holistic view of user search behaviour and intention.