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🚀 Mastering SEO Search Intents Part 2

September 17, 2024

Howdy Readers 🥰 

In this newsletter, you’ll find:

💪 Mastering SEO Search Intents Part 2

🎯 New Meta Ad Tools to Boost Holiday Sales

🔍 Consumers Demand Enhanced Website Search & Holiday Shopping Insights

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SEO

💪 Mastering SEO Search Intents Part 2
Insights from Samy Thuillier

In continuation of our previous article on SEO search intents, we now explore more nuanced strategies that can brands elevate their visibility and capture ready-to-buy audiences.

1️⃣Branded Search Intent

What is it?

Branded search occurs when users specifically search for your brand or products. It demonstrates higher intent as they are already familiar with your offerings.

Examples: “Nike running shoes,” “Apple iPhone.”

What to do:

  • Develop dedicated brand pages optimized with variations and common misspellings of your brand name.

  • Monitor and respond to reviews or mentions online to enhance brand authority and trust.

  • Use structured data to highlight reviews and star ratings directly in search results.

Example: A landing page titled “Nike Running Shoes – Official Store,” incorporating user reviews and variations like “Nikey shoes.”

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2️⃣Comparison Intent

What is it?

When users want to directly compare two or more products or services to make an informed decision.

Examples: “Mailchimp vs. ConvertKit,” “Shopify vs. WooCommerce.”

What to do:

  • Create side-by-side comparison tables highlighting critical product differences like features, pricing, and unique benefits.

  • Provide expert recommendations to add value and influence buyer decisions.

  • Show customer testimonials and ratings to bolster trust and authenticity.

Example: An article titled “Shopify vs. WooCommerce: Which eCommerce Platform is Best for You?” with detailed pros and cons.

3️⃣Hybrid Intent (Informational + Transactional)

What is it?

Users are primarily looking for information but might be open to purchasing if the opportunity presents itself.

Examples: “Best running shoes 2024,” “Top laptops for gaming.”

What to do:

  • Write informative content that subtly includes product recommendations or links to your online store.

  • Leverage product schema markup alongside informational content to increase your visibility in search results and encourage quick purchasing decisions.

Example: An article titled “Top Laptops for Gamers in 2024,” featuring product links and direct CTAs like “Buy Now.”

By understanding these intents and crafting strategies around them, you position your brand in front of high-intent buyers while building trust and visibility. Continuously refining SEO practices based on search behavior helps capture users at critical decision-making moments, driving long-term eCommerce growth.

META

🎯 New Meta Ad Tools to Boost Holiday Sales
Insights from Facebook Business

As the holiday season draws near, Meta is rolling out new advertising tools and formats to help businesses engage shoppers and increase sales. These updates focus on enhancing ad performance through creative variety and AI-driven shopping campaigns.

The Breakdown:

  • Promo Codes & Personalized Discounts: Meta now allows businesses to showcase discount codes more prominently in ads, simplifying the checkout process for customers. Personalized discounts and first-purchase offers are also being tested to further boost conversions.

  • Reminder Ads: Advertisers can use reminder ads to send frequent notifications about upcoming sales and promotions, keeping holiday deals top-of-mind for potential customers.

  • Site Links in Ads: Multiple landing pages can now be added to a single ad, allowing users to easily navigate to specific product categories like holiday gifts or skincare, making the shopping experience more seamless.

  • In-store and Tourist Targeting: Meta is experimenting with targeting features for in-store shoppers and tourists, enabling businesses to attract holiday shoppers both locally and from out-of-town visitors.

These new ad formats and features give businesses the tools to create more engaging, targeted holiday campaigns. By leveraging promo codes, reminder ads, and multiple landing pages, brands can connect with both online and in-store shoppers, maximizing their sales during the busy holiday season.

CONSUMER TRENDS

🔍 Consumers Demand Enhanced Website Search & Holiday Shopping Insights
Insights from Chain Store Age

As e-commerce continues to shape shopping trends, surveys reveal that consumers are frustrated with website search functions, and clear preferences are emerging for holiday shopping. Generational differences also play a significant role in how people approach gifting during the season.

The Breakdown:

  • Website Search Needs Improvement: A Constructor report shows that 68% of shoppers believe retail websites need better search capabilities. With 44% of consumers taking over three minutes to find products, and 42% rating the experience as average or below, personalization is also a concern. Many feel like “total strangers” while browsing their favorite online stores.

  • Online Holiday Shopping Preferences: SmartCommerce’s 2024 survey reveals that 86% of consumers plan to shop online for the holidays, often blending in-store and online strategies. Black Friday and Cyber Monday shopping remain strong, with 30% of consumers opting for home delivery, particularly among younger buyers who increasingly favor online-only shopping.

  • Generational Gift Trends: Gift preferences differ significantly by age group. Younger adults (18-26) prefer a balance of experiential, financial, and sentimental gifts, while 27-43-year-olds lean toward practical presents. Older adults (60+) tend to favor financial gifts, with 41% selecting them as their top choice.

To stay competitive, retailers must invest in improving search functions and offering personalized online shopping experiences. During the holiday season, providing free shipping, discounts, and flexible buying options will meet shopper expectations. Additionally, tailoring gift strategies to generational preferences will help brands maximize engagement and sales.

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⚡Meta’s Threads app continues its rise, ranking 6th globally in August 2024 with 28 million downloads, including 11 million on iOS and 17 million on Google Play. Despite trailing behind leaders like Instagram (64M) and TikTok (49M), Threads is outpacing key competitors like X.

🌏 Google’s August 2024 core update led to global ranking fluctuations averaging 4.48, marking the highest since 2021. Retail experienced the most significant shifts, surpassing the volatility seen in March 2024. Some websites showed improvement, though many saw little change.

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