The Be Here Now of Consumer Search
For any business to have success reaching its searching customer base, they must exist online. They must have a well tended presence on the web. It needs to be comprehensive and it needs to be truthful, accurately reflecting all the attributes of that business, especially as it pertains to the information a searching customer might want to find quickly. A business must “be” where it can be found.
If nothing else, consumer behavior has proven that customers look for and do business within an ever-narrowing physical sphere. When we search for many goods and services – and for sure when we search on a mobile device – we tend to expect and anticipate results that are “close by.” I’m “here.” I’d like my search results to lean toward my “here,” because that is where I tend to do most of my business. As search on mobile devices continues to grow, and shortly (this year?) will eclipse desktop search, this only becomes more critical relative to how and what results appear in search.
Faster, with less distraction, and more conveniently consumable; this is how the mobile searcher best engages with content on their little phone screen. They head into a store quickly after consuming search info. They transact business faster after consuming search info. The mobile searcher is a bit of a Holy Grail for marketers. The mobile searcher is so far down the buying funnel, you barely need to place a pillow under them to have them comfortably land as your new paying customer. Get to them in the “now,” when they are looking for you.
To me, all of this paints Google’s next algorithm shift as completely logical, nothing more than another step in the natural evolution of technology as it strives to become more “one” with we who use it. Am I a little off base? Sure, I may be. But I had a nice quiet weekend to simply “be here now,” and thought I’d share a rarely met moment of clarity in this search space as it flies in every direction, changing every time you look the other way.