Possible solutions for marketers
Posted: Thu Feb 13, 2025 10:07 am
So, as a result, I think search marketers really need to start thinking about: What do we do when Google is taking away this opportunity? How can we continue to compete and provide value for our customers and our companies? I think there are three big paths — I won’t go into the details of the paths — but there are three big paths that we can pursue.
1. Invest in creating demand for your brand + branded product names to leapfrog the decline in unbranded searches.
The first one is quite powerful and very compelling, investing in demand generation rather than just demand serving, but rather demand generation for brands and branded product names. Why does this bosnia and herzegovina number data work? Well, because let’s say, for example, I’m searching for SEO tools. What do I get? I get a list of results back from Google that mostly have a bunch of articles saying that these are top SEO tools. In fact, Google has now created a little one-box, card-style list result at the top, a carousel that shows different brands of SEO tools. I don’t think Moz is actually listed there because I think they’re pulling from the second or third list instead of the first list. Whatever the case, it’s frustrating, it’s hard to optimize. Google could take away demand from it or get a click-through rate opportunity from it.
But if someone searches for Moz, well, guess what? I mean we can nail that sucker. We can definitely rank for that. Google is not going to take away our ability to rank for our own brand name. In fact, Google knows that, in a navigational search sense, they need to provide the website that the person is looking for front and center. So if we can generate more demand for Moz than for SEO tools, which I think Moz already has 5 or 10 times more demand than for tools, according to Google Trends, that's a great way to go. You can do the same through your content, through your social media, and through your email marketing. Even through search you can generate searches and demand for your brand rather than non-branded terms.
1. Invest in creating demand for your brand + branded product names to leapfrog the decline in unbranded searches.
The first one is quite powerful and very compelling, investing in demand generation rather than just demand serving, but rather demand generation for brands and branded product names. Why does this bosnia and herzegovina number data work? Well, because let’s say, for example, I’m searching for SEO tools. What do I get? I get a list of results back from Google that mostly have a bunch of articles saying that these are top SEO tools. In fact, Google has now created a little one-box, card-style list result at the top, a carousel that shows different brands of SEO tools. I don’t think Moz is actually listed there because I think they’re pulling from the second or third list instead of the first list. Whatever the case, it’s frustrating, it’s hard to optimize. Google could take away demand from it or get a click-through rate opportunity from it.
But if someone searches for Moz, well, guess what? I mean we can nail that sucker. We can definitely rank for that. Google is not going to take away our ability to rank for our own brand name. In fact, Google knows that, in a navigational search sense, they need to provide the website that the person is looking for front and center. So if we can generate more demand for Moz than for SEO tools, which I think Moz already has 5 or 10 times more demand than for tools, according to Google Trends, that's a great way to go. You can do the same through your content, through your social media, and through your email marketing. Even through search you can generate searches and demand for your brand rather than non-branded terms.