I know I’ve said it before, and I’m going to say it again; to get the most from SEO or any online marketing strategy for that matter, you have to develop an integrated strategy. What does that mean? It means you can’t just rely on PPC or SEO, you have to diversify.
Now, some new research shows that you can use display ads to help change how consumers search and find your site or products online. Your consumers are constantly exposed to display ads, more commonly known as banner ads and other graphic ads you typically see on the websites you visit. Searchers and consumers subconsciously adapt the language and terms they see in these ads to shape how and what they search online. New research from comScore shows just how that is affecting searcher’s habits and keywords.
The study demonstrates that consumers exposed to display advertising were more likely to search for brand terms (i.e. automotive manufacturer), and segment terms (i.e. vehicle class), than unexposed consumers.
So, if you’re struggling to get better search volume on your brand names or segment terms, which is often true in niche business areas and new businesses, banner ads may be the perfect complement to your SEO project. You can help to teach your consumers how and what to search when they are looking for you and your products.
But just how much are these banner ads affecting search? Taking a look by industry, you can see the dramatic affect display ads have on search behavior. In travel and tourism, searchers exposed to display ads are 274% more likely to search on brand or segment terms than those not exposed to display ads.
And, these searchers are not just more likely to find you online; they are more likely to buy, too. Research also shows that searchers exposed to display advertising are 22% more likely to produce a sale than those who are not exposed.
The lesson here is that you can’t stop at SEO—you need to keep growing your online marketing efforts and trying new tactics to get the most out of your investment. Your online marketing can actually adapt search behavior, rather than just being dictated by it. Knowing how your consumer behaves online and using that knowledge to tailor strategies is the future of SEO success. Keep up with the latest studies and research that will help you understand search behavior, trends and new technologies by checking out the latest from eMarketer, comScore, and Hitwise. Don’t forget to check out their blogs for the most current news and trends in online marketing research!