Magazine article Marketing

Marketing Digital Report: Search - Keep Your Eye on the Prize

Magazine article Marketing

Marketing Digital Report: Search - Keep Your Eye on the Prize

Article excerpt

If you have ever seen a search marketing presentation, the chances are it included the famous 'heat map', which shows where eyeballs typically focus when looking at a search results page.

You probably know the one - the red cloud at the top left of the screen showing where you're getting the most attention from and, if you get the content right, it will show that the majority of clicks will be on the first three or so listings; mainly natural, some paid.

Well, the landscape is now changing. A new Enquiro Research heat map illustrates how life just got a lot more complicated. Now with blended search - most pertinently Google Universal, where images, videos, news, blogs, maps and so on appear in the listings - the eyeballs are attracted to other areas of the screen on all search engines. Simply put, an image used on position number four, for example, grabs more attention than the top three listings. It may seem minor, but it has far-reaching effects.

You can't afford just to optimise your site; you need to distribute your content across the web. Go social with video optimisation, local listings and product placement (such as on Google base) as well as a good blog and news coverage.

What's more, with the results changing far more rapidly, and the risks of negative customer and media sentiment rising, the need to have a reputation-management strategy aligned to search is critical. …

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