Have you ever tried the same search phrase in multiple search engines? If you haven’t, you may be in for a surprise.
(Photo from Nike.com)
I selected Nike Free running shoes as the product for this study of online searching. The searches are based on what the average consumer would use searching for the business and/or the products/services/venue provided by the business. I tested the below keywords and/keyword phrases on Facebook, Pinterest, Instagram, YouTube, Siri, and Google.
“Nike Free running shoes”
“Nike Free shoes”
The search results are displayed in the table below to allow an easy way to view the data in reference to the phrase and media channel.
“Nike Free running shoes”
|“Nike Free shoes”||
|Men’s Journal Review, Real Buzz, Nike Free Run page, Running Shoes Guru Review||Groups – Nike free shoes. Products – not related, Public posts about Nike shoes, Posts from friends about Nike shoes.||Dicks Sporting Good Blog, Corporate pages, reviews|
|fashion blogs, retail||fashion blogs||Walmart, Nike Corporate, Urban Outfitters|
|individuals, fitness nuts/personal trainers||individuals, fitness nuts/personal trainers||Nike Free Run corporate|
|YouTube||personal trainer reviews||retail review, personal trainer reviews||personal trainer reviews, Nike corporate|
|Siri||Nike Corporate, Amazon, Nike Corporate, Eastbay||Nike Corporate, Finishline, Foot Locker||Nike Corporate, Zappos, Foot Locker, Amazon|
|Finishline, Nike corporate||Nike Corporate, Finishline, Dicks Sporting Goods, Nike||Nike corporate, Dicks Sporting Goods, Nike Corporate|
I learned an important lesson of the importance of blogs in IMC. I was shocked to see fashion blogs show at the top of the list with Facebook and Pinterest. Additionally, I found it interesting that the results varied between drastically between channels. According to Hubspot blogs have several benefits to your online marketing: it drives traffic to your site because of the frequent posts and search engines indexing the new content. It helps establish authority for the subject matter. Additionally, blogs drive long term results by increasing search engine ranking.
When beginning my searches for this project, I was concerned with the engines confusing the model name “Free” as shoe model for an adjective describing the price. With a search objective of finding the business and product, fewer words worked best. Searching “Nike Free” is what got me to the Nike Corporate sites and retail stores for all channels. The longer phrases picked up more noise from fitness and fashion writers and bloggers.
Search engines and media channels have different reasons for site visitors. Some want just a link to a site, while others may want an expert review or hear consumer personal experience. Neil Patel explains in his article Why Social is the New SEO, although Google organic searches are still the primary way people are finding what they want on the web, more people are searching within social media channels. Google is the largest search engine, and second is YouTube is the second largest (also owned by Google). Facebook’s search engine is vastly different from Google by the way it indexes the content and user settings. Twitter manages 2.1 billion queries daily and it rapidly growing.
As we move forward with social SEO, the takeaway is to remain active in your social medial networks. Know what is important to your customers, keep current, and continue your improvement process.
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