Importance of Search

The Importance of Online ‘Search'

‘Search' is the ability to find what you are looking for. It's something that has become part of our everyday lives, whether searching for information on a new car, searching for someone compatible to spend the rest of your days, or when searching for suitable candidates to recruit.

The ability for us to find what we are looking at the click of a button is now taken for granted, although it's not always been as simple. The proliferation of sites like Google, linked in, facebook and other social media sites have allowed us to find what we want, when we want.

• The scary thing is; it's still a long way from reaching its optimum potential.

As a business it's important that you understand the importance of search and I want to highlight the benefits search can have on your business.

Developing Trust on Google

Google has become the most frequently used search engine on the WWW. To be ranked within the top ten results on Google is where the majority of companies aspire to be.

This is because of a number of reasons; according to Jansen and Spink (2006), seventy three percent of search engine users never look past the first page of returned results, which may be due to a reduction in trust, competence and popularity beyond page one.

This assumption would suggest that the rank of a site determines the amount of trust a consumer perceives a site exerts. Other brand associations such as quality and competence may also vary, depending on ranking position.

Google therefore, could be seen as a useful brand ally/endorser to those that achieve positions on page one, which is supported by founder of Netconcepts, Stephen Spencer (2008:42) who explains:

 

• "...I'm convinced that natural search trumps paid search in opportunity, considering a searchers primary focus on natural search results and the fact that they interpret natural listings as an implied endorsement by the search engine"

Search Engine Optimisation & Brand building

Research conducted by E-consultancy (2008) found that sixty three percent of (1000) company respondents made driving traffic their primary goal of SEO. However, the importance of branding as a primary objective of SEO was just forty four percent.

These figures would suggest that, although academics such as Tarin, (1998) and Chen (2001) believe that branding online is unnecessary, SEO is still viewed as a practical tool to build a brand online. SEO's affect on a brand can be explained using the advertising theory, ‘attitude-toward-the-ad' (Brumer & Kumar, 2000; Mackenzie and Lutz, 1989).

This concept has been defined as:

• "A predisposition to respond in a favourable or unfavourable manner to a particular advertising stimulus during a particular exposure occasion" (Lutz, 1985:46)

Research by Jansen and Spink (2004) has already shown that seventy three percent of search engine users never look past the first page of returned results, suggesting that online users respond more favourably to advertisements appearing on the first page of Google. Mcknight and Chervany (2001) also posit that top ranked sites on SE's communicate associations such as

• Stability
• Dependability
• Safety
• Competence
• Leadership
• Tradition
• Reputation
• Familiarity
• Wisdom

 

It is argued that positive attitudes/and associations that are formed towards an advertisement (based on its ranking), can also positively influence a consumers attitude towards the brand (Homer, 1990; Mackenzie & Lutz, 1989).

It could then be assumed that successful SEO helps improve both, brand image (i.e. via positive associations developed through increase in rank) and brand awareness (consumers are more aware of sites that are highly ranked) which are, according to Keller (1993), the two dimensions considered most important when building a strong brand.

Brand image relates to the way consumers perceive a brand, in terms of the reflected associations linked to that brand.

• Product attributes, unique benefits and symbols are examples of the determinants that build a brands image (Aaker, 1996; Keller, 1993).

Brand awareness relates to the ability of a consumer to link a brand with its product category. Research has found that brands that are more familiar or accessible to consumers, are more likely to be chosen over less familiar or accessible brands (Baker et al., 1986).

In a Nutshell

Search is important for business. It means a lot more than just being found; it can build trust and your brand.

With the growth of social media and search engines improving our ability to find what we want, those businesses that continually improve their presence surrounding search will reap the rewards identified in this small article.

By Gerry Gregoire - Marketing Consultant at Danbro