Technorati reporting:
Two recent studies highlight the importance of search in the purchase
process and thereby provide indirect support for social search. GroupM
called it “The Virtuous Circle”—wish
I’d thought of that first. Their study early in the year found that 58%
of potential purchasers started with search while only 24% started with
the company site. 51% of the searches converted compared to 48% for
search and social combined in the purchase process (which they found to
generally be 15 days) but only 1% for search alone. A followup study by
GroupM, reported in Media Post,
showed 86% of shoppers using generic search terms before the shopping
trip and 90% clicking on the generic results when compared with branded
search.
It suggests that we should all be following social search best
practices because search is still key in the purchase process. Some of
those, according to Overdrive are:
• Create compelling content that is worthy of being shared and use sharing tools to encourage your visitors to share.
• Keep your social profile updated.
• Be sure your website and blog are socially enabled. Overdrive also has an excellent ebook on the use of chicklets.
• Understand how your content looks on the various platforms.
• Keep up to date. The controversy surrounding Google’s ‘Panda’ update is a good example.
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