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With Three Ways to Search, Where Is Digital Marketing Headed? Understand who and how consumers use desktop, mobile and voice search to improve your marketing efforts BY WELTON HONG
D
iversity seems to be a big player in every industry today, so it’s probably no surprise that window covering companies should look to diversify their digital marketing efforts when it comes to optimizing for different types of search.
That’s right: There are different types of search. Specifically, I’m referring to desktop, mobile and voice. And your window treatments business must optimize for all three. Each has such a strong position that window companies can’t afford to ignore any of the three in search engine optimization efforts. Here’s what you need to know about the search trio.
Desktop: Tried and Still True Desktop refers to searches that come from traditional computers (including larger-scale laptops) and not truly mobile devices such as tablets
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and smartphones. While it’s true that mobile internet searches surpassed desktop a few years ago, desktop search remains a major way people discover information. More than 63 billion searches are conducted on desktop every year. It’s a fairly static number, so the rise of mobile isn’t knocking that market out of play anytime soon. In addition, certain types of searches are more likely to be performed on a desktop. For example, retail searches divide fairly evenly between mobile and desktop. Those looking for reference or how-to materials are equally likely to use either type of device. About 75 percent of business-to-business searches are conducted via desktop. Window covering companies that offer commercial services definitely must keep desktop searchers in mind.
