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 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.

Mobile: Not the Little Sister Anymore

Mobile search has grown incredibly quickly over the past five years. As of 2018, the number of searches conducted on mobile more than doubled those handled via desktop, and experts predict an additional 15 billion or so searches on mobile in 2019.

Certain types of searches bring out mobile devices at an even higher rate. Navigation and directions, company listings, social media and lifestyle searches are all heavy on mobile, which means window companies targeting these topics must understand how mobile users search for information.

This is also a good time to remind you that having a mobile-friendly website for your business is critical. Desktop remains relevant, but everyone—including Google—can see that search is becoming much more prevalent on mobile. It’s a slow takeover, but it’s happening, which is why Google has employed mobile-first policies.

If your site isn’t mobile-friendly, you’re likely to lose a huge number of searchers as soon as they navigate to your page. It won’t work on their device, so they’ll tap or swipe away. On top of that, you could lose your placement on search engine results pages because Google is penalizing sites that don’t work well on mobile.

Voice: The New Kid on the Search Block

Voice search is the latest addition to most people’s search capabilities. These searches take place when someone speaks their query into a device. A computerized personal assistant such as Alexa (Amazon), Cortana (Microsoft), Siri (Apple) or Bixby (Samsung) handles the details for them.

Individuals are increasingly turning to voice for searches that require a single, simple answer, such as where the nearest window company is or where they can purchase a specific type of blinds.

The downside of voice search is that it’s not always tied to a screen, so visual research is more difficult. However, many more devices that included screens debuted in late 2018 and sold well in that holiday season. Sales are expected to remain strong throughout 2019 and beyond.

Cross-Device Searches

Because each type of search comes with its own limitations, a growing number of people are engaging in cross-device searches. They might start the search on voice, asking Siri to find a relevant result. But that could lead the consumer down a rabbit hole of additional mobile searches, and eventually they may move to a desktop device where they can view a window coverings image gallery on a bigger screen.

Catering to Various Search Types

It’s important to consider the role of all these searches in how consumers find your brand online. Then you need to customize search engine optimization efforts to account for all three.

The first step is ensuring your website has a responsive design. That means it works well on all types of devices. It doesn’t make sense to simply show up on mobile or voice searches when your site itself does little to cater to those users functionally.

Second, consider the differences in search terms and methods employed across each device. This will be most apparent when you think about voice search because individuals are less likely to just use a key phrase. They’ll be asking questions exactly how they talk—which isn’t the same for all demographics and locations. Your business should take time to understand how your target audience refers to specific things so you can incorporate those phrases in site content.

Finally, make it easy for users to connect with your company and website online throughout their entire cross-device journey. Make it easy to share your pages via social media or email links so consumers can move from their mobile device to a desktop (or vice versa) without having to find the relevant page all over again. Create options for saving items in the shopping cart to purchase later on a different device.

When it comes to search engine marketing, it’s a good idea for any company to take a page from Google. The search giant is always looking for ways to provide users with a better experience and more easy access to information. That should be your goal as well. Whether someone is searching via desktop, mobile or voice, make it easy for that person to find and interact with your pages. z

Welton Hong is the founder of Ring Ring Marketing and a leading expert in creating case generation from online to the phone line. He is the author of "Making Your Phone Ring with Internet Marketing for Window Covering Companies."

RingRingMarketing.com Facebook: RingRingMarketing