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Vertical Leap, a search marketing agency based in Portsmouth, has highlighted the evolving nature of search, emphasising the need for brands to adapt to a fragmented digital landscape.
Google's market share declined to 91% in July 2024 from previous higher levels, marking a notable shift and prompting businesses to adopt strategies across multiple platforms. According to the agency, various new challengers in search are delivering different values to users, presenting opportunities alongside challenges for brands striving to maintain visibility.
"Search is no longer a one-size-fits-all landscape," states Chris Pitt, Managing Director at Vertical Leap. "Brands must understand the unique purpose and context of each platform their target audience uses. It's not just about being present – it's about being present in the right way, at the right time."
With consumer behaviours changing, Vertical Leap notes that the expansion of search affects each stage of the consumer journey. This diversification urges tech-savvy marketers and business leaders to either adapt or risk falling behind.
The agency emphasises the importance of mapping out consumer journeys across platforms. For example, a hotel chain seeking to increase bookings could inspire travel plans via social media, engage potential customers with practical content on search engines and travel guides, and facilitate bookings through their own website and popular travel platforms.
Vertical Leap further highlights the need for understanding platform-specific behaviours. Research shows consumers' preferences vary significantly across platforms, with Instagram and TikTok gaining popularity among younger generations for local searches, while other services like Deliveroo and Uber lead in instant service searches.
Data-driven strategies are central to Vertical Leap's approach. "Data is the cornerstone of modern search marketing," says Pitt. "We combine evidence-based research with intelligent automation to scale campaigns effectively and ensure results." This involves identifying where users are active and designing campaigns to generate leads and boost sales.
The progression of search technologies provides an opportunity for brands to stand out by aligning strategies with consumer interactions. Vertical Leap advises brands to ensure visibility across varied platforms, understand each platform's intended use, identify crucial interactions, and track consumer journeys from discovery to conversion.
As the nature of search continues to change, companies are encouraged to compete not only in the ecosystems utilised by potential customers but also to comprehend the motivations behind their choices. "Search isn't just about algorithms anymore – it's about understanding people," concludes Pitt. "The brands that succeed will be those that anticipate consumer needs and create meaningful interactions across every platform."
