When customers are contemplating making a purchase, they frequently turn to Google to search for the business name. Conducting market research is essential for virtually any business.
Customers searching for a brand name often include terms like “reviews” or “discount codes” in their queries, signaling a business objective of attracting potential customers.
The conversion of these search queries may pose a challenge with the advent of Google’s Search Generative Experience, as the AI-driven results are personalized and may not always accurately represent the brand.
The AI-generated response below addresses the query “nature Halloween reviews,” suggesting that “Spirit Halloween reviews are generally negative.” Such adverse feedback can dissuade potential customers from completing a purchase.
Undesirable outcomes can stem from search queries, as evidenced in the case of “Spirit Halloween.” Refer to the image below by clicking on it.
The future landscape of AI-powered search will necessitate improved control over labeled search results, especially within Google’s autocomplete suggestions.
Building Brand Engagement on Reddit
Reddit threads are increasingly prominent in search results and rankings. A significant portion of Google’s “Conversations and communities” section showcases Reddit content. The screenshot below depicts a Reddit thread ranking for “Spirit Halloween reviews” in this section and the subsequent one.
Reddit threads such as the discussion on “nature Halloween reviews” are gaining visibility in search results. Refer to the image below by clicking on it.
The popularity of Reddit as a search term indicates that users value discussions about products and companies on the platform. Establishing a presence for your business on Reddit and leveraging it for user support and community engagement are effective strategies for managing branded queries.
For example, a search for “cable Facebook” displays Comcast’s two Pages ranking first and second on Google.
A search for “Verizon Reddit” reveals two Pages occupying positions 1 and 2. Click on the image below to view it in full size.
The labeled SGE response also makes reference to this.
An SGE result for “Verizon Reddit” prominently showcases the business’s Pages. Click on the image to view it in full size.
Furthermore, when “cable internet” is searched, it appears in autocomplete suggestions. Comcast maintains a strong presence by overseeing its branded searches, SGE responses, and autocomplete suggestions through its dedicated subreddits.
Google generates a complete suggestion for “Comcast Reddit.” Click on the image below to expand it.
Knowledge Center
Organic search results on Google encourage users to delve deeper by presenting related questions. The “People also ask” boxes often lead searchers to explore a company’s offerings further. SGE snapshots incorporate follow-up questions that align with the “People also ask” queries.
Click on the image below to expand and view the follow-up questions included in SGE snapshots.
To attract these users to your website, it is crucial to address all queries within the “People also ask” boxes related to your company.
Leverage tools like AlsoAsked to gather questions from “People also ask” boxes and proactively provide answers for important brand queries. These boxes are dynamic, generating additional questions upon interaction. While no tool can address all queries, a Q&A section on your website can cater to many of them.
Several brands have developed comprehensive knowledge bases across various platforms to effectively address user queries.
YouTube Content Strategy
YouTube serves as a valuable source of traffic and conversions, performing admirably in organic search results for product searches.
Repurpose user-generated content into videos to enhance visibility on YouTube. Encourage customers to share videos showcasing product usage and unboxing experiences. Organize these videos into playlists with relevant branded terms to enhance search rankings.
YouTube videos associated with brands can significantly enhance traffic and conversions.
Google search results frequently feature YouTube videos related to brands, driving traffic and engagement.
YouTube videos related to “Spirit Halloween reviews” are prominently displayed in Google search results. Click on the image below to expand it.
