search strategy and trends in tricky times

The events of the last few weeks have had a dramatic effect on millions of people’s lives. Uncertainty over health, childcare, work, food and the wellbeing of loved ones has dominated all of our thinking over the past few days.

Not only has it changed the way we’re shopping and interacting with others, an expert at online search specialist Epiphany, Paul Norris, has looked at how it has impacted what users are turning to the internet for and advises how businesses can adapt their search strategy during this tricky time.

The Prime Minister’s speech on 13th March 2020 served as a catalyst for many to search for “working from home essentials” with searches such as computer chairs increasing by 185%.

As a nation, we also considered our options for emergency deliveries, including “wine delivery” services, which nearly tripled in just one week.

As people’s searches change to reflect new (increasingly home-based and socially distant) situations, it’s important that marketers adapt to the shifts in search behavior.

Here are a few ways to navigate the next few weeks and to prepare for when we emerge from the current situation:

1. Identify and capitalize on emerging trends

Monitor your search query reports closely – look for increased use of convenience and supply modifiers as…

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