The world of search is evolving and businesses need to follow suit. One of the biggest changes in recent months is the metrics marketers need to pay attention to. Because of the rise of AI-powered search, zero-click results, social platforms, dark social, and changing privacy regulations, traditional attribution models aren’t as reliable as they once were.
Now, improving and measuring overall brand visibility is of greater importance than achieving and tracking every click. If you’re still making business decisions based solely on last-click attribution, you may want to start shifting your focus to keep pace with your competitors.
Why the Shift?
Search behaviour isn’t the same as it was even just a few years ago. Rather than typing into a search bar, researching solutions, manually comparing products and services, then making a purchase, people are discovering brands through AI, online communities, and social media platforms.
It’s not uncommon for a customer to first hear about your brand from an AI search response or seeing you on social media before searching for you directly a few days, weeks, or even months later.
However, traditional attribution models give all the credit to the branded search that happened much later than when the brand discovery actually took place and completely overlook what actually influenced the decision in the first palace.
Because of this, brands that are focusing entirely on click-based reports aren’t getting the full picture.
Why Brand Presence is Now So Important
Ranking for individual keywords and gaining clicks is still important, however, showing up wherever your audience is has become just as valuable. The more your name appears, the more familiar people will become with your brand – when they are ready to make a purchase, you may be the first brand that comes to mind. So, even if they’re introduced to your brand but don’t click on your website immediately, a future conversion is still possible.
The Future of Marketing
Tracking clicks still offers valuable insights, however it’s important to begin tracking a wider range of signals like branded search volume, brand mentions, social media engagement, and referral traffic from AI search tools.
Added to this, businesses should be keeping up to date with the latest in the industry. It’s not just SEO specialists that need to keep an eye on evolving algorithms, tools, and behaviours either. A PPC agency in Leeds, for instance, has just as much change to worry about as an SEO agency in London does. Keeping tabs on industry developments in all areas will be the key to success.
