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Imagine you’re on vacation, it’s approaching noon and you’re starting to feel hungry. You’re eager to enjoy the best local cuisine your destination has to offer. So you go to Google Maps and search for “best lunch restaurant near me”, a topic that’s more than doubled in search volume on Google in the last three years alone.
Over 80% of searches worldwide occur on Google based on the latest search engine market share data. You might think that you’ve just completed the most common search journey to lunch.
However, nearly 40% of U.S. searchers between the ages of 18 and 24 go to TikTok or Instagram when looking for a place for lunch, according to Google’s own internal research.
In other words, if a restaurant in the area wants to attract this audience, their marketing strategy needs to extend beyond Google to include these platforms.
Now imagine if you were crunched for time and had decided you’d rather order lunch in your room than go out to eat.
If you’re vacationing in San Jose, consumers in your area are statistically more likely to find lunch on DoorDash, whereas New York consumers are more likely to order through Uber Eats.
Ultimately, these scenarios illustrate that when building a search marketing strategy, marketers need to consider the context behind a search, such as:
Demographics and psychographics of searchers.Their location when conducting a search.The goal of their search journey.
We need to erode the distinctions we have historically made
Read more here: https://searchengineland.com/modern-search-landscape-how-where-reach-target-audience-388290