The Power of Keywords: A Quick-Win Guide for SEO Success

Why keywords matter and how they can unlock your online potential

Crafting content without considering the power of keywords is like building a house without a foundation. No matter how much effort you put in, if people aren’t searching for the topics you’re writing about, your website won’t receive any search traffic.

If you’re not familiar with keywords yet, don’t worry. You’re about to learn most of it in just a few minutes with Serpr’s comprehensive guide.

Keep reading to learn more about the importance of keywords in the marketing landscape. Learn how to use them to drive online success for your business.

What are keywords?

Keywords (also known as “SEO keywords,” “keyphrases,” or “search queries”) are words or phrases that users type into search engines to find relevant content for their queries.

an image explaining what a keyword is by showing the searching bar of Google with the query 'this is a keyword'

A keyword is any term used in a search engine, whether a single word or a long phrase. For example, “coffee” and “how to make a coffee” are both considered keywords. However, the SERP changes based on how specific the keyword is:

Google results for the keyword 'cofee'
Google results for the keyphrase 'how to make a coffee'

They are the main ideas or concepts that your content revolves around. Keywords can help you to create a more focused and targeted message for your readers. Using the right keywords on your website is essential for driving organic traffic and attracting the right audience.

Why are keywords important?

Have you ever written a blog post or created a webpage about a topic that you’re passionate about, but it just didn’t seem to get any traction? It’s a frustrating feeling and a common mistake for many website owners.

One reason is that there might not be any search volume for that particular topic. In other words, no one is actively searching for information on that subject. And if no one is searching for it, it’s unlikely that your page will receive any traffic from Google or other search engines.

And according to Ahref’s study, 90.63% of content gets no traffic from Google. That’s a staggering number and highlights just how important it is to do proper keyword research.

Using the right keywords can help you ensure that there is a search demand for whatever you want to write about.

Finding out about search demand involves identifying the popularity of specific keywords and topics people are searching for online. There are several methods to achieve this, including using Google Trends to monitor the search volume of specific terms, using keyword research tools or monitoring social media to identify emerging trends and topics.

By using these methods, you can gain insights into what topics are popular and optimise your content to improve your search engine rankings. And if your page ranks well in Google for its target keyword, you can enjoy a consistent stream of highly targeted online visitors.

10 important keyword types

Whether you are a beginner or an experienced marketer, understanding the different keyword types is crucial for effective keyword planning and strategy.

For a quick overview and to learn more about their importance, check out our list below:

  1. Seed: words or phrases that you can use as the starting point in a keyword research process to unlock more keywords. Example: “shoe”
  1. Informational: the intent of the searcher is to find information. They aren’t looking to buy anything. Example: “how to tie your shoelaces”
  1. Transactional: the searcher wants to buy a specific product/service. Example: “buy Nike Air Max”
  1. Long-tail keywords: These are longer and more specific keyword phrases consisting of three or more words. Example: “best running shoes for flat feet”
  1. Low-competition keywords: These are typically easier to rank for because fewer companies and websites are competing for high organic rankings with their SEO.
  1. Niche keywords: Clear and specific topics that appeal to relatively small, often specialised parts of a given market. Example: “orthopaedic shoes”
  1. Branded: Contains the company service or product name. Example: “Nike running shoes”
  1. Unbranded: Often a generic term and does contain the company service or product name. Example: “running shoes”
  1. Primary: The main topic of the page; the single keyword to optimise a page for. Example: “sport shoes” for a page on the topic
  1. Secondary: Any keyword closely related to the primary keyword that you’re targeting. Example: “shoe accessories” for a page on sports shoes

Qualities of a keyword

When conducting keyword research and selecting the right keywords for your content, there are several qualities to consider.

The main qualities of a keyword include:

  • Search volume — the number of times a keyword is searched for in a given time frame, typically per month. A high search volume suggests that the keyword is popular among users and has the potential to attract a lot of traffic to a website.
  • Competition — the level of competition for a particular keyword. High competition means that there are many websites competing for the same keyword, which can make it more difficult to rank.
  • Cost-per-click — the amount an advertiser would pay for a click on an ad containing the keyword. The higher the CPC, the more valuable the keyword is perceived to be.
  • Word count — the number of words in the keyword phrase. Short-tail keywords (1-2 words) are typically more general and have a higher search volume but are more competitive, while long-tail keywords (3 or more words) are more specific and have a lower search volume but are less competitive.
  • Search Intent — This refers to the reason behind a user’s search query. Understanding search intent is important because it helps to create content that matches the user’s needs and expectations. Keywords can be categorised as informational, navigational, or transactional based on search intent.

Free & paid loved keyword research tools

Are you looking to boost your SEO game? Keyword research tools can help you in countless ways.

These great tools can assist you in:

  • Generating useful keyword ideas
  • Uncovering how many people are searching for a specific term
  • Spotting trends or shifts in consumer habits
  • Determining how much competition you’re facing to rank for a particular phrase.

The good news is there are plenty of fantastic options to gather all the vital information you need for your strategy. Here are eight well-loved keyword research tools (both free and paid) that are user-friendly and packed with valuable data.

Free keyword research tools:

  • Google Keyword Planner: A popular tool for AdWords users, it provides keyword suggestions, search volume, and competition data. While its primary focus is on paid campaigns, it’s also useful for organic keyword research.
  • Ubersuggest: Developed by Neil Patel, this tool offers keyword suggestions, search volume, and competition data. It also includes content ideas and backlink data.
  • Keyword Surfer: A free Chrome extension that displays keyword data, including search volume and competition, directly in Google search results.
  • AnswerThePublic: A visual keyword research tool that generates questions, prepositions, and comparisons related to your keyword. It helps you identify topics and long-tail keywords.
  • Offers a variety of keyword suggestions from different platforms such as Google, YouTube, Amazon, and more. The free version provides basic keyword data.

Paid keyword research tools:

  • Ahrefs Keywords Explorer: A comprehensive keyword research tool that provides keyword suggestions, search volume, keyword difficulty, and more. It also offers a robust site explorer to analyse backlinks and organic search performance.
  • SEMrush: A popular all-in-one marketing suite that includes keyword research, site auditing, and competitor analysis. The keyword magic tool provides extensive data on keywords, including search volume, competition, and keyword variations.
  • Moz Keyword Explorer: A part of the Moz Pro suite, this tool offers keyword suggestions, search volume, keyword difficulty, and organic click-through rate (CTR) predictions. Moz also provides a suite of SEO tools, including site auditing and rank tracking.
  • Long Tail Pro: A keyword research tool that specialises in generating long-tail keyword ideas for niche websites and blogs.

Final thoughts

Even if you have the most amazing content, no one will find it online if it doesn’t contain the keywords people are searching for. That’s why it’s so important to do keyword research and make sure you’re using the right ones.

You will not only reach a wider audience, but you’ll bring more targeted traffic to your website or blog. More traffic will ultimately lead to increased engagement, conversions, and revenue.

Now it’s time to take action on what you just learned. So go ahead and find keywords for your business. And start incorporating those keywords into your campaigns.

Get in touch with our team to discover how we can help you own page one.

Is ChatGPT the Next Big Search Engine?

How the AI-powered chatbot is changing the game and disrupting the search industry

Just a few months ago we wrote an article about the latest trends in marketing search without even mentioning ChatGPT. Yet, here we are today, witnessing this AI-powered chatbot taking the search industry by storm.

And it’s showing no signs of slowing down. OpenAI’s chatbot has broken all the records and has crossed 1 million users within one week of its launch. As if that is not impressive enough, in January 2023 ChatGPT crossed the 100 million users milestone.

Many are wondering if ChatGPT will be the next big search engine. This question has been on the minds of many in the search industry, and for good reason.

But how exactly does ChatGPT differ from traditional search engines like Google and Bing? And is it really a threat to them? In this article, we explore ChatGPT’s unique features and discuss the potential impact on the search industry.

How is ChatGPT revolutionising the search landscape?

  1. Unravelling the complexities of language

One of the most remarkable features of ChatGPT is its ability to grasp the intricacies of language, including colloquialisms and idioms. You can expect more accurate, natural and human-like responses compared to the often-mechanical results from search engines. It will feel more like a genuine conversation with a helpful (and really smart) friend.

  1. No more guesswork

ChatGPT excels at understanding questions and providing detailed, informative answers. Traditional search engines don’t give answers to questions conversationally. Open AI’s chatbot ensures you get the precise information you need, without any miscommunication or confusion.

  1. Venture beyond the surface

For a student trying to learn new concepts or a professional seeking to stay on top of industry trends, ChatGPT can be a unique and exciting way to learn. Its ability to address follow-up questions gives you more context and depth than search engines, turning your learning experience into an exciting and dynamic journey.

  1. Efficiency at its best

In today’s fast-paced world, time is of the essence. ChatGPT understands this, offering detailed responses and answering multiple questions in a single conversation. There’s no need to sift through numerous search engine queries to find the information you need. Now you can get what you are looking for in record time.

  1. Accessibility and versatility

ChatGPT’s true strength lies in its adaptability. It can be integrated into various platforms, such as Google Docs or Whatsapp, and is easily accessible via natural language input. That means no more struggling with keyword-based searches. ChatGPT’s user-friendly and accessible nature makes it a far more convenient and enjoyable tool than traditional search engines.

Does ChatGPT have any blind spots?

ChatGPT can write human-sounding essays, compose poetry, write code, give advice on how to become successful and explain quantum physics to a 3rd grader — all of this for free and in no time.

Despite being one of the most advanced conversational AI technologies available, it’s far from perfect. It has not yet reached the level of maturity required to dethrone Google.

Here are some of the critical blind spots that currently limit ChatGPT’s potential and the areas in which it needs improvement:

  1. The trust issue

One significant drawback of Open AI’s chatbot is the uncertainty surrounding the sources of the information. When using Google, users can easily identify and verify the sources behind the search results. However, with ChatGPT, it’s unclear what information feeds the AI. That’s why sometimes it’s challenging to determine the accuracy and reliability of its responses.

  1. The misinformation trap

ChatGPT’s predictive text model and ability to learn from user content make it more susceptible to providing false information. This potential risk highlights the need for ongoing improvements to ensure the AI offers accurate, verified, and up-to-date information.

  1. The knowledge gap

As it stands, ChatGPT is limited to the information it acquired before 2021 so its knowledge base is gradually becoming outdated. This leads to increasingly inaccurate or irrelevant responses. To remain cutting-edge, ChatGPT needs regular updates and access to current information sources.

ChatGPT's respons when asked "what is the latest AI discovery?"

Does the rise of ChatGPT mean the end for Google?

According to Serpr Head of Innovation, James Wolman, ChatGPT has the potential to disrupt the current search landscape for its unique approach to understanding user queries and providing relevant results.

“Some might argue it already is a search engine. I used it to recommend shops that fit a certain fashion aesthetic I’m looking for as I can be a lot more specific than I can on Google,” says Wolman. “If ChatGPT were to become a search engine, it would likely compete with Google search by offering a unique approach to understanding user queries and providing relevant search results.”

To compete effectively, ChatGPT would need to continually improve its capabilities and offer unique features that differentiate it from other search engines, learning from current data rather than a snapshot, explains Wolman. “At the moment ChatGPT doesn’t cite its sources but I expect that might change–the whole thing is very early days right now so it’s difficult to anticipate how this might evolve as the price of hosting these supermassive models comes down.”

We couldn’t miss the opportunity to ask the famous AI chatbot what it envisions about its future in relation to Google.

ChatGPT's response when asked "Will you replace Google in the future?"

So while the current ChatGPT version doesn’t see itself as a threat yet, one thing is clear – the search race is on. Just look at Bing’s entry to the space last month with their new AI-powered Microsoft Bing and Edge.

While the technology is still not there yet for Bing, their announcement post did pique our interest. Yusuf Mehdi, Corporate Vice President & Consumer Chief Marketing Officer at Microsoft wrote in the announcement post that “There are 10 billion search queries a day, but we estimate half of them go unanswered. That’s because people are using search to do things it wasn’t originally designed to do. It’s great for finding a website, but for more complex questions or tasks too often it falls short.”

The big question at Serpr

What Mehdi wrote directly relates to our team’s thinking around the search space as a whole. With more and more evidence that users are going to other platforms for their searches, those in the search marketing space need to adopt a Total Search strategy.

Google is only one piece of the search puzzle. There are other players in the market to be keeping an eye on. TripAdvisor, Amazon, and recently TikTok have gained traction among users for specific types of searches.

Plus at the pace Google and Microsoft are adopting large language model AI into their search experience, it’s a pretty safe bet that AI will be another resource marketers need to prepare for as part of the Total Search landscape.

We are eager to see how ChatGPT will contribute to a brand’s visibility on the Internet so we can determine what role it plays in Serpr’s competitive intelligence offering.

Final thoughts

ChatGPT has emerged as a game-changing force in the search industry and offers a unique and engaging user experience.

While it is still uncertain how ChatGPT or other AI engines will ultimately affect Google search, its influence is undeniable. Its potential for disrupting the search landscape is substantial.

Marketers must keep an eye on the developments and growth of ChatGPT and similar AI technologies to stay ahead in the ever-evolving world of search.

Get in touch with our team to discover how we can help you own page one.

Why a Total Search Approach is a Winning Marketing Strategy

Why paid and organic search are better together

Paid and organic search are both very important components of your marketing strategy but that is something you probably know already.

Being successful at search engine marketing (SEM) involves finding the right balance across channels and looking at the search results as a whole. Paid and organic bring something different to the table in terms of results and their value also very much depends on your business goals.

But what if your goal is to rank higher on Google? If your paid search and organic search teams are entirely separate departments or agencies, you are risking your chances in achieving this goal.

Read on to find out why a joint vision will make such a huge difference to your business.

A brief reminder of Total Search

In our last blog article, we provided a detailed explanation of Total Search – the new approach to search that considers all the results present in a search engine results page (SERP).

Many brands measure organic and paid search results separately. This results in different metrics and strategies for each. The Total Search concept encourages marketers to take a step back and view the entire SERP, aligning their PPC and SEO activities to create a channel-agnostic search strategy.

The Individual Strengths of SEO and Paid Search

When it comes to organic and paid search, each of channels comes with unique benefits. Here are the most important ones:

Benefits of SEO

  • Boosts credibility — Whether a person’s searching for comfortable footwear for a vacation or reliable software for a business, your company makes a positive first impression when you appear at the top of organic search results.
  • Attracts relevant users — Those that click through to your site organically have done so with purpose. You can inform and educate users through good content marketing.
  • Produces long-term results — When you move up in the rankings by using optimised content and keywords, you get to reap long-term benefits, such as sustainable growth and improved marketing ROI.

Benefits of Paid Search

  • Generates instant results — You can see results as soon as your ads go live and any updates or tweak made are immediately reflected.
  • Attracts ready-to-buy users — Paid search focuses on users that are ready to buy. These users want to find a product or a service provider and may be closer to the conversion stage.
  • Audience targeting — Different search engines give you the option to target specific details about your audience, like age, gender and location. This advanced targeting can help you narrow down your target audience and create very specific ads for them

When a brand’s vision switches from separating these channels into a unified goal, they are taking the first steps towards the exciting world of Total Search – the new, holistic way of looking at your search strategy.

How do SEO and paid search work together?

We can tell you one thing for sure — together is better. Search teams who are not unified are simply not ready to succeed in today’s search landscape.
In fact, they are preventing your business from harnessing the true value of search marketing.

A Total Search approach brings together under one umbrella paid and organic search, mitigating the weaknesses of each channel alone and helping you get the absolute best out of both worlds.

seo team and paid team working together

6 benefits of a Total Search approach:

  1. Maximised SERP coverage — greater online visibility, making it more likely for users to find and interact with your website, and more opportunities within your brand’s search landscape.
  1. A consistent content story and customer experience — being there for your customers in a manner that drives results for your brand.
  1. Full-funnel coverage that includes every touchpoint — creating a full picture together with each channel focused on a different type of user from the funnel,
  1. Better ROI — boosting the total amount of traffic to your site by targeting high-performing keywords twice: with paid and organic search.
  1. Short-term wins balanced with long-term brand value — generating traffic through paid search while working on your long-term organic search strategy.
  1. Insights that inform and improve both SEO and PPC efforts — using data and insight from both channels to improve overall efficiencies and performance.

Here are some examples from Chantelle Duff, Paid Performance Growth Director at Found, on how to use organic insight:

Organic Activity & InsightTotal Search Approach
Creation of granular landing pages better able to target specific user needs identified during keyword landscaping.Better Ad Rank, reduced clicks costs and increased conversions from closer relevance match.
Ability to target users higher in the conversion funnel without click spend.Increased awareness for brands, targeted seed list for retargeting campaigns.
Rank tracking and GSC Performance report can help identify new trends in search behaviour which may not be covered by paid campaigns.Increased share of voice on SERPs capturing more of the available search demand.
Strong organic rankings.High-cost high volume keywords can still be targeted regardless of click spend.

PPC insights are equally important, so make sure you have a look below as well:

PPC InsightTotal Search Approach
Keyword level conversion data from search query report.Specific converting keywords identified and prioritised in SEO targeting efforts for greater ROI.
Best performing ad headlines, messaging and ad extensions by CTR and conversions.Title tag and meta description messaging optimised to encourage organic clicks and conversions.
Search query report can identify shows seeing growth in consumer demand and new terms to target.Insight to inform site architecture and landing pages to increase organic keyword coverage and individual rankings.
Auction insights can identify where competitors are appearing on our brand terms and where they aren’t.Paid activity can be paused on terms where no competitors are showing and we own the #1 organic spot (brand, brand + generic) and click spend redeployed for additional growth.

Become a power player of Total Search

When is the right time to use paid and organic search together? In short, there is no better time than now.

By building your brand’s online presence with Total Search in mind, you can have the best of both worlds. Broaden your horizons by looking beyond isolated metrics such as CPC or organic clicks to create a cohesive strategy that leverages the strengths of both channels.

Serpr delivers on a Total Search approach to help you see and react to the full picture. It was created as the first search intelligence platform that tracks and analyses a brand’s market share across the whole of page one on Google.

Get in touch with our team to discover how we can help you own page one.

Embracing Total Search: The Future of Search Marketing

Discover the power of a channel-agnostic search approach

Every day there are more than 8.5 billion searches on Google. That is 5.9 million per minute and over 99,000 searches each second.

Each returns a series of Search Engine Result Pages (SERPs). For brands, appearing within these results is business critical. It is also very challenging as 92% of all search traffic comes from page one results.

This is why you need to become familiar with the term Total Search.

Doesn’t ring a bell? No need to worry, we have all the answers you need in this article.

What is Total Search?

Total Search offers an entirely new view on search by examining the entire picture. At Serpr we look at this in two ways. One is all about page one of Google and the importance of unifying PPC and SEO efforts to foster a channel-agnostic search strategy.

Second is this idea of moving outside a Google-centric world to consider other platforms where searches are happening like TikTok, Amazon, Tripadvisor and ChatGPT.

In this blog, we mostly focus on Google where on each search engine result page (SERP) you encounter a blend of organic and paid results. SERP features may include paid ads, videos, featured snippets, organic listings, shopping results, maps, and more.

Google search page

Currently, many brands and marketing agencies are falling short by measuring organic and paid results independently and adopting distinct metrics and strategies for each.

Keeping marketing channels separate makes it difficult to obtain a joined-up view of the customer and to provide a cohesive search experience.

Why is Total Search relevant now?

Search results today are more influenced by the searcher’s intent than the distinction between paid and organic listings, reflecting the evolving search industry landscape.

A Total Search approach will only get more and more relevant as users begin to rely on platforms like TikTok and Amazon to conduct their searches.

TechCrunch reported that 40% of Generation Z users place considerable importance on TikTok’s potential as a search engine, with a preference for social platforms over Google.

We can’t exclude product searches. 61% of US consumers begin their product hunt on Amazon. A 2022 Statista Report found that when conducting an online search for products, leading regional marketplaces were the primary start-off point worldwide with 36% of online shoppers searching for products through this channel. Search engines followed as the second most popular method, with 30% of respondents employing these platforms for the same purpose.

Why is a cross-channel strategy important?

Total Search will help your brand see beyond isolated metrics and allow you to concentrate efforts on your audience’s experience and more effectively target business-critical keywords.

Searchers don’t care about paid listings over organic listings. They simply want to complete their task and receive the best answer to their query. Whether that is buying a pair of trainers or finding the best steakhouse nearby.

The digital marketing community often debates the differences between paid and organic search, despite their similarities. Both begin with a query and target the same end action: driving click-throughs to your website for conversions. Whether this means an e-commerce transaction, an asset download or a contact form fill. Without merging the data, there will always be an incomplete picture of your search activity.

Why you must embrace cross-channel strategy?

A Total Search approach helps brands see beyond isolated metrics. It allows them to concentrate efforts on the audience’s experience to more effectively target business-critical keywords.

Searchers don’t care about paid listings over organic listings. They simply want to complete their task and receive the best answer to their query. Whether that is buying a pair of trainers in their size or finding the best steakhouse nearby.

The digital marketing community often debates the differences between paid and organic search, despite their similarities. Both begin with a query and target the same end action: driving click-throughs to your website for conversions. Whether this means an e-commerce transaction, an asset download or a contact form fill. Without merging the data, there will always be an incomplete picture of your search activity.

4 proven ways to succeed with a 360-degree approach

Replacing siloed paid and organic activity with a Total Search is a must-have approach for your business.

This 360-search view has various benefits for SEO & paid specialists, marketing managers and top decision-makers. If you find yourself among them (and we think you do), here are four interesting advantages:

  1. Full-funnel visibility

As you probably know, users no longer move through the search funnel linearly but rather bounce between stages.

When you implement a holistic search strategy, your brand will appear across the funnel stages of user searches with the hopes of covering every touchpoint. This leads to better ROI because each channel has the potential to focus on and reach a different type of user.

Imagine having upper-funnel organic results, and bottom-funnel paid results with the same messaging. Instead of confusing users, you give them double exposure with multiple entry points.

  1. Smarter spending

Do you feel the pressure of making sure you’re allocating the right budget to the right channels? An integrated search strategy with joint-up reporting allows you to make better financial decisions.

You can increase your PPC budget on certain keywords while you improve your organic performance. How about pausing paid activity on terms where no competitors are showing and your brand owns the organic position?

  1. Faster, more informed decision-making

Total Search can be a big help if you want to make better decisions for both paid and organic channels. By looking at your data holistically, you can learn more quickly than if you were looking at a single set of data.

For example, when looking at new keywords to use in your SEO program, you can use keyword-level conversion data from your paid search query report to optimise your organic strategy. How about using best-performing ad headlines and messaging to optimise title tags and meta descriptions?

  1. Minimised risks

The search environment is not free of risks but a combined search approach can work wonders. Organic pages might move down the search rankings, or some keywords might take longer than expected to climb up the rankings. You can supplement these scenarios with paid ads to maintain brand visibility while you improve your organic pages.

Imagine your PPC budget is cut or certain giants drive up the bids too high, you will instantly know to put effort into your organic strategy to get certain pages moving up the rankings to mitigate the risks.

Tapping into the world of Total Search

Building effective search experiences means treating the medium of search as a whole. The concept of Total Search may still be a work in progress. But it’s gaining popularity fast and leaving behind those who are not ready to look at the full picture and take action.

To see how Serpr can provide the tooling, insight, and experience required to help your brand achieve its goals through search, get in touch with our team today.

Top 5 Search Trends for 2023

Future-proof your SEO strategy

The future of search is here. Are you ready to stay ahead of the game and discover the top 5 search trends that will shape 2023? 

In this blog, we dive into the latest and greatest search trends that you need to know about to stay ahead of the competition and boost your online visibility. 

Here are our top 5 predictions for the trends influencing search engine optimisation in 2023:

  1. Multisearch
  2. Helpful content
  3. Omnichannel experience
  4. Personalisation and localisation
  5. Data and attribution

As we go into the new year, we are also keeping a close eye on AI. The potential applications in search marketing are vast and exciting. Once AI becomes accessible to more and more people, we can expect to see more advanced AI-powered search marketing tools and strategies emerge.

Trend 1: Multisearch

In today’s fast-paced digital world, consumers have high expectations for quickly and easily finding the information they need. In fact, over 82% of their time is spent on discovery. 

To meet this demand, businesses and marketers must take note of the emerging trend of multisearch, which is poised to become one of the most important search methods of 2023. 

One example of multisearch is Google Lens, which has recognised a billion different items and answered over a billion questions by allowing users to search using both text and images. 

By future-proofing digital assets for discovery, companies can unlock doors and achieve success in the upcoming year.

Phone screen shows the ability to search for a green version of an orange dress using both text and images

Trend 2: Helpful content 

Recently, Google has updated its guidelines and evaluation system for assessing the quality of content, also known as helpful content. To ensure that your content meets this standard, it must be easily accessible on all digital touchpoints, reducing the need for customers to look elsewhere. 

Google’s machine learning algorithm, which is trained based on search result data, has been updated as part of this initiative. This can negatively impact a website’s organic search performance if too many pages are of low quality.

As we move into 2023, it is critical for businesses to focus on two content goals. 1. They must prioritise the creation of relevant, informative, high-quality, and engaging content. 2. This content must cover a wide range of media formats, including videos and images. 

To succeed, it’s essential to map out current content across all customer journey touchpoints and work to fill any gaps in content. 

Google search page

Trend 3: Omnichannel experience

Omnichannel is anything but new yet it remains an important aspect of a successful content and search strategy in 2023. 

Consumers interact with businesses across a multitude of channels, including social media, email, websites, mobile apps, and physical stores. Up to 70% of customers said they now use omnichannel shopping options including social media. 

To succeed, businesses will need to provide a consistent and unified experience across all these channels and touchpoints. This can be achieved by centralising important information about the business, such as product descriptions, pricing, and customer service information, and distributing it consistently across all marketing channels. 

A well-executed omnichannel strategy helps to build a cohesive and memorable brand experience which can lead to increased customer satisfaction, loyalty, and retention, as customers are more likely to engage with and return to businesses that provide a seamless and convenient experience. 

Trend 4: Personalisation and localisation

Personalisation and localisation are crucial aspects of creating an effective and successful marketing strategy in today’s digital landscape. Consumers expect businesses to understand their needs and preferences and provide personalised experiences that cater to their interests and location.

As consumers search for information, they take into account their interests, location, and other known and unknown criteria. Therefore, it’s important for businesses to customise their global search marketing strategies for specific locations. 

To improve local presence, businesses should focus on answering frequently asked questions and providing relevant local information such as store locations, opening hours, pricing and images.

Personalisation involves tailoring content and messaging to individual consumers based on their behaviour, preferences, and interests. Research has shown that when customers are provided with a personalised experience, such as tailored discounts based on their recent browsing behaviour, 80% are more inclined to make a purchase.

Overall, businesses that prioritise personalisation and localisation in their marketing strategies are likely to see increased engagement, loyalty, and sales from consumers in 2023 and beyond.

Trend 5: Data and attribution

One major development that is currently underway is third-party cookie deprecation. This will bring significant challenges related to data privacy and consent management and how advertisers and marketers track and target users online.

In the very near future, cookies will exist in two different forms: cohort-based marketing and first-party relationships. Both present great opportunities that should be considered when planning an effective marketing strategy. Businesses can prepare for the post-3rd party cookie era by embracing first-party relationships and behavioural targeting. We also have Google Analytics 4 (GA4) which will offer new possibilities for data-driven insights and strategy. 

Businesses must adapt to changing technologies and regulations to maintain a competitive edge and drive success in the ever-evolving landscape of search marketing.

Final thoughts

As we move forward into 2023, it’s essential for brands and businesses to stay informed about the latest search trends. Whether that be multisearch, localisation or new AI and machine learning algorithms that are sure to enter the space. 

By closely monitoring trends, businesses can optimise their online presence and maintain their visibility amongst their target audience. 

With the right approach and the right tools, businesses can further strengthen their customer engagement, drive conversions, and ultimately achieve their goals. Get in touch with our team to discover how we can help you own page one.

Serpr takes part Web Summit November 2022

Serpr participates in the global gathering of visionaries and game changers as an ALPHA startup.

Shortly after launching Serpr at BrightonSEO, we had the fantastic opportunity to showcase our product at Web Summit 2022, in Lisbon.

At Serpr, we truly believe that shaping the digital future requires collaboration. That’s why we chose to be part of the largest tech conference in Europe – to exchange experiences and discover cutting-edge solutions from around the world.

Web Summit brings together an impressive community of business leaders, developers, scientists, and tech enthusiasts. And we couldn’t be more excited to connect with them!

We also were very lucky to have travelled there with our fellow Tomorrow Group companies Found & Disrupt.

Alpha Startup Programme

Serpr was selected to participate in the startup programme – ALPHA. Startups are chosen by the Web Summit team for their “potential, uniqueness and world-changing ideas.” 

Being a part of the ALPHA program at Web Summit and having the opportunity to share our vision and mission with the world was an incredible experience! 

We were able to pitch our product to potential partners and customers. The feedback we received was invaluable and will help us build and improve our business in ways we never thought possible.

40 Words

As an ALPHA, we had the opportunity to get involved in several event-wide activations.

Our Head of Innovation, James Wolman, stepped up to the challenge to describe our start-up in just 40 words. Our message was broadcasted across the conference.

Serpr at Startup Showcase stage

Web Summit 2022 also provided a valuable opportunity for us to showcase our platform to a broad audience across a diverse set of sectors.

The Startup Showcase stage was an exciting and vibrant part of the event. It brought together startups from a diverse range of industries to present their innovative ideas and vision to all the conference attendees.

James was among them, taking the stage to present (in less than 2 minutes!!) why our Total Search platform is such an essential tool for the future of search.

Exhibition booth

The conference wasn’t just about showcasing our product – it was also about learning from others. 

We had the chance to connect and network with many innovative and forward-thinking individuals who swang by our booth. We gained a deeper understanding of the industry and the market that we are in.

Throughout the week we also attended many interesting presentations and workshops that covered a wide range of topics. From cutting-edge advancements in artificial intelligence to the latest trends in data analytics. 

We learned so much and gained valuable insights that have helped us grow both personally and professionally. It also gave us the resources and connections we needed to take our business to the next level. 

Final thoughts

Web Summit is a must-attend event for any startup. 

We are grateful for the experience and fingers crossed we will be participating in the 2023 edition of Web Summit!

The opportunity to connect with other like-minded individuals, learn from some of the top experts in the tech industry, and be a part of such a vibrant and dynamic community was incredibly exciting. 

If want to learn more about what we do, be sure to get in touch and keep an eye out for our future appearances at conferences and events. 

Serpr Launches at BrightonSEO October 2022

Recap and highlights from the conference tackling the future of search.

Our team has just gotten back from the seaside after our first attendance at BrightonSEO this month. And we can still hardly believe that we had the pleasure of attending and speaking at one of the most respected search marketing conferences in the world. 

Twice a year, this event brings together the brightest minds and most innovative thinkers in the industry. It was an experience our team will definitely never forget. We are beyond excited to share our highlights and takeaways with you!

The official launch of our Total Search platform

The big news is that we launched Serpr at the conference – a huge milestone for us. Serpr is a world-first Total Search intelligence platform that measures and analyses every pixel on page one of Google. 

A staggering 68% of all online experiences begin with a search engine. And an even more impressive 92% of all search traffic comes from page one results! It’s clear that in today’s digital world, it’s vital for businesses to know how to get there, and stay there. 

We’ve been working hard to create something that we believe will revolutionise the way people think about search marketing. And we were thrilled to finally share it with the world. At Serpr we truly believe that platform intelligence will provide businesses with a secret sauce to search success for the keywords that matter to them.

Serpr team at brightonSEO Oct 2022

Know Your (Search) Enemy

Twice during BrightonSEO, Emily White, Head of Product and James Wolman, Head of Innovation, took the stage and delivered their live talk: Know Your (Search) Enemy. 

Throughout their presentations, they explored how Serpr produces Competitor Intelligence that brands must apply in the current search environment to compete with the successful players in their industry.

If you didn’t manage to catch our team, or you just fancy a recap, you can get your hands on a copy of our slides here:

Whether you are an SEO, paid or search specialists, a content marketer, CEO or Managing Director, you can learn how Serpr’s unique delivery of actionable insights will help you discover new ways to grow your SERP real estate across page one.

Final thoughts

All in all, BrightonSEO 2022 was an incredible experience for us. We can’t wait to see what the future holds for our team and our product! 

We absolutely loved meeting such brilliant people during the conference. From sharing ideas and exchanging business cards to learning so many new things about the search space. It’s always inspiring to be surrounded by like-minded individuals. We couldn’t be happier with the connections we made at the conference.

If want to learn more about what we do, be sure to get in touch and keep an eye out for our future appearances at conferences and events.