It’s almost impossible to believe but 2019 is quickly coming to a close. We’re just a few days away from singing Auld Lang Syne while sipping the bubbly and watching the ball drop.
2020 can be your best year ever but to make it happen you need to know what consumers are looking for and what they want so you can engage them and showcase your services. You can begin by getting up to speed on 2020’s anticipated search trends.
The experts at Yext has released Search Trends 2020, a report based on their research of consumer search behavior throughout 2019. “The data, drawn from a sample of more than 400,000 business locations in the United States, reveled new insights about when consumers are searching for and clicking most on business across retail, healthcare, financial services, and food, throughout the year” (emphasis ours).
Overall 2020 Trends
Yext’s key findings include:
- Searches are more active than ever, increasing actions in business listings 17%
- Search queries and search engines are getting more sophisticated (check out our blog post on Google’s BERT update)
- Reviews continue to rise and businesses are responding to reviews 47% more often
Trends By Month
You should be thinking about your 2020 marketing content plan. According to Yext. January is a month of resolutions, with user interest peaking on health topics related to weight loss and fitness as well as seeking assistance in the battle against cold and flu season.
People return their typical routines in September as kids go back to school and the peak vacation season comes to an end. Annual enrollment for benefits occurs in October or November for the majority of people. Your brand building the rest of the year can pay dividends during open enrollment as people to think about their health care needs and provider options.
The Bottom Line On 2020 Search Trends
If you take nothing else away from this research, take away the following: consumers are getting faster and more active in search. They are also more likely to engage and provide customer reviews for businesses they have purchased from or otherwise interacted with. This means if you are not catering to your customers and managing their experience, you are setting yourself up to fall short.
We hope you have found this information on search trends useful. Whether It inspires you to revamp your entire marketing plan or pushes you toward engaging more with your customers, Humanus Marketing can help you get started.
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