Dan Hinmon, MCSMN Director

Posts: 2845
Joined: Apr 13, 2011

Google's Search Business May Not Be Watertight

Posted by @DanHinmon, Sep 21, 2015

Search is facing a huge challenge. The paid search business was built on a desktop browser model, and consumers are increasingly shifting to mobile. On mobile, consumers say they just don’t search as much as they used to because they have apps that cater to their specific needs. How could this effect your digital marketing strategy?


Dan, I think I am going to have to disagree with Business Insider UK’s article. The survey is not based on actual search data which is still experiencing a rise (particularly in mobile): http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

This does also support the fact that app usage is on the rise.

In addition, from my perspective, the changes that Google made in search algorithms actually are designed to make the mobile experience that much better. See this interview I gave a few months ago: http://ehealthcarestrategy.com/lp-googles-april-21-algorithm-release-and-the-impact-on-mobile-search-an-interview-with-chris-boyer-2115/

I would say that search is definitely the most preferable way people still discover things on the internet (regardless of the device they access). However, that doesn’t underscore the need for apps and social as part of a larger, multi-channel marketing strategy.

Great insights, Chris. Thanks for sharing these. You’ve added some important balance to the perspective.

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