How Google’s Mistake Is Your Opportunity

When is the last time you searched on Google? Have you Googled something today, this week or this past month? Your answer is likely “yes.” More than 8 billion Google searches occur every day. As the search engine’s digital footprint continues to expand across the globe, brands need to evaluate consumer behavior through the lens of one particular issue that has plagued Google for two decades: the mistake of placing ads on top of search results.

Ironically, ads are one of the things Sergey Brin and Larry Page didn't want to have when they presented their prototype search engine at Stanford. That said, the lesson here is not about whether or not you should place ads for your product. The lesson is about not making it harder for your customers to perform the intended behaviors you want. To be clear: I’m not saying that Google shouldn’t have advertising in their search results. I’m saying that the user experience could be enhanced if they redesigned the search page to make it easier for people to access the intended results they want first. In this case, advertising should complement the results, not impede the user experience.

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