The Mix by Inizio Evoke Media
With a significant share of media investments across our client base going to paid search channels, Inizio Evoke Media has been keeping tabs on trends in that space, most notably, the shift within the digital landscape of Google's share of the search engine market dipping to 89% (according to source: Statcounter).
This is the first time in a decade that Google has fallen below the 90% threshold and this decline raises important questions about Google’s ability to meet evolving user demands, particularly in the realm of health-related searches.
The changing dynamics of how users seek health information are starkly highlighted by a recent survey conducted by CharityRx. The survey revealed that 33% of Gen Z individuals turn to TikTok for health advice, while 44% prefer YouTube as their go-to source before consulting a healthcare professional. Alarmingly, another study indicated that 1 in 11 users experienced adverse health effects after following guidance found on TikTok, suggesting that while social media platforms may be popular, they can also propagate misinformation.
The appeal of TikTok is evident: users are attracted to its short video format, engaging storytelling, and personalized content. By understanding these preferences, traditional search engines like Google can adapt their strategies—through a balanced mix of organic and paid approaches—to attract younger audiences. Ultimately, user experience remains a critical metric for all online content aimed at users.
Personalized content is now a must not only on social media but also in organic, paid search, and any answer engine results. With the rise of AI automation, hyper-personalized results, and the growing use of answer engines, ranking for individual keywords has become increasingly challenging. Marketers must recognize that consumers have come to expect precisely curated search results and should adjust their strategies accordingly.
Creating dynamic content and leveraging personalization tools will be essential for effective paid media campaigns, leading to improved results, audience retention, and traffic. In the future, a highly personalized search feed, along with complimentary targeted ads and social media campaigns, will become the standard expectation.
By integrating the strengths of both social media and Google, a new model for health information dissemination could emerge. Google has already initiated this approach by incorporating features such as a ‘forums’ tab, which highlights relevant Reddit threads, and a ‘video’ tab showcasing content from platforms like YouTube, Instagram, and TikTok. While the rise of social media continues to reshape search habits, it does not spell the end for traditional search engines; rather, it underscores the need for adaptation.
To thrive in this blended search environment, Inizio Evoke Media has adopted these 5 essentials to ensure our clients go to market with a comprehensive search strategy:
Authority
Search engines have always prioritized authoritative content. This remains crucial, particularly for health-related topics. As search becomes more AI-driven, ensuring that content is trustworthy, credible, and easily digestible is paramount.
Keyword Sharing, Research, and Hashtags
An effective search strategy hinges on keywords. Sharing keywords between brand websites, ads, and social media can create a cohesive online presence. Conducting thorough keyword research not only informs content strategy but also helps identify relevant hashtags for social media engagement.
Core SEO Principles
At its heart, SEO is about fulfilling user needs effectively. Adhering to best practices improves content quality—this principle should guide all forms of online content, whether on traditional sites or social media platforms.
Videos and Short-Form Content
The popularity of short-form and video content continues to soar. Ensuring that videos are properly captioned with relevant keywords, accompanied by descriptive titles, and supplemented with optimized copy (at least 300 words) on the webpage is crucial. All foundational SEO guidelines—such as descriptive URLs, title tags, and a well-optimized page—remain essential.
Paid Social and Search Fluidity
A lock-step collaboration between social and paid search allows us to find audiences where they are. The ever-increasing presence and popularity of social media for finding information means that other marketing strategies, such as paid search need to plan closely and strategize together to capture the most audience attention. By doing this we lead ourselves to a competitive advantage over other those still buying in silos
As we continue to navigate the evolving landscape of search engines and health information, it's clear that adapting our strategies to leverage both traditional and social platforms is essential. Additionally, adapting our approach to the ever-evolving answer engine landscape will be vital to our success.
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