Indeed, businesses can’t reach their full potential without having an online presence, especially on the Google network. The Google network comprises both Google Search and Google Discover amongst all others, and Google has made it a priority to make businesses succeed with their online marketing efforts.
In this guide, we will be diving into Google search, and Google discover, what they are, how to differentiate them, and what works best for your business. To start the journey of understanding what works best for your business, you have to consider and have a clear understanding of your business goals. To kick off on it, we will look at this short and precise marketing model called ACA (Awareness, Consideration, and Action), which explains stages in the buyer’s journey.
Every buyer’s journey starts with this stage (Awareness) as it is the foundation of your business and brings exposure to your buyers on what your business is all about. At this stage, we are assuming that your prospects have no prior or clear knowledge of your business. So feel free to woo them in the most simplistic way to keep them coming for further inquiries.
You are expected to educate, entertain, and inform them of what your business is about and not try a hard sale on the first business opening. For this stage, you are targeting two kinds of people:
- Your Prospect who knows his problem but has no solution yet: Your business has to provide a clear understanding of the problem and provide a clear path to solving that particular problem.
- Your Prospect who doesn’t know he has a problem: Your Business creates content that educates your buyer about the problem they aren’t aware of and reminds them of the result of not solving that problem.
To create awareness, you need to create useful content that’ll be useful to your audience. Your audience can grab the information when it’s in the form of video, blog post, eBook, white paper, podcast, etc. All these content forms can carry clear and precise information about your business in the awareness stage.
At this stage of the buyer’s journey, he is already aware of what your business entails but needs to be convinced that your business can be trusted. At this stage, it requires your business to take further steps in deepening your relationship with your buyer. That is, you need to adopt an inbound customer-centric approach.
Inbound customer-centric content
An inbound customer-centric approach means having a one on one interaction with your customer in the form of content that speaks to them directly, creating an atmosphere that the customer needs and in return bringing in leads (phone number, email address, and a clear buyer persona). Your business won’t wear out as long as it knows what content at what stage in the buyer’s journey needs to be applied. For the stage of consideration, your business needs content like; live webinars, Product testing/demos, case studies, pricing guides, and FAQs.
Your buyers have left the awareness stage to the consideration stage and have reached the action stage, where purchases are to be made. At this stage, your business has built trust with the buyer, and in return, the buyer is ready to carry out a transaction with your business.
With the buyer’s level of information about your business, final efforts are to be made to make sure the buyer sees no other option but that which your business provides. Create room for better inbound customer-centric content that talks more directly to the buyer.
Don’t let your buyer slip away at this stage; you can provide them with content that makes them your customers and keep your business growing. Content like customer reviews, discounts and offers, competitor comparisons, customer case studies, and testimonials would help your customer make up their mind. To complete the business marketing model, here are the three final stages you need to make your business profitable.
Retention, Loyalty, and Advocacy:
After your customer has made purchases, it’s time for you to keep them coming back (retention), to be always active with your business (loyalty), and tell others about your business (advocacy). This is necessary for every business seeking consistency and growth daily, weekly, monthly, and yearly.
To keep customers with your business, get them fired up, and ready to talk to others about your business you will need to adopt a more direct form of inbound communication.
For retention, we will focus on sending your customers and emails offering customer support, onboarding emails, recommending add-on products, publishing important blog posts or videos, etc., focused on your product.
For loyalty and advocacy, you will create an atmosphere where your customers know that they are heard. A closed group on Facebook or WhatsApp for loyal customers where they get to share their experience, either good or bad, and you suggest possible ways to make the experience better.
Now you have a base knowledge of your business goals, let’s move on to Google discover and Google search.
WHAT IS GOOGLE DISCOVER
Google discover, which was released in September 2018, with over 800million monthly active users, is a platform by Google for your business to reach its users without actively searching for a particular subject online. It has a wide range of subject matters anyone can view and, with time, narrows it to your preferences. It’s more of automation on the Google algorithm to make content more personalized, thereby reaching more users.
Google discovers feeds of previous content you might have shown interest in and recommends similar content for you to enjoy. Before we dive into if Google Discover suits our business goals, let’s look at what kind of content makes it on Google discover and how well it should be optimized for better productivity.
GOOGLE DISCOVER CONTENT AND HOW TO OPTIMIZE IT:
The question is “what kind of content should be on Google discover?” and the simple answer to that is content that is interesting to a particular individual, content in the form of news, articles, videos, paid ads, and snippets.
Now you know the kind of content, let’s optimize your content for Google discover. When optimizing, note that no keywords or location can target specific users; Google does all the content delivering to its relevant users with its algorithm’s help. So it’s important to know that content can appear on Google discover if it’s indexed by Google and meet Google Discover’s content policies. To stand a better chance to succeed, you must;
- Create engaging content that users find interesting
- Optimize content for mobile since Google discover is a mobile platform
- Have AMP (Accelerated Mobile Pages) enabled for an increase in load time speed
- Make sure your website has its security enabled (HTTPS)
- Have High-quality images with at least 1200 px wide.
WHAT IS GOOGLE SEARCH
When it comes to Google search, it can be best described by explaining how it functions. For its functionality, Google search uses Google’s algorithm to index keywords based on the users’ search query, providing the user with the best search result from its search engine.
Google search is ever-evolving, and as a result, search engine optimization has always been needed to keep your business content relevant. Note that for every word a user search for, Google search engine bots crawl the web searching for content and indexes to make sure it suits the end-user.
Google search intent and how to optimize your content for it
As Google search engine is evolving, optimizing your content for intent has become more important than just the usual optimizing to rank for a particular keyword. Google algorithm has been built to look at the whole of your content and its relevance to its topic. So the era of keyword stuffing is dead; you can only use relevant keywords that depict the searcher’s intent in your content.
Now bringing together the knowledge of your business goals, Google discover and Google search together;
- For the awareness stage: Google discover has potential that is as good as Google search, reaching more people even when they don’t want to use Google search to search for a particular term. It’s a good option for your business if your goal is to create awareness about your business.
- For the consideration stage: Google discover can still be of use in this stage. According to the algorithm on Google discover, it feeds off on previous seen posts to better optimize what the user sees. On the other hand, Google search works with searchers intent on bringing the most specific location result, given that search engine user has been in contact with your business in the awareness stage.
For the action stage: Google search has proven to be efficient in sales made, app installs, and subscribers gotten in this stage. For Google discover, the buyer might still exhibit some level of skepticism when shown an AD with a SHOP NOW button.
The choice of either Google search or Google discovers, which works best for your business in 2020 and beyond, totally depends on where your business is in the buyers’ journey, either it is in the awareness stage, consideration stage, or better still in the action stage.
So it’s important to identify where your business is in the buyer’s journey and take the necessary steps to get it because growth is necessary for every business.