iProspect recently released a study that shows users are responding to the various specialized content types within search results. Top-level findings: 36% of search engine users click a “news” results within blended search results, 31% click “image” results and 17% click “video” results. I just typed in “Lipitor image” in Google. Three images appeared, none of them were images from Pfizer. I tried “Plavix image,” same situation. I then tried “Nexium image” first image was AZ, nice job. Try this exercise with your brand.
I would suggest a three part plan to respond to consumers looking for information and responding to the information in their choice format.
1. Optimizing your images is a simple task for your SEO shop, start today.
2. Push to optimize all your digital assets this year.
3. Create a digital asset strategy. What should we be creating for our digital constituents? Who are the partners we need to work with to develop and implement the digital asset strategy? Of course I am biased, so I will suggest first and foremost that your SEO shop be leveraged here, but I would strongly suggest your PR firm, CPA, iAgency, content providers and beyond.
I can hear you asking me, what is the ROI of DAO? How I would suggest you think about ROI is we are responding to consumers looking information in a format that they choose. Thus the response rate will improve driving more traffic to your site for further engagement and influence, search IS a branding medium, and we will develop a deep understanding of what consumers are looking for in terms of format of information.
