This document discusses how Google is adapting search results to provide more localized, relevant information to users. It notes that Google is creating new result types like knowledge cards, video results, and localized results that provide information tailored to a user's location. The document also discusses how brands can adapt by ensuring their content is useful, relevant, and meets users across different devices and points in their decision journey. It provides tips for moving companies on creating mobile-friendly content to reach users throughout the moving process.

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#SDAMA
Content: Your
Digital Salesperson
Katie Fellenz
Vice President, Marketing
NextLeft

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Source: McKinsey&Company

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What about all of the moments before the trigger?
We’re
MovingHouse
Values
Packing
SuppliesI Want
a New
Job
Homes
for Sale
What to
expect when
you’re
expecting
Mortgage
Calculator
Best
School
Districts
Safest
Towns
in U.S.
Just
Married

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https://www.youtube.com/watch?v=cplXL-E1ioA&feature=youtu.be

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Be There Be Useful Be Relevant

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How is Google adapting?

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Creating New Result Types
Google continues to evolve in an effort to help provide users the best information, as
quickly as possible
Localized Results
Knowledge Cards Videos
Articles

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Localized Results: What’s Happening?

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Heat Map: Local 3-Pack Local 3-Pack Searches
Localized Results: Why Does It Matter?

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Rich Snippets (Article Cards): What’s Happening?

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Knowledge Cards: What’s Happening?

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Knowledge Cards: Why Does It Matter?

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Video Results: What’s Happening?

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Video Results: Why Does It Matter?

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How can brands adapt?

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where have we been?
CURRENT CONTENT
Be There.
Be Useful.
Be Relevant.
The MOVING PROCESS
Early Moving
Research
Moving Process &
Education
Services & Price
Research

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where have we been?
CURRENT CONTENTBE THERE
More Google searches take place on mobile devices than
on computers in 10 countries, including the US and Japan
90% of Smartphone users say they’ve used their phone to
make progress towards a long-term goal or multi-step process
while out and about
Consumers interact with 7.1touch-points on average
throughout their purchase journey
6/10 internet users start shopping on one device and finish on
a different device
What we know…

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“Moving Tips”
8,100 MSV
Mobile SERPs

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Mobile Experience
“Moving Tips”
8,100 MSV

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Mobile Experience
“Moving Tips”
8,100 MSV

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where have we been?
CURRENT CONTENTBE USEFUL
51% of smartphone users have purchased from a
company/brand other than the one they intended to
because the information provided was useful
What we know…
80% of all queries that Google receives are
informational queries
48% of Smartphone users are more likely to
buy from companies
whose mobile sites or apps provide
instructional video content

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Get Ideas Look UpInfo Make Decisions
B E U S E F U L

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Get Ideas Look UpInfo Make Decisions
B E U S E F U L

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Get Ideas Look UpInfo Make Decisions
B E U S E F U L

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where have we been?
CURRENT CONTENTBE RELEVANT
52% of consumers say brand messages feel intrusive and
spammyif not relevant
78% of consumers said they want some degree of
content personalization
What we know…

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https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html

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Thank You!
katie.fellenz@nextleft.com