The fact is, people now want, and expect, information and advice relevant to their needs.

People have realized that by being more specific in how they search, they can more quickly get to the information they’re looking for. A specialized pair of running shoes is one example. Shampoo for a certain type of hair is another. In fact, mobile searches for “shampoo for ____” are up 130% over the past two years (e.g., “shampoo for highlighted hair”).1

Search – the personal, personal, advisor

Google are also seeing this personal advisor theme play out quite literally, as people are specifically including qualifiers like “me” and “I” in their Google searches. Over the past two years, mobile searches on Google with the qualifier “for me” have grown over 60%. For example, consumers aren’t just searching for “best car insurance” anymore, they’re searching for “best car insurance for me.”  Or, “which dog is right for me.”

Picking a dog might strike you as being something a little emotionally advanced for search, but it’s only the tip of the iceberg. People are also wondering what they should and shouldn’t do. Mobile searches with the qualifier “should I” have grown over 65% in the past two years.2

“What should I get for lunch?” is something a person once would have asked a friend or coworker. Now it’s something they also ask of search

Just as “near me” is a contextual signal that people want to find something based on their location, these searches for “me” and “I” are signals that people expect personally relevant content. Marketers who understand search intent and look for patterns in how people qualify their needs have a big opportunity.

It’s fairly clear that if a person is wondering what she should have for lunch, then a restaurant might want to get in front of her with its menu or relevant lunchtime specials.

But what about those “___ for me” searches?

Just try a couple yourself. “Best running shoes for me” turns up quite a bit of content—some from publishers like Runner’s World and some from brands like Brooks, Nike, and Asics offering to help runners find that perfect shoe.

The same goes for “best shampoo for me” and “what kind of dog should I get?” Redken offers a hair diagnostic tool. The American Kennel Club and Pedigree are among those suggesting quizzes to help people select the right dog breed.

Savvy marketers and business owners now know that consumers want answers as well as ideas and inspiration. And they want these things fast. Those who can deliver answers to people’s personal needs will have an advantage.

Sources:

1-2 Google Data, U.S., Jan.-June 2015 vs. Jan.-June 2017.

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