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Consumer Search Optimisation: Higher Accuracy for Critical Search Requirements

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Consumer Search Optimisation: Higher Accuracy for Critical Search Requirements

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  1. Consumer Search Optimisation: HIGHER ACCURACY FOR CRITICAL SEARCH REQUIREMENTS

  2. Over the last decade, we’ve seen major changes that have evolved how search works for both brands and consumers. In the retail space, for example, the once flourishing high-streets decline as the majority of consumers demand convenience. The fast-paced development of mobile technology feeds the savvy consumers' demands for practical means of searching and acquiring almost anything they need in their daily lives using the internet.

  3. We’ve never seen innovations as disruptive as ever popping out one after another as fast as it does now. Consider automation on the internet using artificial intelligence in so many ways and the use of chatbots to streamline customer service support so that brands can focus more on productive ways of marketing their products and services. These are the exciting times when drone deliveries are setting a precedent, and a time when augmented reality, virtual reality, machine learning emerges as they become aggregates of marketing processes to provide better search experience in the internet space. Search engines, particularly Google does continuous research and analysis to improve the quality of search experience for users.

  4. Despite these advances, we consumers still find something is amiss. It’s true that a lot of websites make it to the first page of SERP or even the most coveted position 0. However, in the reality of actual search, how much of these result give us exactly what we are looking for? Even those that occupy the top spot (apparently passed every SEO metric) may not satisfy our search intent. So this is a case of the results being beside the point. Perhaps the “additional context” that Google offers is not applicable in every situation. Take, for example; you are researching for “Sigmund Freud.” It makes more sense to see his biography, his published books, popular quotes. These suggestions fit into the “learning” and “discovery” intent. Whereas, when you are trying to look for something very specific, say something to eat for dinner that is “vegan”, “gluten-free” and “low in sugar” or will not trigger your allergy buttons, you need specific answers - accurate answers for that matter. But this isn’t always the case. The latter scenario belonging to the food industry and in particular cases where the stakes are high when it comes to health issues - there should be no margin for error. Is the question - are the latest SEO standards sufficient regarding providing accurate search results?

  5. Customer Search Optimisation (CSO) claims to be the next generation of search technology. It is anchored on the search behaviour of users. It deploys the combination of artificial intelligence (AI), machine learning and human expertise that is sort of promising in filling in the gap in the current search capabilities. According to Markus Stripf, CEO of Spoon Guru, the main ingredients in CSO are tagging and natural language processing. Spoon Guru is an app for understanding individual food requirements for searching tailored food recommendations. It uses Tags technology to break down language in translates it into labels. Through CSO, it analyses billions of data tags, statements, words and classifies preferences in grocery retail.

  6. CSO opens up the market to match products with consumer requirements on a micro level. The inclusion of human intervention in its process makes sure that industry expertise, (that’s nutrition in the case of Spoon Guru) is injected to oversee, identify and resolve inconsistencies with classifications right away. It looks like this model of search technology puts the consumer at the centre, but sounds promising for brands as well. Initially transforming the grocery retail because of the highly specific requirements (dietary and health), CSO is expected to expand in other sectors such as fashion, sports, entertainment, events, hospitality and even pets. At this point, there is much to learn about this technology and watch for as it progresses.

  7. Source: HTTP://DIGITALMARKETING AUTHORITY.BLOGSPOT.COM /2018/05/OVER-LAST- DECADE-WEVE-SEEN- MAJOR.HTML

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