We’re grown accustomed to using “Google” as a verb. The problem with that, however, is it tends to narrow our definition of search. YouTube is the No. 2 website in the world, making the video sharing site the second most popular search engine. Few consumers think of YouTube when they think of search, but just about every visit to YouTube starts with a keyword search… just like Google and Bing and Yahoo.
If you expand your definition of search, you’ll start to see the web differently. This is a world full of search engines. And that might start changing the way you plan your own online content. Since it’s undeniable that YouTube is a search engine, doesn’t it make sense to start considering original video content as part of your content strategy? Or maybe you could simply embed some popular videos on your site. What about product and service reviews?
Think about “search engines” such as Angie’s List, a site that lets you search for a contractor, and Epicurious, a site that lets you search for a recipe. It might be time to reconsider how and where potential visitors and customers use search when you’re creating content.
If you expand your definition of search, you’ll start to see the web differently. This is a world full of search engines.
In fact, of the Alexa top 10 United States websites, all of them are search focused, if not highly reliant on their site search tools:
But consider sites you may be using all day that you don’t consider to be search sites (they are search engines!):
You might not be able to rank #1 in Google Search, but what can you do with your LinkedIn page, which is still a top-10 internet property? How about a few posts a day on Twitter? You never know where a customer will find you.
If visitors can search for it, you might just have discovered a new way to market your business.
Don’t forget the search bar on your own site. Make sure every post, image, video or page is full of the language your visitors use to find what they’re looking for.