Search marketing used to be a simple idea: Create keyword strategies optimized for your products, buy those relevant keywords, and track and adjust accordingly. But the explosion of new devices and platforms (smartphones, social media, geo-fencing), have changed the equation fundamentally. The path-to-purchase is no longer a simple funnel. It’s more like a winding path that backtracks on itself with sudden hairpin turns that come out of nowhere.
If you want to reach consumers, you have to be where they are. And though they’re still primarily on Google, things may be changing. According to a survey of 800 consumers from Fivesight Research, when consumers are thinking about search, they’re thinking about Google. About 84% of smartphone users are using Google, regardless of whether they’re on an iPhone or Android system. On desktops, Google accounts for 79% of the searches.
Customer reviews are becoming increasingly important for marketers (particularly retailers) to boost their search results. That’s why companies like Chatmeter, which provides brands with actionable information about what customers are saying in and around local store locations, exist. Search Insider spoke with Chatmeter CEO Collin Holmes about the importance of reviews and the future of search.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Obama AND Romney or Obama + Romney.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used.) For example, search for democrat OR republican to find results that refer to
Democrats and/or Republicans.
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".