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5 shifts in consumer google search behaviour

If you use Google Search Advertising with your business, you will want to understand how COVID-19 is changing behaviour. Google summarized their findings into 5 main shifts in consumer behavior.

If you use Google Search Advertising with your business, you will want to understand how COVID-19 is changing behaviour.

Google summarized their findings into 5 main shifts in consumer behavior.

1. Consumers are researching and compiling critical information.

·      They are searching “can you freeze” different types of food.

·      Home delivery.

·      Short term work employee.

·      Mortgage rate suspension

Create some content that answers these questions in whatever industry you are in. It’s one of the ways that you can get your brand into the hands of consumers right now. Give people real time information, and regularly communicate. Make sure that your Google my Business page is up to date. Do some research and see what people are searching for in your industry.

2. New connections and nurturing existing relationships.

Making sure that we all stay connected is a message that is hard to ignore. Search interest is spiking for “with me” … as in “study with me”, “cook with me”, “disinfect with me”. Take a look at your business and decide if you could promote “[xyz] with me”.

3. Adjusting habits and routines.

Routines are changing. There has been a spike in search words such as “stationary bike” and “dumbbell sets”. People are looking for ways to have some routine using an at-home method.

We are also still in love with reality tv, and so there is a spike in people watching other people adapt to new routines. Late night talk show interest has been up ever since everyone started self-isolating and broadcasting from home.

4. Grateful for Essential Workers

There is a lot of praise for health care workers, front line workers not in healthcare, and anyone who is risking their health to do their job. There is a spike in “thank essential workers” as people are looking for ideas on how to thank the front line.

5. Taking care of mental health.

As we continue to self-isolate, google is noticing an increase in search volume for the following:

·       Boredom

·       Anxiety

·       Uncertainty

·       Virtual activities

·       Puzzles

This means that people are taking care of themselves (or trying to) during this pandemic. They are looking for ways to keep their brain active.

As well, there is a spike in virtual tours. So, again people are looking for ways to connect during this period of self-isolation. Stay top of mind for people by organizing virtual collaborations, and live virtual events to keep people connected.

Google emphasizes that consumers will remember the businesses that were useful during the COVID-19 pandemic, and knowing what people are searching for is going to help you with that.

Most searches now have to do with “at home” solution (routines, habits, mental health), “staying connected” and “gratitude” for front line workers.

As humanity, I think that is some pretty heart-warming data.

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