Published: 31 May 2023
Consumer search behavior constantly changes, presenting significant challenges for digital marketing leaders to optimize their search marketing strategy. This research examines how leading consumer brands stay ahead by proactively updating paid keywords to align with consumers’ search interests.
Top ranked “Genius” consumer brands prioritize updating their paid keywords more frequently than organic keywords. Genius brandsbalance capturing new potential customers by keeping up with changing search behavior and maintaining a strong association with evergreen terms through organic content, maximizing their search marketing efforts and driving more traffic to their websites.
By focusing on educational keywords, such as “how to hang curtains,” top-performing brands updated 64% of their paid educational keywords in 2022, compared to 36% on average in their industries, ultimately capturing consumer learning interests and increasing the likelihood of conversions.
Leading brands tend to optimize their paid keywords
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