Search volume for nonbranded air care and laundry care terms grew by 14% each from 2017 to 2018, compared to 9% and 7% for paper products and trash bags, respectively, according to Gartner L2’s report on the topic. The higher research behavior is an opportunity for brands in these categories to be the ‘first responders’ to consumer needs by hinging on their category expertise to educate consumers higher up the funnel.
Legacy brands like Dreft and Persil ProClean, which lack an edge on social media platforms, should mobilize resources in-house for SEO, focusing on strong content development to drive a successful search strategy. Enterprise brands that leverage search trends and create relevant content against high volume keywords see the payoff in high organic search visibility and site traffic. Bounce, for example, had only three video ads in 2018 hosted on non-retail sites, but capitalizes on nonbranded search trends in the laundry care category by optimizing for how-to terms to organically appear on the first page of 53% of searches related to dryer sheets.
Average search volume for the query “how many dryer sheets should i use” grew by 859% from 2017 to 2018, and Bounce’s site content hub “Drying 101” features articles that address these trending topics. Not only did Bounce’s content pages represent a 79% share of page views, but overall traffic to the site increased 489% from January to December 2018. In fact, five of the top ten keywords driving organic traffic to Bounce’s brand site contain the phrase “how-to,” demonstrating how richness in content can offset a lack of richness in visual appeal in categories like dryer sheets.
As consumer behavior constantly evolves in the digital age, brands should continuously monitor and evaluate its influence in the decisionmaking journey. By creating meaningful interactions early on in the decision-making process, brands build trust and engagement.