As Google and Amazon battle to be the preferred platform for product research, brands must clearly define the role of the brand site to ensure site investments add value to the consumer journey. Brands have to continually monitor consumers’ search behavior, justify their right to win on Google and evaluate the potential for consolidating site components — especially for multibrand enterprises. As explored in Gartner’s Digital IQ Index: Food U.S. 2019, this report details the various strategies deployed to address the role of the brand site and capitalize on search trends to gain consumer mindshare.
The Food U.S. 2019: Brand Site and the Right to Win on Google Insight Report addresses the following questions:
- Should brands continue to invest in their sites given the changing dynamics in the search landscape?
- How are best-in-class brands capitalizing on consumer search trends and using content to drive consumers to their sites?
- How are brands in perishable product categories investing in site and search optimization to influence and improve discoverability?