30-second summary:
- Semantic search enables retailers to reach a broader audience of potential consumers who are outside their traditional targeted approach.
- For semantic search to be effective, websites must provide a rich landscape of relevant content for context.
- Effectively influencing semantic search requires the right tools and technology to achieve results.
Search capability is an obvious, integral aspect of any online marketing. But, more savvy marketers look beyond the traditional lexical search capability where the search engine looks for exact matches to a query or search term and respond with a text tag to a specific keyword[1] set to also explore the viability of semantic search. Taking intent and contextual meaning into account broadens the search and is beneficial to those retailers attempting to reach an audience who might not know exactly what they want but are interested in starting a purchase journey.
Taking search to the next level
Using retargeting and social ads is effective to reach out to a group of potential consumers based on what you think your customer base looks like and your established profiles. You need to be visible in that space for a chance to win that business. However, it’s not enough to reach out to those who likely fit your traditional personas. It’s vital to think both in terms that are broader and more refined by being visible to those who are interested in what you have to offer but might not yet know about your product or brand.
Paid search is a tried and true method for reaching customers who already are raising their hand to say they’re interested in what you have to offer. It’s the digital advertising channel to ensure you show up in the right space to meet customers where they’re already searching.