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Research: Re-opening is Driving New Online Search Opportunities

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Research: Re-opening is Driving New Online Search Opportunities

New research by BrightEdge shows emerging post-pandemic consumer trends are creating new opportunities for online search. There are clear winners in many areas from local search to travel. Other previously booming industries are experiencing a sharp pullback.

Shifts in Consumer Spending

The pandemic caused dramatic changes to how consumers spend and what they spend it on. The re-opening of the economy is causing similarly dramatic changes to online spending habits that may accelerate as the year progresses.

Re-opening Economy

Approximately 28% of the United States population fully vaccinated which in turn may be influencing changes in these verticals:

  • Local Search – Dining
  • Travel and Hospitality (Hotels, Flights )
  • Digital Transformation
  • E-commerce

Local Search – Dining

Pandemic trends saw increasing searches for take-out related phrases with a decrease in dine-in search queries. That trend is now reversing.

Take-out related phrases are trending lower while dining-in related search queries are trending upward.

The BrightEdge report notes:

“Within the Restaurant category we’re seeing a shift away from Take Out & Delivery and an increase in search using the “Dine in” qualifier.”

Changes in Travel Searches

These changes are reflected in 2021 search trends.

Head terms are seeing dramatic upward trends. Searches like “Flights” and “Cheap Flights” are trending upwards.

While there may be more volume in International Flights keyword phrase, Domestic Flights is seeing a more dramatic upturn. This may be an indication that families are keen to get together, driving more growth in domestic flights related keyword phrases.

Top Ten Dining Related Queries by Growth

  1. Happy hour
  2. Dessert
  3. Brazilian
  4. Seafood
  5. Chili
  6. Sushi
  7. Italian
  8. Mexican
  9. Vegan
  10. Japanese

Negative Trending Dining Queries

Interestingly there were four types of dining queries that were trending negatively by losing search queries.

  • Chinese
  • Thai
  • Pho
  • French

Slower Growth Dining Queries

While the following queries types were experiencing growth they were doing so at noticeably lower rates of growth.

  • Ramen
  • Mediterranean
  • Pizza

What Do Negative and Slow Growth Trends Mean?

It could be that Chinese and pizza search queries experienced so much growth during the pandemic that people are ready for other dining-in options at an expanding range of cuisines.

Single people and couples may be re-entering the dining out scene, as evidenced by increased queries for happy hour.

Vacations Trending Upward

Vacation related keyword phrases are also trending upward. According to BrightEdge, searches for AirBnB are recording strong growth.

Hotel related phrases are trending a remarkable 350% in April 2021 over April 2020.

According to BrightEdge:

“Interest in Hotels reached the highest point in more than a year with nearly 35 million searches for Hotels in March by searchers in the US.”

Markets in the south are leading as destinations in hotel search queries.

Top Ten Hotel Search Queries

  1. Hotels in South Carolina
  2. Hotels in Alabama
  3. Hotels in Florida
  4. Hotels in Texas
  5. Hotels in Missouri
  6. Hotels in Tennessee
  7. Hotels in Hawaii
  8. Hotels in Virginia
  9. Hotels in California
  10. Hotels in Georgia

Travel Related Ecommerce Queries

Demand for luggage is experiencing a strong upward trend, reflecting how general travel trends can spill over into ecommerce. Look for renewed interest in travel guides as well, with searches also strongly trending upwards.

There is also strong demand for vacation and business related travel apparel. The top ten apparel type queries are dominated by seasonal and vacation clothing. But BrightEdge notes that suits also is trending upward, reflecting how the post-pandemic re-opening is causing changes that ripple out into ecommerce.

Top Ten Clothing Queries by Growth

  1. Shorts
  2. Swimwear
  3. Sandals and Slides
  4. Bottoms
  5. T-shirts
  6. Cleats
  7. Dresses and Skirts
  8. Suits
  9. Tops
  10. Casual

Digital Transformation

Digital Transformation has to do with taking businesses online, which includes video conferencing. BrightEdge notes that while this area is experiencing a contraction they note that “demand remains at levels dramatically higher than historic norms.

Trends for a Time of Transition

These trends are indicators of what may soon become explosive growth. However it is too soon to say we’ve reached a new normal or to say what that normal will be when we reach it.

BrightEdge offered their opinion of what they feel are clear trends:

  • The areas that saw the biggest surges in interest from COVID are mostly pulling back.
  • The areas that were hurt most by the Pandemic are also recovering as the vaccine rolls out.
  • A few key areas look they are here to stay as a “new normal” begins to emerge.

Citation

Read the full BrightEdge Report

Beyond the Search Evolution: How Vaccines Will Shape the Future of SEO and Digital

Searchenginejournal.com

MARKETING

Sneak Peek: The MozCon 2023 Speaker Line-Up

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Sneak Peek: The MozCon 2023 Speaker Line-Up

The year may slowly be wrapping up but we’ve got an extra special, early gift to share before you log off that laptop and put away your favorite travel mug.

We’re thrilled to announce the first 19 extraordinary speakers that will be taking the MozCon 2023 stage in Seattle this coming August (in alphabetical order).

Snag your Super Early Bird tickets!

Meet the speakers

Amanda Jordan (she/her)

Director of Digital Strategy, RicketyRoo
@amandatjordan | @ricketyroo

Amanda is passionate about helping complex, large businesses improve their local visibility. Her background includes working with clients in the legal, health, financial, and home services industries.

Andi Jarvis (he/him)

Strategy Director, Eximo Marketing
@andijarvis | @EximoMarketing

Andi is the Founder and Strategy Director of Eximo Marketing, a marketing strategy consultancy based in the UK. Eximo works with established manufacturers who want to grow their business via direct to consumer. Andi also hosts the Strategy Sessions podcast.

Brie E. Anderson (she/her)

Owner, BEAST Analytics
@brie_e_anderson

Brie E Anderson is an Analytical Nerd with a Soft Spot for Strategy. She’s spent the last 10 years helping businesses of all sizes execute data-driven strategies to increase ROI. Today, she runs BEAST Analytics, a digital marketing analytics consultancy.

Carrie Rose (she/her)

CEO & Founder, Rise At Seven
@CarrieRosePR | @RiseAtSeven

Carrie Rose, Founder of leading Global Search-First Creative Agency Rise at Seven both driving and facilitating search demand for global brands operating in 4 locations across the world including UK, US and EU

Chris Long (he/him)

VP of Marketing, Go Fish Digital

@GoFishChris | @GoFishDigital

Chris Long is the VP of Marketing for the Go Fish Digital team. He works with unique problems and advanced search situations to help clients improve organic traffic through a deep understanding of Google’s algorithm and web technology.

Crystal Carter (she/her)

Head of SEO Communications, Wix
@CrystalontheWeb | @wix

Head of SEO Communications, Wix, Crystal is an SEO & digital marketer with over 15 years of experience. Her clients have included Disney, McDonalds, and Tomy. An avid SEO communicator, her work has been featured at Google Search Central, Brighton SEO and more.

Daniel Waisberg (he/him)

Search Advocate, Google
@DanielWaisberg | @google

Daniel is a Search Advocate at Google, part of the Search Console engineering team. His job is divided between educating / inspiring the Search community and working with the product’s engineering team to develop new capabilities.

Duane Brown (he/him)

Founder & Head of Strategy, Take Some Risk Inc.
@DuaneBrown

Duane has lived in 6 cities across 3 continents while working with Ecom, DTC and SaaS brands. He now lives in Canada helping brands grow through data, strategy and PPC marketing across search & social ad platforms.

Jackie Chu (she/her)

SEO Lead, Intelligence, Uber
@jackiecchu | @uber

Jackie Chu is currently the SEO Lead, Intelligence for Uber, driving analytics and tooling for the SEO teams globally. She has deep experience in technical SEO, content SEO, ASO and international SEO spanning both B2B and B2C industries.

Jes Scholz (she/her)

Group CMO, Ringier
jes_scholz | @ringier_ag

Group CMO at Swiss media giant Ringier, marketing technologist & mum of two tiny humans. Jes loves to talk about the future of search, smart marketing automation and travel.

Lidia Infante (she/her)

Senior SEO Manager, Sanity
@LidiaInfanteM | @sanity_io

Lidia has been working in SEO for almost a decade, helping businesses in SaaS, media and e-commerce grow online. She has a BSC in Psychology and a Master in Digital Business and is a regular speaker at SEO events such as MozCon, BrightonSEO or WTSFest.

Lily Ray (she/her)

Senior Director, SEO & Head of Organic Research, Amsive Digital
@lilyraynyc | @​​amsive_digital

Lily Ray is the Sr. Director, SEO & Head of Organic Research at Amsive Digital, where she provides strategic leadership for the agency’s SEO client programs. Lily began her SEO career in 2010 in a fast-paced start-up environment and moved quickly into the agency world, where she helped grow and establish an award-winning SEO department that delivered high impact work for a fast-growing list of notable clients, including Fortune 500 companies.

Miracle Inameti-Archibong (she/her)

Head of Organic Search, John Lewis (Financial Services)
@Mira_Inam

Miracle is Head of Organic Search at John Lewis (Financial Services) and is armed with more than a decade of supporting national, and global brands with technical SEO and data strategy.

Noah Learner (he/him/his)

Product Director, Two Octobers
@NoahLearner | @twooctobers

Noah is a technical marketer, nicknamed the Kraken, who is happiest building SEO tools, automations, data pipelines and communities. When not in the lab, he loves skiing, fly fishing, camping with his family, and walking his dog, Shadow.

Dr. Pete Meyers (he/him)

Marketing Scientist, Moz
@Dr_Pete | @Moz

Dr. Pete is Marketing Scientist for Seattle-based Moz, where he works with the marketing and data science teams on product research and data-driven content.

Ross Simmonds (he/him)

CEO & Founder, Foundation Marketing
@TheCoolestCool | @FoundationIncCo

Ross Simmonds is the founder & CEO of Foundation, a global marketing agency that provides services to organizations all over the world ranging from some of the fastest-growing startups to global brands. He was named one of Atlantic Canada’s Top 50 CEO.

Tom Anthony (he/him)

CTO, SearchPilot
@TomAnthonySEO | @SearchPilot

Tom is CTO at SearchPilot, where he leads the engineering & product teams. Tom has been working on the web for over 25 years, and has a PhD in Computer Science. He lives with his wife and 3 daughters in Germany.

Tom Capper (he/him)

Senior Search Scientist, Moz
@thcapper | @Moz

Tom heads up the Search Science team at Moz, providing research and insight for Moz’s next generation of tools. Previously he headed up the London consulting team for SEO agency Distilled, and worked as a chef in a roadside grill.

Wil Reynolds (he/him)

CEO & Vice President of Innovation, Seer Interactive
@wilreynolds | @SeerInteractive

Wil has been leading the charge to leverage “Big Data” to break down silos between SEO, PPC, and traditional marketing — pulling together data from various sources to see the big picture.

Meet the emcees

Cheryl Draper (she/her)

Event Marketing Manager, Moz
@CherylDraper | @Moz

Melissa Rae Brown (she/her)

Learning Team Manager, Moz
@Melissa_R_B_ | @Moz

Ola King (he/him)

User Researcher, Moz
@justolaking | @Moz

From fan favorites to fresh faces, it’s a pretty great start to what’s sure to be the best MozCon yet! We’ll have even more incredible speakers to reveal, including our community speaker lineup, in early 2023.

But don’t wait to snag your tickets! Save up to $600 on MozCon 2023 now with Super Early Bird pricing.

Grab your Super Early Bird tickets!

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