BrightEdge Intent Signal: Optimize for Organic Opportunity “Above the Fold”

Micro-moments Shape the Customer Experience

Whether it’s finding the address of a local establishment or seeking out a video to learn a new skill, search intent influences what a customer is hoping to find. Google describes this search behavior as the micro-moment : fleeting digital forays that fulfill a desire to know something, go somewhere, do something, or buy something.

To provide the best content relative to the micro-moment, search results now feature a variety of content types, including ads, local listings, and maps – just to name a few.

Marketers Must Understand and Go After Organic Opportunity

While this provides a highly relevant and optimal customer experience, the addition of new content types can push organic listings below the fold on the standard screen sizes of desktop, tablet and smartphone. When organic results display below the fold, they are not as immediately visible and the result is a drop in traffic, conversions, and revenue.

It is now critical to know how search intent and the corresponding micro-moment impact organic results. Knowing when organic results – and your pages – appear above the fold helps you understand the “organic-friendliness” of topics so that you can prioritize your efforts and drive maximum business outcomes.

BrightEdge Introduces Intent Signal to Reveal Organic Potential

BrightEdge Intent Signal is the first and only solution that helps search marketers understand and optimize for organic potential. It automatically identifies which topics show organic results above or below the fold. It goes a step further to tell you when your pages show above the fold – and are highly visible – and where you should focus your efforts to capture more of the organic opportunity.

BrightEdge customers can also instantly segment keywords to support results-driven optimizations. Using a pre-built template in StoryBuilder , categorize your keywords according to organic potential, in order to:

• Optimize existing or create new content where there is significant opportunity to drive big business impact
• Monitor keywords to maintain performance where you are excelling in capturing above-the-fold opportunity
• Collaborate with paid search teams for keywords with organic listings below the fold – to drive traffic in the meantime, while also monitoring for changes to organic-friendliness over time

Search results that align with micro-moments provide better, more delightful customer experiences. They are here to stay and will no doubt evolve in the quest to deliver the most relevant search results to customers. To succeed with organic today, search marketers must understand which topics have the greatest organic potential and pursue the most promising opportunities. Begin with BrightEdge Intent Signal to understand the potential for organic success above the fold so that you prioritize efforts that have the greatest opportunity to drive the strongest business outcomes.

Intent Signal is now available to all BrightEdge customers. Learn more about Intent Signal or contact us for a demo today.

What is the impact of micro-moments on search results?