Quick: what was the last thing you searched for online? Did you type it into Google? Did you search for a product on Amazon? Maybe you even did a search on Yelp?
You may be more likely to do one or more of these things depending on your age. That’s right: the way you search could be showing your age.
But before you start worrying about seeing wrinkles in your browser bar, realize that these differences can translate to huge advantages for companies that want to target certain age groups through search. By taking the typical search habits of their target age group into account, they can adjust their search engine optimization (SEO) habits and other digital marketing strategies to fit.
So, if your brand wants to target certain age demographics, consider the insights below:
SILENT GENERATION (AGES 75-90+): SEMANTIC SEARCH OR NONE AT ALL
Unfortunately, many voices in the silent generation are silenced by lumping them with boomers. Not a lot of data is available on the greatest generation since age demographics used by companies like Pew Research are flattened into “65+.”
What we do know is that a fair portion of these older adults do go online: Pew says that 47% of those 75-79 use the internet, while 37% of those 80+ use it. In fact, 21% of those above 80 have broadband in their homes, so never underestimate the wisdom of your typical search user!
Since these individuals adopted technology later in life, they tend to hold onto old communication habits like using search in complete sentences. Some are even polite enough to tell Google “please” and “thank you.” If your aim is to target the Greatest Generation through search, try to emphasize long tail keyword phrases.
BABY BOOMERS (AGES 52-74): HUNGRY FOR CONTENT, SOCIAL MEDIA
Plot twist: Baby Boomers spend more time bingeing online than any other generation! According to AdWeek, Boomers are more likely to spend more than 20 hours consuming content a week than Millennial or Gen X counterparts. 65% also use Facebook to find content to consume, more than any other generation.
Based on these habits, content marketing through blogs or highly clickable infotainment pieces can be highly effective, especially when shared cross-channel with Facebook. Boomers can also be targeted quite well with paid ads on either platform, but make sure to catch them when they browse most often: 5:00 AM to noon when scheduling out ads.
Another thing you may have overlooked: Boomers love Bing. People aged 55-64 are their most common age bracket.
GEN XERS (AGES 34-51): LOVE BLOGS, TWITTER AND PHOTOS
Unlike boomers, who only care to read articles if they are around 200 words, Gen-Xers prefer to read blogs of 500 words or more. These medium-length blogs are their favorite form of content, but they also enjoy images, especially over things commonly shared like memes and videos.
35% of Gen-Xers consume content from 8 PM to midnight, putting them closer in line with their millennial children’s habits than their own older peers.
Gen-Xers also increasingly embrace voice search as a way to use their smart devices hands free, so a focus on descriptive, semantic search terms can benefit brands.
MILLENNIALS (AGES 21-33): HATE ADS, OBSESSED WITH ONLINE VIDEO
Millennials have driven the surge in video content, helping turn platforms like Youtube and Netflix into fully fledged content channels with audiences almost on par with traditional TV. 37% of millennials binge-watch YouTube daily, while only 4% say they “never” binge watch. Since video results appear prominently in search, adding video content to your SEO strategy can help you find success.
As much as they love video, though, they hate ads: 64% of Millennials use AdBlock, so focus on content rather than paid ads if you want to get their attention through search.
GEN Z (AGES 0-20): ????
Generational identities seem to be forged under the disgruntled opinions of the previous one as they come of age, so the young ones have been spared for now. One of the few things we do know is that they are slow to adopt voice search, and that they spend even more time than millennials consuming content through platforms like YouTube, Snapchat and Instagram.
Since this generation is growing up in an increasingly connected society, an omnichannel strategy should work best by reinforcing and repeating content they would find on other platforms.
YOU HAVE TO KNOW MORE ABOUT YOUR AUDIENCE THAN THEIR SEARCH ENGINE HABITS BY AGE
While these pointers above can help you find your direction, remember that no person is defined just by the year they were born. Make sure to research your audience diligently and measure their response, or hire an experienced digital marketing agency that can help boost your SEO and develop a strategy tailored to your biggest opportunities.
The post How Search Engine Habits Vary By Age appeared first on Optimized Scribes.
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