People of different ages search differently. In fact, Google’s search data shows that search term lengths are growing with each new generation. Boomers average about 4 words per search, while long-tail search loving Gen Z averages 5 words per search. As a smart marketer, you should be keeping an eye on generational search trends. When you know how each of your different customers search, you can make sure you’re meeting their expectations and creating a good user experience. In this article, we’ll look at generational search trends across Gen X, Gen Y (also known as millennials) and Gen Z. Gen X Born between 1965 and 1980, Gen X are natural self-starters. They didn’t grow up with search, but they quickly mastered it. While it can be hard to earn a Gen Xer’s trust, once you have it, they’re typically loyal customers. Gen X search trends 72% research businesses online Less likely to search for “best”, “top” or “popular”More likely to look for an article that compares products before purchasing Gen X social media trends 95% use Facebook35% use LinkedIn25% post regularly on TwitterValue independence and prefer to make their own assessments of a product, brand or serviceContent should educate and excite (how-to videos, tutorials and in-depth explanations) Top tips to appeal to Gen X in search Consistent brand messaging across your website and business directories is keyMake sure to reward loyalty with discounts, a thank you email and excellent customer serviceIf you’re looking to do some social advertising, focus on Facebook Gen Y Members of Gen Y — commonly referred to as millennials — were born between 1981 and 1995. Often considered digital natives, millennials are very comfortable using technology to search for everything across multiple platforms. Gen Y search trends Tend to care more about...

After first getting to know Gen Z, the team at REACH by RentCafe investigated how this tech-savvy generation searches online so that you can learn the best way to attract these young renters. Gen Zers have developed specific search and viewing habits For a generation that has grown up glued to computers, phones and tablets, Gen Zers have had years to cultivate their online search habits. In a series of 36 video interviews with members of Gen Z, REACH by RentCafe found that participants tended to start their search on Google, and often used long-tail search phrases, averaging 4.9 words per search. This is higher than the overall average of 4.2 words. Additionally, Gen Z tends to favor key words such as “Best,” “Cheap” and “How to” when searching online. Members of Gen Z also spend a lot of their time online watching videos, and they have specific preferences when it comes to which type of clips they like to watch. In a survey of over 10,000 Gen Zers published on rentcafe.com, 69% said they preferred a combination of user-created and professionally produced videos. This generation has come of age online, and as these renters enter adulthood, it’s clear that they are not only fully equipped to navigate the internet, but they’ve also developed a specific way of doing so. Gen Z attention span < goldfish attention span Did you know that with an estimated attention span of just 8 seconds Gen Zers are even less alert than their millennial counterparts (12 seconds) and, yes, goldfish (9 seconds)? In one video interview from the series, Gen Z member Keona spoke about how, when searching online for restaurants, thousands of results could be “overwhelming.” She continued, “I have a very short attention span, and I...

Voice search is growing at an incredible pace. As we write content, we need to adapt to its unique format and language. Search Engine Land reports that voice search has risen significantly in the past year. Nearly 42 percent of users adopted voice search in the last six months alone. During our recent Open Café session, the State of Search Marketing, we polled 100 users from across the U.S. to learn how they interacted with voice search. This is what we learned: 10 percent of people surveyed use voice search all of the time 30 percent of respondents occasionally use voice search 35 percent of respondents rarely use voice search Voice search appeals to about 75 percent of respondents, and that number continues to grow. When you consider that the average renter will view 20 properties online, but will only visit three in person, it is vital that your property appears at the top of their voice search results. Take a second look at your content through the lens of voice search. There are two key components that differentiate voice search from text search. The first is more descriptive, longer-tail keywords and the second is question-based search phrases. Greater Description with Keyword In a text search, users adapt to computer language. Short phrases such as “apartments cabbagetown atlanta” or “dates YASC DC 2016” offer just enough info to connect users with general information. With voice search, users speak to their personal assistant as they would a friend, using full-length and often complex sentences. “Siri, find one-bedroom apartments for rent near a MARTA station in Cabbagetown” or “Okay, Google: find the dates for YASC in Washington, D.C. this year.” With this in mind, write content that reflects how people speak to one another. You can...

Where were you on the night of August 6? While you were probably sleeping (we certainly were), Google rolled out changes to the way local businesses appear in search results. This update affects everyone from restaurants and retail stores to—yep, you guessed it—apartment communities and property management companies. What? Google has updated how local results appear to both desktop and mobile searchers. Before the update, seven local businesses would appear under the map that displays local search results. After the update, only three local businesses appear. What was known as the “7-pack” by SEO experts is now the “3-pack.” Instead of ranking in the top seven local results for a search, you now have to rank in the top three to show up on the first page. Why? While Google has called this an update that “provides people with more relevant information,” multiple sources have suggested that this might be a move to encourage more businesses to use AdWords, Google’s pay per click (PPC) advertising tool. When the chance that you will appear in organic search results is reduced, you will probably be more inclined to pay for priority placement. How will it affect property management? Less space is dedicated to local results Before your business had to rank in the top seven to appear organically, now it has to be in the top three Less information now appears under the local listings; exact addresses and Google+ links have been removed Business hours have been added On mobile searches, reviews and the click-to-call button appear (websites do not) On desktop searches, reviews and website links appear (phone numbers do not) Although fewer local listings are now instantly visible, when a user does click through to get more information about local results, 17 additional local...