Over 35% of UK consumers find online search information to “often” be inaccurate

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 30, 2019, 9:40 AM UTC

Customers expect more from search results and brands’ websites, along with more choices of search methods.

This article cites a survey conducted by Yext stating that only 18% of UK consumers trust online search results “every time” while looking for brand information. Where 87% of consumers are happy with the answers received, 33% still want to validate its accuracy.

When looking for products and services, 63% of UK consumers begin their online journey with search engines. The survey states that over 35% of respondents find the information to “often” be inaccurate.

This makes it essential for brands to improve their content for maintaining customer engagement and loyalty. Jon Buss, managing director of Yext (UK and Northern Europe) says that brands must meet customers “at the moment of intent” by providing perfect answers to their search query.

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