What does best really mean?

As holiday shopping searches reach a fever pitch, you might find yourself qualifying your own search with the word “best”. But what does best really mean, and why does it matter?

The Rise of the Search for the “Best”

According to Google’s research, mobile searches for “best” have grown over 80% over the past two years. The thing people are searching for doesn’t necessarily have to be the biggest thing, either: “We’ve seen strong growth in things like ‘best toothbrush’ over the past couple years.” But what’s really interesting here is that best doesn’t mean ABSOLUTE here. Rather, it means what’s best for you.

Here are a few factors to consider when thinking about the word “best” as it relates to searching:

Convenience

When people search for the “best” of something, they:

Are indicating through that search that they want more information – they are in research and comparison mode. Is your website giving them the information they need at this stage? Are your ads that target these keywords giving them the information they need at this stage? How will what they find compare to what they’ll find about your competitors?
Will search until they find whatever most meets their definition of “best” at the time of search. For example, “best shoes” is different from “best shoes to stand in all day.” It is particular to their situation. Of course, price and quality factor in, but they might be more likely to buy if it’s an easy option (close in proximity, easy to purchase, etc).

Confidence

Specific searches can indicate a clear intent to purchase. People want items that are relatable to them and they’re willing to expend time and energy researching as much as possible. They want to find the exact thing that will meet their needs.

Clarity

If you want to attract new buyers, ensure your content and search copy convey how your company will meet their needs.

This is true whether you’re a product- or service-based business. Use real-life examples or testimonials from actual users (user-generated content holds weight with potential buyers). How will their problem be solved by buying from you?
Whenever possible, demonstrate the product in action (a video is a really great example of how you can do this).