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Back in May of 2022, AMP Agency put out a report that predicted what the top trends of Summer 2022 were going to be based on historical search query data. Now that summer is over, we are looking back at a few of those predictions and seeing what we got right.  

If you missed it, the Summer Trends report explored 8 relevant categories to the summer season. 

  • Food & Drink
  • Beauty
  • Fashion
  • Entertainment
  • Activities
  • Purchases
  • Weddings
  • Travel

In each category, we gathered data on 5 topics.  With 40 topics total, we must have predicted a few correctly, right?

In this post, we are recapping the search query volume associated with some of the topics to see how we fared. For each topic, we are posting the search volume charts that we used to fuel our predictions. The original charts presented data from May 2018 through April 2022. We have updated those charts to show the search volume for the last 4 months (May - September 2022). Each chart is marked with an orange vertical line to delineate what data we used for our prediction and the actual data from the Summer of 2022.  

Read on to see if our guesses for this summer panned out the way we thought they would.

 

Food & Beverage

Canned Cocktails

Pre-mixed cocktails including spirit-based Ready To Drink (RTDs) beverages is the fastest growing format in the category according to this report.  Querying Google Trends on the phrase, “canned cocktails” in both the summer of 2020 and 2021, we found growth in search queries too. We felt we could boldly predict that the summer of 2022 would show higher demand for this beverage type. Pulling the search volume data from Google’s Keyword Planner, we don’t necessarily see a higher spike in queries but more of a prolonged interest.

For the months of May-August 2022, the search volume on the phrase “canned cocktails” matched the peak in the summer of 2021 (8,800 a month) based on Keyword Planner data.  This four-month period shows that search interest for this type of drink extended longer than in other summers.  We’ll see if the sales data matches the search data but it certainly seems that popularity for canned cocktails was high this past summer.

Burrata

If you thought a soft cheese of Italian origin with a rich flavor would become a popular post-pandemic food, well, you would be right. The interest in burrata has really multiplied over the past two years. Seeing the spike in query volume in July 2021 made us think we would see a bigger jump this year. This cheese was a hot trend in the summer of 2022.

Comparing the query volume reported by Keyword Planner for the months of July 2021 vs. July 2022, the interest for “burrata” increased by 26%. The AMP team hopes you enjoy it on salads, combined with some fresh tomatoes and olive oil, or mixed in with some pasta.

 

Beauty

Color Wow Dream Coat

With the endorsement of Kim Kardashian and her hair stylist, Chris Appleton, search volume skyrocketed for the Color Wow Dream Coat hair product. Seeing this spike in volume we thought this would only continue to increase due to the summer heat that brings a desire for a product that helps combat frizz due to summer humidity and saves your hairstyle.

 

In April, when we made our predictions, the search volume was 22,200. The search volume increased by 49% in comparison to May, however, it did not keep this upward trend throughout the summer, and search volume ended up decreasing by 45% instead after May. Perhaps everyone already stocked up on their Color Wow Dream Coat product before the summer began!

 

Elta MD Tinted Sunscreen

Considering the “clean girl” makeup look and skincare makeup products are currently trendy, search volume skyrocketed for the Elta MD Tinted Sunscreen, especially after Hailey Bieber revealed this was her favorite face product. With summer bringing higher UV rays, we figured this product would hit a new all-time high in search volume, especially with the need for products with sun-protecting qualities during the summer.

Unfortunately, we saw the opposite happen as search volume decreased by 45% in May compared to our predictions in April where the search volume was at its highest at 90,500. The Elta MD Tinted Sunscreen had its’ moment pre-summer 2022 but maybe next summer we will see it reach a new all-time high.

 

Fashion

Lululemon Crossbody

Everyone loves a way to keep their hands free but a convenient place to store their belongings, so in comes the crossbody. The Lululemon crossbody offers a sleek and stylish look with a variety of colors available. Lugging a purse around in the summer heat can be annoying, so we figured the Lululemon crossbody search interest would only increase as the summer went on.

And we were right! After our predictions were made in April, we saw a 123% increase in search volume, resulting in a new all-time high in search volume for the Lululemon crossbody. Did you snag one for yourself this summer?

 

Nike Air Monarch Men’s Shoes

The resurgence of 90s fashion has brought along the ultimate “dad shoe”, aka the Nike Air Monarch. With the summer bringing lots of outdoor activities, we figured this keyword would only increase in search volume as the need for a stylish but comfy shoe for the summer increased.

And we were semi-correct! Even though we did not end up seeing a decrease in search volume, we didn’t see an increase either. The search volume for Nike Air Monarchs flat-lined at 33,100 in search volume from April until August, it did not increase nor decrease once during this time period.

 

Entertainment

Thor: Love and Thunder

Thor: Love and Thunder released in May 2022 with high expectations to carry forward the future of the MCU (Marvel Cinematic Universe). We compared increases in search volume for each movie scheduled to be released in the summer and found that Thor had the highest percentage increase in searches in the month that the trailer was released, while also having the highest amount of views in the first 24 hours on YouTube. Based on this, we predicted that Thor: Love and Thunder would be the biggest box office hit of Summer 2022, beating Top Gun: Maverick for the top spot.

At its peak, searches for Thor: Love and Thunder had over 2 times the amount of searches that Top Gun: Maverick had. This led to Thor Love and Thunder having a bigger opening weekend domestically than Top Gun Maverick. However, the continued success of Top Gun: Maverick was likely due to word of mouth. Thor came out to mixed reviews, while Top Gun: Maverick surprised critics and led to universally positive reviews. This goes to show that word of mouth doesn’t necessarily translate to Google search volume. If nothing else, Top Gun: Maverick set the bar pretty high for the next classic film from the 80s that inevitably gets a sequel.

 

Justin Bieber Concert

Justin Bieber announced in early 2022 that he would be back to touring after his tour was originally canceled due to the pandemic. Fans were naturally excited as it had been over 2 years since Justin had performed live. The query “justin bieber concert” saw search volume increase 6x from January 2022 to March 2022.

Unfortunately in June 2022, Justin Bieber announced he had been diagnosed with Ramsay Hunt Syndrome, which left him temporarily unable to perform. Search volume for “justin bieber concert” instantly decreased, as fans were more concerned for Justin’s health and well-being.  The query “ramsay hunt syndrome” saw an increase in searches from 22,000 in May 2022 to over 5,000,000 in June 2022.

 

Activities

Pickleball

We originally predicted that pickleball would be one of the top backyard games that would remain popular in the post-covid world. This turned out to be correct, as search interest for pickleball skyrocketed in the summer of 2021. According to a report, pickleball was the fastest growing sport in the US in 2020 and 2021. Because of this and the growing search volume, we predicted this trend would continue in the summer of 2022.

Once again we predicted the trend, as searches for “pickleball” more than doubled from February 2022 to July 2022, and hit the 1,000,000 searches per month mark in May 2022. Pickleball is easy to learn and fun for all ages, so it’s no wonder why the sport is becoming so popular.  The next step in pickleball’s evolution would be to gain popularity internationally. If that happens, maybe we’ll see pickleball in the 2032 Olympics.

 

Glamping

Glamping was another outdoor activity that saw an increase in search interest during the Pandemic, and kept that level of interest into 2021 and beyond. Glamping, or glamorous camping, is a way to enjoy the outdoors without roughing it in the wilderness. We predicted that this trend would continue into 2022, as more music festivals and general interest in outdoor activities continued to rise.

We correctly predicted the trend as search volume for the query “glamping” saw an all time high in June 2022 at over 200,000 searches. There is even a website called glamping.com that you can search for any glamping destination around the world based on glamping type. Will you be glamping next summer?

 

Travel

Family Travel

As a lingering effect of all the travel restrictions slowly being lifted after the pandemic, we expected that people all over the US would be traveling a lot more this summer and with more people. People began searching for terms related to family travel early in the year, indicating a popular summer to travel with company.

This summer, as predicted, was extremely popular for family travel. There was a significant increase in search queries for phrases related to family vacations, which lasted until August. This summer, there were more than 100% more searches for this term than in June and July of last year.

Pet Friendly

We predicted an increase in dog-friendly hotels this summer, more than ever before, as people sought alternatives to leaving their furry friends at home. With an increase in overall travel predicted this summer, it only indicated an increase in traveling with pets and finding the best dog-friendly hotel to stay in.

As the summer came to an end, our predictions proved to be accurate. From May to August, search queries for pet-friendly boarding, how to travel with a pet, and which airlines are easiest to fly with your dog or cat were nearly 70% higher than during the same period last year. This summer saw the highest number of searches in history!

 

Weddings

Reception Dress

As expected, Summer 2022 was undoubtedly the Summer of the Wedding. We predicted a high volume of wedding-related searches as a result of the backlog of couples who wanted to be wed during the pandemic. Early in the summer, we could already see a dramatic spike in searches for reception dresses as people began getting ready for their weddings, leading us to predict a peak this summer. As the season came to an end, the search for reception dresses only kept rising.

During the summer months, our predictions were proved to be correct. Search queries reached almost 30,000 towards the end of the summer, over 3,000 queries more than this time last summer, confirming our expected results!

Green Wedding Dress

This summer wedding season, we expected a lot of color to fill venues. This includes the bride herself as search queries for non-traditional wedding dresses increased steadily. In particular, green dress-related searches saw an uprise in popularity in the previous months, leading us to expect a summer filled with colorful wedding dresses.

And we were right! Green Wedding Dresses were confirmed to be the craze this past summer wedding season. There was a rise in search for a variation of different tonalities of green wedding dresses. As predicted, Dresses that are not white did in fact see a peak and reached the same search volume as last year as they are rapidly becoming more accepted and encouraged than ever before.

 

Purchases

Shibumi Shade

This beach season, we predicted a rise in popularity of one outdoor product in particular: the Shibumi Shade. This “wind-powered” beach canopy was gaining interest in 2020 and 2021 and went viral on TikTok last summer as videos of North Carolina beaches showed dozens of the canopies dotting (or crowding!) the beach. With the ease of pandemic restrictions, we predicted Americans would be more interested than ever in hitting the beach - locally or on vacation.

As predicted the Shibumi Shade took off in popularity in 2022, hitting a peak in June with 165,000 searches - a whopping 811% increase over June 2021. Comparing the peak month of each summer (July 2021 vs June 2022), Shibumi Shade still had a 172% increase in searches. If you didn’t get yours don’t worry, we won’t be surprised to see them again next year!

In conclusion, we feel like our batting average is pretty high on our predictions. Of course, we’re still using search volume as a proxy to interest and/or sales, but the connection of what people search and what they buy is strong.  We look forward to checking on our predictions for the Fall.

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In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for October 2022. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Harvesting Search Queries in October 2022 Autumn 2022 is in full effect across the USA last month and we followed along, recording the top queried keyword phrases each day. Looking at our collection, we see interest in Halloween entertainment options, dreams of big lottery wins, and concerns about tech companies.  With the MLB playoffs, College and Pro Football games, and the NBA season starting up again, we collected a large number of keyword phrases related to sports. Lastly, the two events that best captured the moment in time that was October 2022: McDonalds introduced Happy Meals for adults and a gamer revealed his face. People showed their quest for knowledge of both these things via Google search and the AMP Agency team was there to witness it. The Day of The Dead Doodle We almost got through the whole month without seeing a keyword phrase queried more than 10 million times within a day.  On the last day of October, Google changed its logo and we got our top phrase of the month by query volume: Day of the Dead - 10/31/2022 - 10,000,000+ queries Clicks on the logo sent people to the results page for “Day of the Dead” as a celebration of a holiday  widely observed in Mexico. October 2022 Entertainment Options Thursday the 13th was the day to learn more about the films and TV shows that were made for frights. Halloween Ends - 10/13/2022 - 1,000,000+ queries The Watcher - 10/13/2022 - 500,000+ queries Michael Myers is back for another installment of the Halloween movie series and home ownership is made scarier when letters arrive in the mail in the Netflix show, The Watcher. Yes, even scarier than the utility bills. Swifties were excited about a new album and Heidi Klum dressed as a worm. Taylor Swift - 10/20/2022 - 1,000,000+ queries Heidi Klum - 10/31/2022 - 500,000+ queries Taylor Swift’s Midnights album was released on the 21st and Heidi Klum hosted her first Halloween party since 2019 and was dressed extremely realistically as a human-sized worm. It’s another great sign that things are getting back to a post-pandemic reality.  Powerball Fever In October, they kept drawing numbers and they kept finding no winners. With no winners, the jackpot kept getting larger and so did the search interest. Powerball - 10/25/2022 - 500,000+ queries Powerball - 10/27/2022 - 500,000+ queries Powerball - 10/29/2022 - 2,000,000+ queries There’s definitely a correlation to the size of the jackpot and the number of queries.  When there is a chance to win a billion dollars (or close to it, after taxes), “Powerball” makes the daily top 3 in Google Trends. Two Big Reveals The gaming YouTuber Dream decided to reveal his face after years of concealing it and McDonalds released a Happy Meal made for adults that feature collectables from the streetwear brand, Cactus Plant Flea Market: Dream face - 10/1/2022 - 1,000,000+ queries Cactus Plant Flea Market - 10/3/2022 - 1,000,00+ queries Dream’s face reveal was a big deal.  According to People.com, the video where he showed his face for the first time on YouTube generated over 21.9 million views and 2.5 million likes in less than a day.  Happy Meals for Adults launched with figurines designed in collaboration with CPFM and clearly people were excited to learn more about them. Politics Here and Across The Pond In the US, debates between candidates running for Senate seats drove people to search. Warnock, Walker debate - 10/14/2022 - 200,000+ queries Fetterman - 10/25/2022 - 500,000+ queries We safely predict we’ll see more query volume for keyword phrases related to the midterm elections next month. Stay tuned. Search interest in UK politics continued in October with the appointment of a new Prime Minister. U.K. Prime Minister - 10/19/2022 - 1,000,000+ queries Rishi Sunak - 10/23/2022 - 1,000,000+ queries After Liz Truss stepped down from the post, Rishi Sunak officially became the incumbent Prime Minister on October 25th, 2022. October 2022 Tech News There were three notable queries related to tech companies from our collection last month: Amazon Prime Day - 10/10/2022 - 200,000+ queries Meta stock - 10/26/2022 - 500,000+ queries Elon Musk - 10/26/2022 - 500,000+ queries There was another Amazon Prime Day in October 2022 although the search interest related to this one wasn’t as large as the one that occurred during the summer: Maybe one Prime Day per year is enough?   The other two tech-related keyword phrases were a bit more gloomy as Meta released its third quarter earnings on the 26th, which caused the stock of Facebook’s parent company to fall sharply. On the same day, Elon Musk finalized his purchase of Twitter. What will the future hold for either of these properties?  Whatever happens, people will be searching for answers. The Collegiate Gridiron Roundup Sports-related queries took up the majority of our collection from October 2022.  Here are the top college football keyword phrases: Georgia football - 10/1/2022 - 1,000,000+ queries Alabama football - 10/8/2022 - 1,000,000+ queries Tennessee football - 10/8/2022 - 200,000+ queries Texas Longhorns football - 10/8/2022 - 200,000+ queries Alabama football - 10/15/2022 - 2,000,000+ queries Clemson football - 10/22/2022 - 500,000+ queries Since these keyword phrases were all queried on Saturdays, the intent behind them is most definitely game related.  Just The Top NFL Queries If Saturdays are for college football, then Sundays are for the NFL.  And Mondays.  And Thursdays. Dallas Cowboys - 10/2/2022 - 1,000,000+ queries Chiefs - 10/2/2022 - 1,000,000+ queries Vikings - 10/2/2022 - 1,000,000+ queries 49ers - 10/3/2022 - 2,000,000+ queries Tom Brady - 10/4/2022 - 1,000,000+ queries Broncos - 10/6/2022 - 2,000,000+ queries Packers - 10/9/2022 - 2,000,000+ queries Bengals - 10/9/2022 - 1,000,000+ queries Bears - 10/13/2022 - 2,000,000+ queries Cowboys - 10/16/2022 - 2,000,000+ queries Broncos - 10/17/2022 - 2,000,000+ queries Christian McCaffrey - 10/20/2022 - 1,000,000+ queries Saints - 10/20/2022 - 1,000,000+ queries Dallas Cowboys - 10/23/2022 - 1,000,000+ queries Steelers - 10/23/2022 - 1,000,000+ queries Patriots - 10/24/2022 - 2,000,000+ queries Tampa Bay Buccaneers - 10/27/2022 - 2,000,000+ queries Tom Brady - 10/27/2022 - 1,000,000+ queries Buffalo Bills - 10/30/2022 - 2,000,000+ queries Eagles - 10/30/2022 - 1,000,000+ queries Vikings - 10/30/2022 - 1,000,000+ queries There were more NFL related queries collected last month but we’re only publishing the phrases that were queried more than a million times during a 24 hour period.  This list is long enough! Major League Baseball Is Still Interesting The MLB playoff got a lot of attention from what was reported in Google Trends Aaron Judge - 10/4/2022 - 500,000+ queries Mets - 10/7/2022 - 1,000,000+ queries Phillies - 10/7/2022 - 500,000+ queries Astros - 10/11/2022 - 1,000,000+ queries Dodgers - 10/11/2022 - 1,000,000+ queries Phillies - 10/14/2022 - 1,000,000+ queries Yankees - 10/15/2022 - 1,000,000+ queries Yankees - 10/16/2022 - 2,000,000+ queries Phillies - 10/18/2022 - 2,000,000+ queries Padres vs Phillies - 10/21/2022 - 500,000+ queries World Series - 10/28/2022 - 2,000,000+ queries Astros - 10/31/2022 - 1,000,000+ queries The eventual winner of the World Series will be revealed in our next report - no spoilers! A New NBA Season The 2022-23 season kicked off in October. Before the games started, Draymond Green made headlines for getting into a fight with one of his teammates: Draymond Green - 10/5/2022 - 500,000+ queries Draymond Green - 10/7/2022 - 1,000,000+ queries The rest of the NBA-related queries had more to do with games than individual players. NBA - 10/18/2022 - 1,000,000+ queries Lakers - 10/18/2022 - 500,000+ queries Suns - 10/19/2022 - 200,000+ queries Lakers - 10/21/2022 - 500,000+ queries The volume of NBA queries will pick up in March 2023 and will continue increasing in interest until the Finals in June. Is European Soccer’s Popularity Apparent To You? Finally, Keywords related to European football matches continue to appear in the top 3 of Google’s daily trends.  Here’s the full list of phrases. Man City vs Man United - 10/1/2022 - 1,000,000+ queries Man City vs Copenhagen - 10/5/2022 - 200,000+ queries Chelsea vs Milan - 10/5/2022 - 200,000+ queries Arsenal vs Liverpool - 10/9/2022 - 500,000+ queries Barcelona vs Inter - 10/12/2022 - 500,000+ queries Rangers vs Liverpool - 10/12/2022 - 200,000+ queries Real Madrid vs Barcelona - 10/15/2022 - 1,000,000+ queries Manchester United - 10/19/2022 - 200,000+ queries Chelsea vs Man United - 10/22/2022 - 500,000+ queries The popularity of this non-American sport is quite apparent in search trends. The team at AMP Agency wonders when there will be more domestic coverage of these games.  Perhaps soon is likely the answer. Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services.

One of our mantras here at AMP is “Question Everything” - we’re practiced at examining our deeply held assumptions and asking - is there a better way? Still, in 2019, even with a relatively flexible work environment, we assumed that “work” meant the 9-5 in-office grind. We never stopped to ask ourselves… “why? And is this really the best model?” Then 2020 and the Covid-19 pandemic hit, and out of necessity we realized there could be a different way to work. Sometimes it takes this level of disruption to jolt us out of our most deeply held assumptions.  But the jolt was effective. As other companies assumed a “return to normal” and continuously planned and pushed back office re-opening dates, AMP exited our four national office location leases. Instead of rushing back to “normal” we wanted to ask ourselves: was the old normal actually working for us anyway? And - what could a better way look like?  For us it was a design question, and the brief was to redesign the way we work. Like any design question, there were a wealth of exciting possibilities and major challenges to overcome. And we needed to start with the humans at the center. What did our clients need from us, and what did our employees need to deliver their best work to them?  The answer was not the status quo. Our people told us loud and clear that they did not want to head back into the office full time. Our employees, our clients, and loads of new research were telling us the benefits of the flexibility of remote work (No commuting! Better work/life integration! Higher productivity!). And as our pandemic-induced remote state chugged along, we also discovered some more surprising insights:   Virtual environments can make collaboration better Before 2020, workers were wasting an average of  9 minutes per meeting just setting up tech - that’s 30% of a half hour meeting, wasted. 40% of workers were wasting up to 30 minutes just searching for an open conference room. Conference calls with a mix of remote and in-person attendees left the people dialing in outside of the office at a disadvantage. At AMP, we were facing these types of pain points all the time, collaborating across four offices with clients all over the country. In this model, the tools meant to help us communicate like we were in person were actually making us feel farther away.  But something interesting happened when suddenly everyone was remote. Conference calls died out in favor of video, and these remote meetings acted as a great equalizer. We could all clearly see each other’s faces, no matter where we were zooming in from. Disembodied voices we’d been working across offices with for years became - perhaps paradoxically - more tangible humans. We met their kids, their pets, their roommates. Clients who we previously talked to on the phone and saw in person every few months became regular face-to-face virtual collaborators.  This new type of collaboration unlocked huge benefits. Employees felt more connected to their coworkers in other locations, and the work was thriving. Our client satisfaction metrics went up year over year. We took on global clients and expanded our teams outside of the US. Our business saw growth amidst a period of economic uncertainty. We saw that elements of remote work would be good for our people, our clients, and our business.     Virtual environments have higher intensity Our creativity and collaboration had been unlocked, but we also found the zoom fatigue was real. In the pre-pandemic days, we assumed burnout was directly related to long hours. But a look at our employee’s time-tracking told us that may no longer be the case - even employees not working overtime were feeling the fatigue. It turns out that without those built-in breaks chatting while troubleshooting tech and making coffee in the office kitchen, people’s days working remotely aren’t just more productive, they’re more intensive. With all remote all the time, a 40 hour workweek can start to feel like 50.  If the future of work had remote elements, our new model would need mechanisms in place to prevent burnout.    Career and life phase inform employee needs When the pandemic abated and parents were better able to get reliable school and childcare, AMP parents often preferred remote work. They could have breakfast with their kids without fear of missing the commuter rail. They could pop out to pick up a sick kid without sacrificing hours of their work day. Many, in the middle of their careers, had already built the skills and confidence that could transfer to a new environment. They were thriving in the remote workplace.  But employees at the beginning of their careers were disoriented. They were missing out on the mentorship and guidance you get from observing and interacting with more seasoned co-workers day-to-day, not to mention the camaraderie that comes from early office friendships.  We discovered that people were living in a multitude of personal situations that demanded different work environments in order to thrive.  We needed a model that could provide options for multiple ways of working depending on what employees needed to grow and do their best work.   Our Innovative Approach to Work: AMP Anywhere With these insights, we set out to design a new model based on radical flexibility. We concepted and pressure tested multiple models. And here’s what we’ve launched: a working model we call AMP Anywhere with three core tenets: You can work from anywhere, including from home or in an office – whatever works best for you. Compensation does not depend on or change based on where you live. Even if you’re not near an office location, you’ll have opportunities to collaborate in person on an ongoing basis. Two years after we exited our office leases, our workforce spans across 30+ markets internationally, and we’re reopening smaller flexible spaces in places with high employee concentration -  Boston and New York. This month we rolled out extensive guidelines for communication norms, travel policies, and collaboration opportunities built for a positive, equitable employee experience no matter how you work best, including deep-work focused “Flex Fridays” and events for AMPers to connect in-person with their co-workers across the globe.  Up next: Prototype. Test. Iterate.  We’re not done. We believe this is what the future of work looks like. But we also know that there will be a whole new set of assumptions we develop that we’ll need to break down. Unlike our old working model, the future of work is not static. It’s pliable. It’s evolving. As AMPers, we have a commitment to Question Everything. That means a commitment to continually innovate and improve around the ways we work to make our lives and work truly sing.    Welcome to the future of work. This is our first prototype.  – Greer Pearce, SVP, Brand & Innovation

What is Google’s new update? Google has rolled a new change in the way they present their search results on mobile devices for brand keyword queries. The engine is now prioritizing the site name for brand name queries of a company instead of the contents of the home page’s title tag. For example, before this change, a query of the company name, “rover”, would show the contents of home page’s title tag in Google’s mobile search results: With this change, a query of “rover” on mobile now presents a result with the site name in search results along with the favicon and URL: Currently, site names are available for mobile Google Search results in English, French, Japanese, and German, with more languages to follow in the coming months.   Why is Google using only site names?  Google strives to make it easier for users to find the specific website that is associated with the brand name they are searching for. By using only site names in search results, Google believes it becomes a lot easier to find the specific brand being searched.  These types of keywords are seen as being navigational in nature; that is, a keyword that has the intent of getting a person to the brand’s home page.  This update does not affect results for non-branded or expanded branded keyword queries.  Keeping the company Rover as our example, If one were to search “dog walking” or “rover dog walking”, the title tag’s content will appear as the link text for the home page: How Can You Optimize Your Home Page? Because of this change, AMP Agency recommends brands to add their desired website name using structured data on their site’s home page so it appears properly in Google mobile search results. Specifically, we recommend the use of WebSite schema markup on the home page as depicted in the example below: This implementation allows Google to recognize the “name” property as the site name of the website and provide accurate results on result pages.    The use of structured data is also beneficial for websites with alternate names, like acronyms and shortened names. The Website schema markup allows for these variations to be added to the home page as well.   How can Google understand your site name? Beyond Website schema markup, Google Search does use a number of other sources to determine the site name for a search result including on-page, off-page, and meta data information.   With the addition of schema markup, brands should ensure the headings (H1, H2, etc.), Title Tag, and Open Graph Protocol meta data (og:site_name) are optimized for the same site name.  Keeping up with Google changes are just a part of our SEO Services. Contact us for more information about how we can best position your site for search.