Why Search – and SEO – Is Important: The ICED Theory Perspective

Why Search – and SEO – Is Important: The ICED Theory Perspective

In 2009, Bill Gates predicted that the future of search would revolve around verbs. Today, search has evolved beyond simple keyword matching to become a crucial tool for users to solve problems and accomplish tasks. The user's journey often begins with a search, as they seek the right content at the right time to help them complete their task.

At the same time, the ICED theory sheds light on the challenges faced by infrequent products and provides a framework for growth-oriented approaches. Infrequent products, those with a natural frequency of less than once per quarter, are at risk of being forgotten by users due to their low frequency of use. Unlike frequent products like games or social media platforms, infrequent products struggle to establish recurring habits with users.

The ICED theory encompasses four key factors: Degree of Infrequency (I), Degree of Control Over the User Experience (C), Degree of Engagement Before, After, and During The Transaction (E), and Distinctiveness of The Product (D). These factors play a crucial role in addressing the unique challenges faced by infrequent products.

The degree of infrequency affects various aspects of the business, including monetization and the cost of traffic acquisition. With infrequent products, there is a higher risk of poor product recall by customers. To combat this, higher engagement becomes essential to ensure customer loyalty in the form of retention or advocacy. Engagement is influenced by the complexity of the transaction, the level of touch with the product, and the predictability of retention.

Reducing the perceived effort required in a transaction can significantly impact customer loyalty. The book "The Effortless Experience" highlights the importance of decreasing perceived effort to reduce churn and increase customer satisfaction. Infrequent products must strive for distinctiveness to stand out in the market and mitigate the strain of low transaction frequency. Without a unique selling proposition, customer acquisition becomes more challenging.

Furthermore, the frequency of a product determines its resilience to economic cycles. Frequent products like WhatsApp and Google Search are less affected by macroeconomic factors due to their high usage frequency. Conversely, highly infrequent products with a high order value are more susceptible to economic fluctuations.

To navigate the challenges faced by infrequent products and maximize growth potential, here are three actionable pieces of advice:

1. Focus on engagement: Invest in strategies that enhance the user experience before, after, and during the transaction. Offer personalized recommendations, provide exceptional customer support, and create opportunities for user feedback. By fostering engagement, you can increase customer loyalty and drive retention.

2. Emphasize distinctiveness: Differentiate your product from competitors by highlighting unique features, benefits, or value propositions. Develop a strong brand identity and consistently communicate your product's distinctive qualities to attract and retain customers.

3. Optimize for search: Implement a robust SEO strategy to ensure your product is discoverable when users search for relevant keywords. Understand the user's intent and create high-quality content that addresses their needs. By appearing in search results, you can capture users' attention and guide them towards your infrequent product.

In conclusion, the importance of search and SEO cannot be understated in the context of infrequent products. Users rely on search to find solutions and accomplish tasks, making it a crucial starting point for their journey. Incorporating the ICED theory's insights, such as focusing on engagement, distinctiveness, and search optimization, can help infrequent products overcome their unique challenges and drive growth in a competitive market.