[Covario Blog : Actionable Insights] Generally speaking, search engine queries can be classified into a specificity scale. One end of the spectrum consists of predominantly generic terms, like “shoes” or “cameras”. On the opposite end of the scale, search queries become more specific, like “womens mossimo vida peep-toe black patent leather pumps” or “canon powershot 12.1 megapixel digital cameras”. The more specific the phrasing, the greater the likelihood that the search query will be brand-influenced.
Because general search terms generate very broad-based results, search engines rarely return the exact content that would-be shoppers seek. Toward this end, Google has recently focused on leveraging brand preferences as a way to provide search engine users with one-click access to more specific subsequent search queries.