Creating Brexit-related content can help publishers and brands engage with readers in the UK who are “hungry” for information about developments in the long-running saga, a new study by Searchmetrics shows.
While the bulk of the latest report centres on some of the biggest news sources in the UK, the research found that people are making a million or more searches a month for queries and phrases relating to Brexit.
Most searchers are looking for more information on the respective ‘remain’ and ‘leave’ positions as the date for the UK’s withdrawal from the EU, 31st October, draws ever closer pending any changes during the coming days.
“Expertise, authority and trust are big factors in ranking high up on Google search,” Searchmetrics’ Stephen Bench-Capon says.
The BBC is the go-to resource for users as its content takes a 30% share of all the listings on the first page of Google search results, putting it ahead of the Guardian (12%) and the Independent (9%).
While brands are unlikely to trump these trusted, authoritative sources for Brexit stories, the report does highlight a few topics that may be of interest to brands.
Searchers are currently entering phrases such as ‘Brexit policies’, ‘why is the Brexit deal no good’, ‘stop Brexit campaign’ and ‘negotiating Brexit’.
The study also found that political parties are using SEO to win a ‘share of voice’ on a particular topic so that their messages reach the right people.
Bench-Capon said that parties performing better on Google are capable of delivering “high-quality” content that meets the needs of searchers.
