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๐Ÿ”โŒš In search of emoji 2017-06-17T14:42:37+00:00

๐Ÿ”โŒš In search of emoji

A Digital Marketerโ€™s Guide to
the Power of Emoji Domains

[Part 2: Emoji Domains in Search]

By John Harrison

A couple of weeks ago I read a great article by Kelsey Jones about the opportunity in emoji SEO.

The article took the ๐Ÿ• as an example to show the results in Google which returned articles about the pizza emoji and one incredible video about getting pizza. Here are the results when I search using ๐Ÿ•.

My desktop search using โ€˜๐Ÿ•โ€™

Kelsey continues her investigations by adding words to the emoji which started to show results a user might appreciate- places to get pizza! So, by searching for โ€˜๐Ÿ• near meโ€™ the kind of results you might expect were returned.

My desktop search using โ€˜๐Ÿ•โ€™

Kelsey points out that there is no mention of ๐Ÿ• on the knowledge graph and Papa Kenoโ€™s Pizzeria is not using ๐Ÿ• on their website.

This really intrigued me as an evangelist for the use of emoji domains. I started to play around on google with other emoji, specifically with โŒš.

Here is what I got above the fold when I Googled the keyword โ€˜watchโ€™ on my phone.

My desktop search using โ€˜๐Ÿ•โ€™

I get a couple of ads, one for a Swedish watch company, one for the Apple Watch and the first organic listing, Watch Shop.

Then I searched using โŒš and this is what returned.

My desktop search using โ€˜๐Ÿ•โ€™

If the same rule would apply as when searching for ๐Ÿ•ย I would have expected articles about โŒš and pictures of โŒš. Instead, I got the same Apple Watch result, except this time it was an organic listing because presumably no-one is yet buying against the โŒš emoji.

The second result is a common one when searching for emoji as Tim Whitlockโ€™s Unicode character inspector comes up quite a bit. But, just above the fold, pictures of real watches.

Below the fold when searching for โŒš this is what I got.

My desktop search using โ€˜๐Ÿ•โ€™

Below the row of images, sits a GQ Magazine page containing multiple articles on watches. Then an organic listing for Omega Watches. Thatโ€™s a brand that sells watches registering as the 4th listing for the โŒš search.

What could this mean? Is Google treating this as the keyword โ€˜watchโ€™?

Every single one of the results in Google- except the Unicode character inspector- relates to wristwatches even though there isnโ€™t sight of an emoji on the page results nor on the pages the links direct too.

I also tried searching with other engines too. Here are desktop searches for Yahoo, Bing and DuckDuckGo.

Yahoo

My desktop search using โ€˜๐Ÿ•โ€™

Of the 8 viewable search results here 7 of them are for businesses selling wristwatches. The only one that isnโ€™t pertinent to the emoji is the 7th placed listing, โ€˜W-Official Siteโ€™ where Google has chosen to show a link presumably using the word โ€˜watchโ€™ as a verb rather than a noun.

You could suggest that over time, as search becomes even more nuanced, the fact that the emoji is clearly a wristwatch will eliminate this kind of result.

Bing

My desktop search using โ€˜๐Ÿ•โ€™

Of the top 6 results in Bing, the same thing happens. 5 of them are for retailers of watches and again there is no sight of the emoji in the listings or on the sites. The 1 result that isnโ€™t pertinent is the same as in yahoo where the word โ€˜watchโ€™ is used as a verb not a noun.

DuckDuckGo

My desktop search using โ€˜๐Ÿ•โ€™

DuckDuckGo is supposed to have the least tracking as a search engine and so I thought a search here would be interesting. Information about the emoji itself taken from emoji encyclopedia, Emojipedia, is the top and most prominent result. Of the 6 results in DuckDuckGO, only 3 are watch retailers but thatโ€™s still 50% of all listings for โŒš returning results with a pertinent commercial application.

What would the domain โŒš.ws mean to a watch company? How valuable could it be to own the one and only emoji relating to your industry?

With the continual permeation of emoji in society it wonโ€™t be long until emoji seo becomes a very real concern for businesses looking to connect with their audiences in a natural and native way.

Emoji domains are going to play a pivotal role and there will be a window of opportunity for the first movers to take advantage of the novelty factor.

If you consider yourself an early adopter of new marketing techniques then you may want to register an emoji domain pertinent to your business. This has been made very easy by Jon Roig who developed iโค๏ธ.ws to allow registrants the chance to search for emoji domains (something previously quite difficult to do due to the coding process used to distinguish and render emoji domains)

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