When it comes to consumers searching for a product to suit their needs, the term “best” has become an increasingly prominent search term. While this qualifying word indicates consumers’ quest for the most ideal products and services, how can marketers determine what consumers’ “best” really means?

Sara Kleinberg, Head of Google’s Ads Research and Insights, has researched consumers’ definition of “the best,” discovering that the deciding factor depends on personal criteria. For some consumers, the “best” product or service may be the most convenient, regardless of features or price. For other consumers, high-quality products reign most attractive.

Many consumers also stress personalization as a determining factor: while they may not necessarily be searching for the “best” product available on the market, they’re looking for one would best satisfy what they need the product for. While consumers who are avid runners may search for the best running shoes available, consumers who run infrequently or on rare occasion may search for the most affordable pair.

With more information made available and more services and brands brought to consumers’ fingertips via the internet, consumers more than ever are compelled to extensively research purchases to ensure they are making the correct decision. Even smaller products, such as toothbrushes and face lotions are receiving the same attention as larger investments. Having easy access to information allows consumers to search for specific products they can be confident purchasing.

While fear of regret may contribute to “best” searches, consumers also maintain that searching “best” when researching products or services ultimately saves time. The results generated are often curated lists or fewer options that explore relevant ratings and reviews. Just as consumers find aggregated rankings convenient, they also prove receptive to videos that demonstrate a product or service or videos created by other consumers similar to them.  These sources not only serve to save time, but also reassure consumers and help them feel more confident about their purchases.

Since “best” proves specific to every individual, how can marketers capitalize on this quest for the best? By realizing that searches indicate clear intent, marketers can ensure online content and copy accurately conveys how their products satisfy the specific needs of prospective consumers.