How Canadians Search for Gift Cards: A Look into Search Behaviour

Understanding how consumers search for products is fundamental to modern marketing. For the gift card industry in Canada, this means delving into the search habits of millions of potential buyers. What search engines do they use? What keywords do they type? And what are they looking for when they land on a website? This article analyzes the search behaviour of Canadians looking for gift cards, providing insights into the digital journey of a gift card purchase.

The undisputed leader: Google's dominance

When it comes to search engines, Canada is overwhelmingly a Google country. According to data from Statcounter, Google holds a staggering market share of approximately 87-90% of the Canadian search market. Bing, its closest competitor, sits at a distant 7-9%, with other engines like Yahoo! and DuckDuckGo making up the small remainder.

What this means: For any business or informational website related to gift cards in Canada, having a strong presence on Google is not just important—it's essential. The vast majority of potential customers will be using Google to find information, compare options, and make purchases.

The search for flexibility: "Open-Loop" keywords

One of the most significant trends in gift card searches is the quest for flexibility. Users are actively looking for cards that are not tied to a single store. This is reflected in the high volume of searches for terms like:

• "Prepaid Visa gift card Canada"
• "Mastercard gift card where to buy"
• "Joker card balance"
• "Vanilla prepaid card activation"
• "Universal gift card Canada"

These queries indicate that consumers are looking for open-loop solutions that offer the freedom of choice. They are also seeking practical information related to the use of these cards, such as how to check the balance or activate them for online use. This highlights the importance of providing clear, step-by-step guides and easy-to-use online tools.

The targeted search: Brand-specific queries

While the demand for open-loop cards is high, brand-specific searches still make up a huge portion of the search volume. These searches are highly targeted and show a clear intent.

Search Category	Example Keywords
Entertainment	"PlayStation gift card Canada", "Netflix gift card"
Retail	"Amazon.ca gift card", "Best Buy gift card online"
Food & Drink	"Tim Hortons gift card balance", "Ultimate Dining Card"
Fashion & Beauty	"Sephora e-gift card", "Lululemon gift card"

These users know what they want. They are often looking for the official retailer's website to purchase a digital gift card, or for a list of physical stores where the cards are sold. For these users, convenience and trust are key.

The informational search: "How-to" and comparisons

A significant number of users are not yet ready to buy. They are in the research phase, looking for information to help them make a decision. Their queries often start with "how to," "what is," or "best."

• "How to check gift card balance online"
• "What is the difference between open-loop and closed-loop gift cards"
• "Best gift cards for teenagers in Canada"
• "Joker vs Vanilla prepaid card"

This is where a high-quality blog or resource center becomes invaluable. By providing clear, comprehensive answers to these questions, a website can build trust, establish itself as an authority, and capture the user's attention early in their purchasing journey. This content is crucial for Search Engine Optimization (SEO), as it targets long-tail keywords and addresses the user's specific needs.

The role of Bing and other search engines

While Google is the dominant player, it would be a mistake to ignore Bing completely. With a market share of around 8%, Bing still represents millions of searches per month. The user demographic on Bing is often slightly older and may be less tech-savvy than the average Google user. Therefore, ensuring that a website is also optimized for and visible on Bing can capture a valuable segment of the market.

Conclusion: The Digital Journey

The search for a gift card in Canada is a multi-faceted journey. It starts with a need—a birthday, a holiday, a thank-you gesture. It then moves to a search engine, most likely Google, where the user types in a query that reflects their level of knowledge and intent. They might be looking for the freedom of a Joker card, the specific appeal of a Sephora card, or simply information on how to manage the card they already have.

For any website in this space, success depends on understanding and catering to this journey. This means:

1. Optimizing for Google: A strong SEO strategy is non-negotiable.
2. Providing Practical Tools: Easy-to-use balance checkers and activation guides are essential.
3. Offering Comprehensive Content: Answering users' questions through blog posts and guides builds trust and authority.
4. Catering to Both Broad and Specific Searches: The site must appeal to those looking for "prepaid cards" in general and those looking for a "Starbucks card" in particular.

By meeting users where they are in their digital journey, a gift card website can transform a simple search into a successful and satisfying transaction.

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