The trouble with Quora: Very low brand awareness

July 30, 2012, according to foreign media reports, Quora, which has been popular in the media since its launch, is no longer in the spotlight. However, the company's traffic momentum remains unabated. Last year, Quora's traffic growth rate was 350%, of which 50% of independent visits came from Google searches.

Quora is a question-and-answer platform that helps users solve complex problems that Google search engines cannot solve. Because it brings together elites and CEO users from various fields, the answers it provides are a big step up from Yahoo Answers. In recent months, Quora's publicity has gradually weakened, but its traffic momentum has not diminished. In fact, Quora is still in a period of rapid growth. Last year, Quora's traffic growth rate was 350%. And Google is its main traffic driver.

Although Quora's brand recognition is not yet big enough to become the first choice for users to ask questions, Google, as its main entrance to traffic, has brought a lot of users to Quora, accounting for 50% of Quora's total traffic. Eli Goodman, a search analyst at market research firm comScore, explained, "Search engines will index Quora's content to answer those complex questions, so that more and more search users will click on relevant links to enter Quora, keep returning, and link high-quality answers to other places. These operations are counted as "votes" for Quora based on the relevance of the questions, and then this can continuously help improve Quora's natural search rankings." Eli Goodman compared the principle of Quora's growth and development to the growing original online program market, just like Hulu and YouTube must provide more original high-quality video programs in order to seize the market. His argument is that a market that exists must have high-quality, high-value content as its cornerstone, that is, it must respond to "complex information needs."

From June 2011 to June 2012, Quora grew by 350% in one year, and now has 1.5 million unique visitors per month. After completing a $50 million Series B financing, the Quora team moved into a new office, and the number of employees increased to four times the original number, reaching 150 employees. A co-founder of Quora commented, "Development in two years is fast enough."

Quora was originally a place for technology geeks. In early 2011, technology topics accounted for half of the top 20 topics. However, Quora's topics have become more diverse. However, Quora's brand image is still weak. "When you type in Quora to search, there are almost no keyword search combinations related to Quora, which means that its brand awareness is not deep enough," said Eli Goodman.

While Quora may not be as well-known to search users as Wikipedia, people can still come to Quora to find answers through the powerful Google search technology.