Search Behavior: What are people really looking for through search?

Search Behavior on the Internet

When we analyze keyword research, we’re not only looking at words, phrases, or questions. We need to really analyze what the client is searching for. This goes beyond the obvious product or service. Not until we truly understand user’s needs, will we know how to fill them.
When people search on the internet, they are typically looking for the following:

  • Confidence
  • Reassurance
  • Verification
  • Easy to access
  • Consistent

All of the above points are inter-related and linked to each other.  When users come to your site, you have to inspire confidence/reassurance in them to want to purchase the product/service that you are promoting.  The way to do this is to grant users easy access to your site, be consistent with your messaging and information, and allow for simple verification.  For example, make sure to have your local business information consistent on all listings and channels. If there are inconsistencies within your listings and website, this will definitely lack of trust and hurt your conversion over all.

In conclusion, review your site and put yourself in the users’ shoes. Ensure that your site inspires confidence and reassurance.  Ensure that your site is easy to access and consistent.  Look beyond the search query and really focus on the needs of the consumer.

Contributed by: Zulema Romero, Milestone Internet Marketing

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