The Psychology of the Searcher: How knowing how our prospects search can help us to optimize our campaigns

Tweet As marketers, most of us are familiar with the basics of search engine optimization, and how we can leverage certain industry-specific keywords and headlines in order to increase page visibility for our target audience. Without a robust understanding of how prospects are actually interacting with search engines, how can we be confident that our SEO strategies are grounded in reality, rather than based on hunches or our own individual search biases? Blue Nile Research recently carried out a study to discover how real customers are actually searching the Internet. How long are their queries? What form do they take? Are there universal patterns in the way that people search? For this study, a sample of randomly selected test subjects were asked to search for solutions to three routine scenarios: A technical problem (broken coffee pot) A health issue (injured ankle) An ecommerce scenario (buying a new laptop) When testing was complete and researchers aggregated all of the search queries, the most interesting finding wasn’t that one search pattern outperformed another. Rather, researchers were fascinated to find that few underlying patterns existed at all in the search data. Instead of there being a learned, established protocol for the way people search, the search terms, length and form that subjects used appear to be the intimate expression of the individual human that created it. It seems that, just as our genetic makeup is unique to each of us individually, so is the way in which we choose to search the Internet.  …
Source: Marketing Experiments
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