Understanding How People Search

What merchants and web owners really want to know is, “What is the average web viewer thinking?” That is the million-dollar question, because the “targeted consumer” is the most important person in marketing today. What does this person search for when looking for new products or services? What are the thought associations that go through this person’s mind as he or she types in a new keyword phrase?

Knowing the answer to this issue is paramount because companies can literally waste thousands or even millions on a poorly planned keyword search campaign. Doesn’t it make sense that the average person would type in “new toys” to find the best selling products in toy stores? There’s only one problem; what if that company miscalculated and failed to realize that no one looking for new toys actually types “new toys” into a search?

Types of Keywords Used in Searching

The point being, you cannot just assume that what seems reasonable to you is what your audience is actually searching for. The easy answer to this question is simply, “Do keyword research and discover the truth.” While this is a good idea, doing keyword research is not the definitive answer you are seeking. For instance, did you know that there are actually three types of keyword research that marketers try to do before making a final decision? There are keywords that have been popular (past tense), keywords that are currently popular, and keywords that will become popular very soon.

Judging the best keywords for a campaign doesn’t merely involve keyword research but also keyword market research, as in words your competitors are using, what words other non-competitive websites are using, and what words strike you as popular in the lexicon of American English (perhaps even outside of web marketing).

How People Use Search Engines

Another factor to consider, apart from the hours of market research you’re sure to do, is that of having empathy for your audience. Can you really put yourself in your customer’s “shoes” so to speak? Do you understand this customer and the target market? What is the psychology behind the words that they choose?

According to a survey sponsored by the Pew Internet & American Life Project, over 90% of both men and women used search engines to guide them through the Internet. Further research shows that nearly half the surveyed population used the Internet every day, while over 85% of both men and women were satisfied with the results that were returned.

Yes, it’s very apparent that the algorithms of Google, Yahoo and Bing serve their purpose. They keep searchers happy by returning quality content from reputable sources. If you hope to expand in SEO marketing, it is imperative that you publish content with “empathy” for your audience.