How People Interact with Search Engines
How do people make a search?
Welcome to chapter 2 of the beginners guide to SEO. In this chapter you’ll learn about how people interact with search engines.
In this guide to search engine optimization we cover the following:
Now, lets get into it.
The search process
One of the key things to remember when creating an online strategy around SEO, is having your audience in mind at all times.
Once you find out who your target audience is, and what they like, you can write and produce content that they will enjoy and like.
The way in which people use search engines has changed over the years.
But, the core principle of how people conduct search has relatively remained unchanged.
The process is something like this:
- A searcher is looking for information, i.e. an answer to their question or problem.
- They use a string of words that roughly describe what they are looking for. For example, if you’re looking for SEO services in your area, you might input the following in Google, “Best SEO services in Bedford”. This is known as a “query”.
- Enter the search query into a search engine.
- Look at the results displayed on the SERPs (search engine results page).
- Click on a webpage that you think will answer your question.
- Read the information on the page and see if it answers your question, or solves the problem
- If it doesn’t, click the back button and return to the SERPs, looking for another webpage to click on, or…
- Enter a different search query that could have a better chance in answering your question.
Google follows this mantra, “Build for users, not for search engines”.
Search queries can be categorized in three different ways:
“Do” Transactional Queries: The searcher wants to do something. For example, I want to buy SEO services in the UK.
“Know” information queries: The searcher needs information. For example, they need to find out what’s happening in the football transfer window.
“Go” Navigation Queries: The searcher wants to go to a specific location on the web. For example, they want to go to Serpjumps blog.
Think about this. When searcher type a search query into the search engines and they end up on your site, will they happy with what they find?
Search engines attempt to answer this question billions of times a day, so the searcher is presented with the most relevant information that will answer their questions.
Like I mentioned in Chapter 1, one of the main responsibilities search engines have, is to present the user with the most relevant results.
So when you are creating a webpage, or a blog post, make sure you are answering questions that a user may have.
And if you find all this hard to digest, just remember everything starts with a person typing in some words into a small box into Google.
The benefits of Inbound Marketing with SEO
I bet your thinking if SEO is worth it.
Should you put your time and money into it?
Long story short… Yes
And to prove this point, I have included some recent and valuable information from different studies, so you can get to grips with how people search and why SEO is so important.
Google rules search:
- Google handles at least 2 trillion searches per year (Source: searchengineland)
- Goggle dominates desktop Search Engine Market Share with 79.55% (Source: netmarktshare.com)
- Google dominates Mobile/Tablet Browser Market Share 56.28% (Source: netmarketshare.com)
Billions spent on online marketing:
- In 2016, the average company expected to allocate 30% of their marketing budget to online (Source: www.webstrategiesinc.com)
- Marketing leaders will spend more than $103 billion on search marketing, display advertising, social media marketing, and email marketing, in 2019. This is more than they will spend on broadcast & television advertising combined. (Source: www.forrester.com)
Yellow pages are an ineffective way to market your business:
- 90% of the business owners using yellow page ad,s didn’t see an estimated drive of traffic over 25% of their total consumer intake.
There is a huge disconnect between relevancy and the consumer. For example, you may be advertising your businesses SEO services in the yellow pages, but the recipient of the yellow pages may not be looking for any digital marketing help.
- 97% of consumers use internet when researching local products/services (BIA/Kelsey)
- 76% of local, searches result in a phone call (Source: www.convirza.com)
- Marketers see SEO as becoming more effective, with 82% reporting effectiveness is on the rise and 42% of this group stating effectiveness is increasing significantly. (Source: MarketDive, 2016)
Study conducted by ignitevisibility reveals click through rate for top rankings.
Breakdown of Google click-through rates in 2017 by Position:
- 1 – 44.64%
- 2 – 28.92%
- 3 – 28.52%
- 4 – 19.50%
- 5 – 20%
- 6 – 14.62%
All of this research and data is very helpful to help us, in order to understand just how important online search is and what it will be like in the future.
It also allows us to make conclusions like:
- Online search is extremely popular. It grows every year, and reaches billions of people worldwide.
- Search is directly involved in the profitability of a business.
- The higher you are in the SERPs, the more traffic you will get.
- The position of a website in the SERPs denotes the value of the site to searchers.
Being aware of the fundamentals of SEO is crucial in achieving these goals.
Now you know how search engines work, read our next chapter in the beginners guide to SEO, Why Search Engine Marketing (SEM) Is Necessary
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