Regardless of your experience with search engines, it is a must to know how people are using search engines. Like most things in life people are constantly asking themselves, “What is in it for me?” To get the best conversion rates possible with your SEO you will need to answer this question to prospective visitors. By knowing what you target audience is searching, and more importantly why you can properly structure your search engine rankings. This knowledge should influence the content you write, how you structure your URLs, the META descriptions you write and virtually every way you present your content.
Knowing the three most common reasons people search
1. Action Searches: These are the types of search queries people use when they are using a search engine as a direct means to an end. Examples include people looking to buy movie tickets, watch a video or find lyrics to their favorite song. It is important to know if you can connect with prospective visitors by providing a place where they can achieve these direct tasks.
2. Research: In an interesting way search engines have become one of the greatest providers of knowledge we have today. These types of searches are used when someone is trying to learn more about a topic, how to do something or educate themselves about virtually any topic imaginable. One of the best ways an SEO can make sure to be found for these types of searches is to answer a question. A great tactic is to gather the most common questions your customers usually have and then answer those questions for them.
3. Navigation: Have you ever notice that it is much easier to just type the name of a business you are looking for into Google, rather than try to remember their URL? Me too, one of the most common ways search engines are used is to act as a doorway to another direct website. It is important when working with search engines to optimize your website so that your company is ranking when someone is searching for you. Not only this, it is important to make sure that besides your direct URL the first page of relevant searches to your business are owned by you. This includes your social media pages, blog, positive reviews other notable online mentions.
Remember by knowing and understanding what your target audience is searching you will have the knowledge you need to get the best conversion rates for your SEO efforts.
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