The Anatomy of a Search
The continuation of my SEO research, based mostly on "The Art of SEO,
Mastering Search Engine Optimization"by Eric Enge et al
This information is valuable for anyone who owns a website, from musicians
& artists, to accountants & retailers...any type of businesses.
This information is valuable for anyone who owns a website, from musicians
& artists, to accountants & retailers...any type of businesses.
There are about a trillion pages on the internet that Google knows of.
A company named Jupiter released a report stating that, paid search
advertising should continue to be the largest category of online spending,
growing from 9 billion in 2007, to 21 billion in 2009, even though it's a
proven fact that if your websites dwells among the top 3 rankings in a
natural search, your link has 2-3 times the valuable of paid advertising.
You have to ask yourself, " Why does business continue to spend their
advertising this way? It's because the Pay Per Click model is easiest for
business to understand, as it is more similar to traditional marketing
methods, than SEO, in that the ROI can be tracked more readily.
Based on this value ratio of SEO to paid ads, SEO path will become the
way of the future for advertising budgets.
There are 2 arms of SEO
1.Offline: This is things done on your actual site such as keywords, content,
meta tags, etc.
2. Online: Getting link backs to your site, from other sites on the internet
A search engines' main goal is to generate revenue via advertising, mostly
through pay-per-click ads, which means advertisers pay only when people
click on their ads.
People use the search engines that are perceived as delivering the most
relevant, & accurate answers, in the least amount of time. Resultingly,
search engines are forced to invest a lot of their resources on achieving these
goals in order to be successful, and people who try and manipulate their
search engine rankings, that result in non-relavent results, (spam) are
seriously penalized by the search engines.
The 3 Steps of the Search Process areas follows
1) The need of an answer to one of the following queries
i) navigational, where the intent is to arrive at a specific website, eg. acme plumbing
ii) transactional, where the intent is to buy something eg.digital camera
iii) informational,looking for knowledge with no particular source in mind. eg.hockey score
2) Expressing that query in a string of keywords or a phrase ComScore shows
the average query is 3 words in length
3) Executing the query
Who Searches
Almost equal between male & females
Determining Intent of the Searcher
Most searchers don't understand how search engines work. Searchers often
provide a query that is too general and doesn't provide the search engine or
marketer with the info needed to determine the intent of the searcher.
Because of this, general queries are important because searchers at least find
out about you, & thus begins the start of the sales process...building trust.
Be aware that many of your website visitors arrive looking for something
else, & are not likely to help your business goals.
For the purposes of marketing, it's crucial you understand how your
target market searches for your service/product, therefore, we use queries
to help us determine keywords
Queries are ranked in value as follows.
Transactional: very high...the potential for some kind of transaction, be
it financial,or subscription etc.
Informational: middling...the potential attract inbound links, followed by the potential
to convert to a transaction
Navigational: low...except with searches on the publisher's own brand
he potential to pull searcher away from intended destination
Using this info you can build your own keyword chart, to help determine the intent of each one of your primary words, as seen in table 1-4 below.
Posts
No comments:
Post a Comment