The mental model of people going through a ‘searching process’ is an increasingly common way of thinking about Search Marketing. One person may go through dozens of keywords in a single search.
Broadly, we try to search phrases by the difference in perceived ‘intent’ – if any, in the phrase, to try and value these keywords, and see which ones to target.
Determining the value of Keyword Phrases
We have found a consistent pattern to the results:
Informational traffic almost never converts, product traffic nearly always converts
We found that these three types of traffic broadly match the level of intent within search terms, i.e. how likely the searcher is to take action based on the phrases they use.
These ‘categories of searcher intent’ help us to decide
- Which traffic to pay for and which traffic to attract with free marketing such as blogs.
- Which type of content to land different searchers on
By aiming for the traffic with the most potential first, and landing it in the right place, we get the best return on investment and cut out the waste. This works.
The categories of searcher intent
Search terms at this point have no intent. For example someone losing their hair may search for ‘hair loss’. They are performing an Information Search, there is Interest. There are high volumes of these type of searches.
There is more intent at this stage as the visitor is interested in solving their issue in the near future. The search may progress from ‘hair loss’ to ‘hair restoration’. It has developed into a Solution search, there is a Desire to ‘do something’. There are low volumes of these type of searches.
Towards the end of the process the search terms become very product specific. Searchers start to carry out their Product search. Here searchers know what they want and there is clear intent to take action. There are very low volumes of these searches.
Converting Keywords are Consistent
What has suprised us is that the results from keywords are so consistent. Results can be relied on to continue over time, given the same words, and the same landing page on the website.
This does enable us to filter lesser performing phrases over a period of time,
Taking account of the Searcher Intent can make web marketing extremely effective, and also guides the development of your Lead Generating Website Structure.