This article is for the non-SEO gurus out there: for those of you who have been thrown into the pit of SEO pandemonium and are desperate for some kind of foothold to get your bearings. If you\u2019ve ever caught yourself staring blankly on as your co-workers natter away in an elaborate code language about meta tags, SERPs, spiders, CRO and link building\u2014I feel your pain.
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\nWith the continual release of new search technology and tech blog posts circulating throughout the office email that seem to contradict each other daily, maintaining an expertise in Search Engine Optimization seems nearly impossible. However, no matter what new restrictions Google announces or revolutionary device Apple launches\u2014there is one thing about search that will always remain the same. Behind Siri, Talk to Type and semantic search, there\u2019s a human brain on a quest for information. It seems elementary, but you\u2019d be surprised how often this is forgotten when companies are planning huge, complex SEO plans. By taking a step back to examine the psychology of the human search process, you\u2019ll be able to better predict search queries and keywords, correctly identify searcher intent and meet or exceed searchers\u2019 expectations. If you can tackle the psychology of search, you are well on your way to becoming a successful Internet marketer\u2014even if you haven\u2019t mastered the secret SEO code.
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\nWhy do people go to a search engine in the first place?
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\nIn order to get any kind of foothold on a web searcher\u2019s thought process, we need to go all the way back to the root of the issue. Why did the user turn to the search engine in the first place? It\u2019s a simple question with an even simpler answer that\u2019s often forgotten in the midst of the chaotic, ever-changing SEO playing field. People don\u2019t go to search engines to aimlessly browse the web. They direct their cursors toward the search bar because they have a question or request and want an immediate, satisfying answer.
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\nWhere\u2019s the nearest gym to my work?
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\nIs it cheaper to buy a swimsuit online?
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\nHow long does it take to drive to the nearest beach?
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\nWhat does a Cane Corso puppy look like?
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\nWhat am I hungry for?
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\nI have a can of beans and half a box of pasta in my pantry. What can I make?
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\nDo sea cows have stingers?
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\nEach question stems from an event or scenario that is currently affecting the searcher\u2019s life. And although they are limitless in variation, all share an underlying commonality: there\u2019s a piece of information missing and someone wants to find it.
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This article is for the non-SEO gurus out there: for those of you who have been thrown into the pit of SEO pandemonium and are desperate\u2026<\/p>\n","protected":false},"author":40,"featured_media":2156,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[59,62],"issue":[21],"collection":[],"class_list":["post-2155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-search","tag-strategy-consulting","issue-the-power-of-search"],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/2155","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/comments?post=2155"}],"version-history":[{"count":0,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/2155\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media\/2156"}],"wp:attachment":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media?parent=2155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/categories?post=2155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/tags?post=2155"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/issue?post=2155"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/collection?post=2155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nPeople typically don\u2019t think in clear, concise keywords or complete sentences. Most of us think in concepts and pictures. So, in order to successfully determine how a searcher will translate their thoughts into a search query, you need to gaze into their minds during the \u201cPre- Population Stage.\u201d
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\nThe \u201cPre-Population Stage\u201d is the point just before the search query is typed into the search engine bar, when the searcher\u2019s intent or request only exists as a blip of brainwaves. This is right before the thought \u201cI wonder if there are any happy hour specials tonight?\u201d is regurgi-typed into the search engine bar as \u201cTuesday happy hour Nashville\u201d or \u201ccheap drinks Nashville\u201d or \u201cbest sushi deal Tennessee.\u201d <\/strong>
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\nThis stage is all about the details: the what, where, who, when and how of the searcher\u2019s situation all factor into the searcher\u2019s query. Take a step back and fill in the blanks of the scenario. The ability to get a true feel for your searcher\u2019s initial thought process during this stage is the next best thing to keyword clairvoyance.
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\nTo demonstrate, let\u2019s use the previous example of the hungry Tennessean on the hunt for a great dinner deal after work\u2026
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<\/p>\nTHE SCENARIO<\/h3>\n
\nOur guy, we\u2019ll call him Max, tends to frequent the \u2018trendy\u2019 local eateries and bars, and considers himself to be a bit of a foodie.<\/strong> His desire for getting the most bang for his buck is only trumped by his inability to sacrifice quality\u2014especially when it comes to wining and dining.
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\nIt\u2019s 4:45 PM on a Tuesday. Max is just finishing up work in downtown Nashville, Tennessee, when hunger rumbles and the beginning blips of a search engine query start sparking his radar.<\/strong> Whether his mission is to plan a spontaneous, romantic night with his lady or to catch a beer and decent tasting dinner after work, he\u2019s looking for a fast, easy, satisfying answer before 5:00 PM. His mouse ventures to the magnifying glass at the top right corner of the browser window and his fingertips are poised to type\u2026
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<\/p>\nTHE QUERY<\/h3>\n
\nNow that we\u2019ve ventured inside the hypotheti-cal mind of Max and gained a little insight on his lifestyle, personality type and preferences, we can start compiling a more effective list of potential search queries.
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\nKeep in mind how the details of his scenario will affect his query. Where is he located? What device is he using to conduct the search? In what part of town does he work? What kinds of cuisine suit his palate? What type of atmosphere is he looking for\u2014romantic, casual, eclectic? Does he want to make a reservation? If so, would he prefer to do it online? Does he want to see a menu? More specifically, does he want to see a happy hour menu? Is he interested in reading reviews or blog posts about the restaurant? What are the popular methods of viewing restaurant ratings in the area\u2014 Urbanspoon, Yelp, Chowhound?
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\nAUTOMATIC FILTERS<\/h3>\n
\nOn top of using typical human search tendencies to predict the query, we also need to factor in how certain search engines have retrained our brains during the web search process. For instance, unless the user has otherwise specified, Google automatically uses location-based customization to provide searchers with the most relevant results.<\/strong> Meaning, if the particular searcher is familiar with this automatic result filter, he or she assumes Google already \u201cknows\u201d where they are located.
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\nMax\u2019s potential search queries:
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MOBILE SEARCH QUERIES & SIRI<\/h3>\n
\nAnother important factor to consider is whether the searcher is using a mobile device or voice recognition software (such as Siri) to conduct their search. Mobile users have to type their queries onto a tiny keyboard or touchscreen. They also have an array of apps at their fingertips that use GPS to help them conduct their search\u2014such as Urbanspoon or Google Maps. Due to these factors, mobile queries are typically short and direct. Searchers using Siri tend to have longer, more interrogative queries because they are searching in natural speech.
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\nMax\u2019s potential search queries:
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<\/p>\nWEB SEARCHER MENTAL MODELS: WHO THEY ARE AND WHAT THEY WANT FROM YOU<\/h3>\n
\nCorrectly identifying a searcher\u2019s intent is key to providing a great search experience. In general, web searchers can be classified into three categories: informational, navigational and transactional. Knowing which category of intent a searcher falls into allows you to direct them to the best answer to their question or request. If your website is full of high quality, relevant content, you won\u2019t need to use any tricks or funny business to get to the top of the SERP (that\u2019s code for Search Engine Results Page.)
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<\/p>\nInformational: The Generally Curious (search term: sushi making)<\/h4>\n
\nThis type of web searcher is seeking to gain general information about a particular subject. Perhaps they heard about the topic in passing, heard a quick story about it on the radio or simply want to impress their friends with their unending wealth of knowledge about the preparation and consuming of raw fish. They know enough about the topic to be interested in it and are looking for the basic facts. Typically, the \u201cGenerally Curious\u201d searcher will use broad terminology\u2014no brand names or specific details\u2014in their search queries.
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\nExceed their expectations\u2014Be the Welcome Mat <\/em>
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\nThis is your opportunity to nourish the searcher\u2019s interest in your particular product or service by providing them with the high quality, educational information they are looking for. Invite them in and make them feel comfortable while you pique their interest about your product. At this point, they\u2019re most likely not ready to buy\u2014so don\u2019t scare them away with a pushy sales pitch. Instead, ease them in with the basics\u2014think FAQs and Product Overviews. If applicable, invite them to sign up for an informational e-newsletter or to contact you with any questions. Wow them with your expertise and willingness to help, and when the time is right, they\u2019ll come back to buy from you.
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<\/p>\nNavigational: The Plural Gatherer (search term: sushi making kits)<\/h4>\n
\nNotice the plural form \u201ckits\u201d used in the search query. This searcher is obviously comfortable with the subject matter of sushi making and is most likely in the process of information gathering. They might want to know more about the common types or brands of sushi making kits or which kits best fit their skill level. Should they buy an expert sushi kit or will a beginner\u2019s kit suffice?
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\nExceed their expectations\u2014Be the Informer <\/em>
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\nYou\u2019re the informer. Help this searcher get a feel for what\u2019s out there and make an informed choice by providing them with detailed, thorough product information. Clearly state the differences between the levels of service or membership your company offers. Help them weigh the pros and cons with product reviews, price comparisons and benefits.
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<\/p>\nTransactional: The Singular Buyer (search terms: find sushi making kit, sushi making kit for sale, where to buy sushi making kit, buy sushi making supplies)<\/h4>\n
\nThis searcher has the facts and is motivated to buy\u2014if the price and information is right. Oftentimes, you can sense this breed of searcher by his or her bold, singular search query. The Singular Buyer\u2019s search queries may also contain these words or phrases: listings, where to buy, for sale, buy, best price on, pricing for, etc. Search engines like Google and Bing make motivated buyers even easier to spot by allowing them to add a shopping filter to their search query.
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\nExceed their expectations\u2014Be the Friendly Cashier <\/em>
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\nYour job is to make the shopping and purchasing process as easy and convenient as possible. Make their online shopping experience as tactile as possible, by allowing them to zoom in on detailed product pictures or providing them with a 360\u00b0 view of the item. The more the shopper feels like they know what they\u2019re getting, the more likely they are to buy.
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\nUnderstanding the psychology behind the search gives you the sturdy platform you need to dive into the world of SEO\u2014whether your goal is to become an SEO guru or simply increase your site\u2019s visibility and conversion rate. Always remember that there\u2019s a human behind the search who is looking for high quality content and a pleasant experience, and you\u2019ll stay ahead of the game\u2014no matter what those crafty search engines throw at you next. <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"