Analyze the search behavior from the searcher's point of view to optimize (ii)

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Continue the other two points that were not finished yesterday: The Searchers ' clicks and the Searchers ' follow-up action.

Third。 The searcher's clicks. Your site in search results ranked high ice does not mean that searchers will point to your page, why? Very simply, you must give them a reason to point your page! Searchers only see a little bit of information about your Web page on the search results page, such as the title, summary fragment, and URL. You edit the title, set the URL, and the search engine based on the searcher's search request to select the summary fragment on your page, we have to delve into how the searchers look at the results of the search, why they will point, and they simply make up the results, what happens?

The first thing we should think about is how the searcher actually looks at the search results. When people use the web, they don't read the pages carefully, they look around the screen. The most-watched search results are natural search results, with 80% of people completely ignoring sponsored links (or Baidu's bidding rankings). Basically all users know the first 2 to 3 natural search results, they spend a small amount of time looking at the natural search results after the third place, and then less time to look at the seventh place, probably because looking at these results requires scrolling down the page, nearly 90% of the people think that only the current three are not satisfied with his case, He will scroll down and keep looking. In each result, the searcher takes 43% of the time to look at the page description and 30% of the time to read the title. Now that you know that, you know, the first thing to get the searchers to click First is-good rankings, good headlines, good descriptions. When your page gets their attention, what does it take to get them to click?

Searchers click on your page because they expect the pages to meet one of their needs, so the navigational searchers want to find the right site, and the information searcher wants to find the answer, and the transactional searcher has to take action-or at least move closer. No matter what they do, remember that they will do it very quickly. Most people will choose to see the first most reliable link and then click it within five seconds. They only look at the top 2 to 3 natural search links, most likely clicked is the first link. Compared to paid search results, searchers seem to prefer natural search results, with more than half of the time spent on them. But why does the searcher click on the results of a site instead of another? Searchers tend to click on the title and summary section to contain the results of search-request terms, and to identify reliable sources of information and brand reputation (as well as comment and comparative information) for both informational and transactional search requests. Associated with the searcher's clicks. Once your Web page gets a good search ranking, you'll want to continue to understand what motivates them to click on your pages in search results, and you also need to know why they don't click on those pages!

If the search finished after the first 10 results of the home they did not click, they are directly turned to the second page? In fact, that's not true! For a considerable number of people, if the 10 results of the home page do not attract them, they will select a search keyword to search again, such as very common, We search 2021 of this movie, we may directly enter 2012, and then found that 10 are not satisfied with, and even a 2012 train, many people may not go to the second page to find, but again in the input box to enter the movie 2012, there is no desired results, It might turn into movie 2012 online look, and so on, and that's a process from broad to concrete. There are some people may directly change a search engine, we are surrounded by many people are Baidu Google operation of the example, this is Baidu can not find what I want, then I will look for Google.

OK, now that's the last question! The so-called follow-up action of the searcher. This is a straightforward example, and we say that 2012, I want to see this movie, I have no time or no money to go to the cinema to see, so I think from the Internet, I search the movie 2012 download, find a I feel that can download the Web point to go in, I point in, see 2012 poster, Text introduction and so on, The bottom is really here to download the large picture signs, I'm happy to go to point it results I found that this is a player's download ads, I am very unhappy, cancel this download request, continue to find in this page, not easy to find in the corner of the box to download the words, the result of a little go in, the page incredibly 404 error, Are you still patient in this situation? Will you continue to look for the download address? I believe that many people must be like me, very uncomfortable to turn off this page to find elsewhere! I am what we want to say, you have to understand your visitors, you can not play them as fools!

Summary: When you understand the requirements behind the search request, you will have a great advantage, will be at the time the searcher needs to provide accurate content they want! So your site is still lack of popular traffic?

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