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

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As a site owner, you naturally know what to search for in your site or the final search term for your product, but they may not be aware of people looking for information or products that they want online. They may not know your product name, or they don't know how to describe it. For example, you are a warm manufacturer, your flagship product is Danfoss This brand, you expect users to search Danfoss or Danfoss to warm into your site to consult or buy products, but searchers are also customers they may not know your brand, they probably only know the search "warm brand" or "warm system", And then go and look for their satisfaction. If you work as a website manager and simply optimize your Web pages with Danfoss or Danfoss, you will surely miss out on a lot of "warm brand" or "ground warming" seekers.

Search people are not experts, they have no knowledge of the content of your site, even they are not how to use search engines to search the results they want. In fact, in all marketing, there is a point of view is unanimously recognized that the most difficult part of marketing is to put your own feet into the customer's shoes (that is, according to the customer's way of doing). So here's what we're going to talk about is how customers are searching, which is exactly what they think. It can be said from the following points: The behavior of netizens, the intentions of searchers, the clicks of searchers, and the suffix behavior of searchers.

First。 The behavior of the site visitor.

Regardless of the purpose of your site, visitors to the site have their own different purposes, they may be looking for a place to eat delicious, it may be the search for the latest mobile phone how much money. You must first understand what your visitors want to achieve on your site, that is, what other people on your site want, and then you can help them achieve their goals and meet their needs. Perhaps visitors want to buy things, such as Taobao shopping, may also be to their favorite star vote, such as Hunan TV's Super Girl every time there will be online voting activities. Overall, whoever is your site visitor, you need to find a lot of information to help you understand their motives, beliefs and ideas, all of which are conducive to predicting their behavior, so you can find the potential rules.

Second。 The intent of the searcher. Searchers can be divided into three categories, 1. Navigator 2. Information Searcher 3. Transactional searcher

Although searchers become more experienced every year, choosing a keyword for a search request is still the hardest part of the search, where most searchers previously entered a search request of one or two words, and each year The searchers ' requests grew longer, but for search engines, It is still very difficult to understand the searcher's intentions accurately through a search request.

Navigator Searcher: These people are looking for a particular site, it's probably because they've visited the Web site before, or if they've forgotten about it, or if they've heard about it, or if they've listened to a company that says the company has a Web site, unlike other types of searchers, there's a purpose for a navigational searcher, There is only one right choice. Although they're not sure what they need, they know exactly what they don't need. They don't need to get a deeper web site, they just need to see the home page, because they know what site they need, and only that site will attract them. So in most cases, they just need a home page.

So what do you want to make sure your site is ranked in the navigation search request?

1. Make sure your site is included in the main search engines.

2. Make sure the search engine has a good description of your home page in the search results page for your company's name.

3. Remember that some of the sites that are deliberately mischievous are usually ranked close to or above your site rankings, so you can consider increasing your site's exposure to reduce the number of tricks on the site.

4 You may also consider that the common wrong spelling of your company name is also registered as a domain name, and using this method, people may find you without navigating the search.

Information Searcher: The information searcher is the main object of all search marketing activities, they have not started to choose the product they want to buy specifically what is, therefore belong to the stage of being fought, the information-type searcher allows you to show your product before he decides on a specific product.

Transactional searchers: They have a strong purpose, no longer looking for information, but trying to do something. A transactional searcher's request is focused on a specific task, such as buying a product, accessing a database, downloading a file, and so on. When he enters the name of a book, or the number of digital camera models, their intention is to trade, want to buy, of course, there are many other types of transactional search requests, anyone wants to download a software for his computer, subscribe to a blog belong to this category. The search requests that are most difficult to be added to the optimization plan when the transactional searcher requests, the transactional search requests are often related to the specific product, and the Product catalog page is returned. Unfortunately, the content of these pages is generally very small, and can not be the search engine has a good ranking, rich text, and can use your product to solve the problem of the buyer's Confidence search page is not replaced only product models, specifications and a picture of the Product catalog page. It's very difficult to make them dress up for search engines.

The most important goal of improving these catalog pages is to make the summary fragment in the search results relevant to the search request. For example, by adding the words in the search request through the title and other parts of the page, you can simultaneously search engines to find and be clicked by the searcher. In addition, you should highlight some specials or other promotional information on the page to catch the searcher's attention, and if your visitor confirms that this is a good choice for him, that would be great. (http://www.danfosi.net.cn)

PS: This article is relatively long, so divided into two parts, if you are interested, continue to say tomorrow, the searcher's click behavior; the searcher's suffix behavior.