How we search for stuff: Insights for Marketers

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HOW WE SEARCH FOR STUFF by Allister Frost http://allisterfrost.com

description

Insights for Marketers: How we search for stuff. A brief analysis that demonstrates how our search behaviour vaires depending on search intent. Includes lessons for marketers planning search marketing campaigns.

Transcript of How we search for stuff: Insights for Marketers

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HOW WE SEARCH FOR STUFF

by Allister Frosthttp://allisterfrost.com

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SPONSORED

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ORGANIC

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UNIVERSAL SEARCH RESULTS

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title

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SEARCH BEHAVIOUR

CHANGES WITH SEARCH INTENT

A Rule for Digital Marketers

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WHAT’S YOUR SEARCH INTENT?

Informational

• When do the clocks go back?

• How old is Tom Jones?

Navigational

• Where’s Reading University’s web site

• Where’s the BBC News web site?

Transactional

• I want to book a table for 4 in a sushi restaurant

• I want to download a trial of Visual Studio 2010

Multimedia

• I need a picture of a mousetrap

• I want to watch a video of salsa dancing

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DIFFERENCES BY INTENT

title snippet url image

fixations

time fixations

time fixations

time fixations

time

Informational

37% 34% 51% 53% 12% 13% 0% 0%

Navigational

38% 31% 42% 49% 13% 15% 7% 5%

Transactional

42% 28% 43% 56% 15% 16% 0% 0%

Multimedia 2% 4% 15% 7% 7% 7% 76% 71%Source: Pompeu Fabra University, Barcelona, July 2010

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LESSONS FOR DIGITAL MARKETERS

Think about your searchers’ intent

Use organic and PPC listings

intelligently

Consider how other listings will impact

your own

Ensure universal search results are

non-damaging

Meticulously maintain your page title

and meta descriptions

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http://allisterfrost.com