Understanding Organic Traffic with Google Analytics , python and scapy PT.2 — Search Engine
I wanted to learn more about digital marketing and decided to start reading, “Third Edition Digital Marketing A Practical Approach” and these are my notes about what I learned. In this article I will explain how a search engine works and how users conduct searches.
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Linkedin — https://www.linkedin.com/in/tom-m-bb4857112/
In this article you will learn
- Overview of search engine
- How search engines work
- Primary Principles of conducting a search
- Who Searches and What Do They Search For?
Overview of search engines
Search engines are a pretty powerful tool when trying to find information. I view a search engine as kinda of a front door to the internet, if you need to find a product or information you type what you are looking for and google will return the best quality search engine results (SERP) based off the keywords you entered. Just like anything with tech searching the web as evolved and users are starting to use social media as a search engine.
If a user needs to find a service or is interested about buying a product a user might post a message to a social media platform asking for advice.
How do Search Engines Work?
Search engines have two major functions: crawling and building an index and providing the users with the most relevant search requests.
Primary Principles of conducting a search
- Users experience the need for information
- Navigational Query — Looking for information on a specific website
- Transaction Query — buy something
- Informational Query — Learn something
- Users formulate that need using a string of words and phrases
- Users tend to use shorter search phrases, but these gradually getting longer, especially for non-navigational queries
- Most people formulate their queries in one to three words
Who Searches and What Do They Search For?
comScore — reported that he number of search queries performed worldwide on the Web was approx. 197.9 billion across all search. Search engine users in the United States were slightly more likely to be women than men (50.3%). Internet users had an income of $40,000.
Search is one of the best and most important ways to reach consumers and build a business, regardless of that business’s size, reach or focus.
Determining Searcher Intent: A challenge for Search marketers and Search Engines?
A crucial element to building an online marketing strategy is understanding your audience and how they think about, discuss, and search for your service, product and brand.
Searches are performed with intent, users want to find specific information. rather than just land on it by happenstance; search is also different from browsing, or clicking around links on a web page. Because of this specificity, search traffic is generally of higher value to marketers than these other types of web traffic.
Navigational Queries
Users perform navigational searches with the intent of going directly to a specific website search engine severs as white pages.
“I want to check in for my Southwest Airlines flight” = Navigational — Visiting a predetermined destination, sourcing the correct website URL.
Click through rates will tend to be low, but this may represent an opportunity to take a customer away from a competitor.
Informational Queries
Broad range of queries, are primarily non-transaction-oriented, the information itself is the goal, and no interaction beyond clicking and reading is required for the searcher’s query to be satisfied.
“What was the name of that actor from the “Shameless” series?” = Informational — researching non-transaction information, getting quick answers.
Transactional Queries
Dont have to involve a credit card or immediate financial transaction. Creating a Pinterest account, signing up for a free trail account at DomainTools, or finding best local Japanese restaurant for dinner tonight.
“Gotta find a Greek place nearby, my mom’s favorite” = Transactional — ID a local business, making a purchase online, completing a task
Adaptive Search
Keeping track of users previous search queries and taking them into account when determining which results to return for a new query — is intended to help the search engines get a better sense of a users intent.
Search Intent
When building keyword research charts for clients or on your own site, it can be incredibly valuable to determine the intent of each of your primary keywords
Term, Queries, Intent, Monetary Value
This type of analysis can help you determine where to place ads and where to concentrate content and links. This data can help you to think carefully about how to serve different kinds of search based on their individual intents, and how to concentrate your efforts in the best possible areas.
Getting your informative content in front of users seeking information can be incredibly valuable, and can turn users into potential customers. If you are able to build a relationship with users who find your site after an information query, they may be more likely to come to you to make a related purchase at a later date.
Problem users search queries is limited to 1 to 4 words
SEO Planning: Customizing Your Strategy
SEO is to be treated as more of a process — one that is iterative and ongoing, and requires steady commitment from the stakeholders of an organization.
Organic search is one of the many viable online marketing channels. And while SEO is not a cure-all for business it can fit into a company’s overall business strategy in service critical ways
An SEO strategy should be geared toward increasing organic search exposure for branded keywords. In addition to targeting brand terms, you will want to rank well for non-branded search terms that are specific to your core business. When searchers see you ranking highly on these types of search terms, they will associate your brand with the product or service and assume you are one of the best places to purchase from.
The list of situations where the brand can also limit the SEO strategy is quite long, and the opposite can happen too, where the nature of the brand makes a particular SEO strategy pretty compelling.
How do Search engines display the most relevant results to the user?
- How the search engine assesses websites for suitability in matching the search criteria
- How it presents the results of its assessment (SERP)
Search engine optimizer is a strange one. On the one hand search engine optimizer help website developers to ensure that their sites feature in the SERPs for keywords representing the content of the pages which is exactly what the search engines want.
Search engines do no want their indexes influenced by search engine optimizer to the degree that the optimizer is dictating search results particularly if black hat spamming techniques are used to distort the search results.
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Resume website — https://tommarler.org
Linkedin — https://www.linkedin.com/in/tom-m-bb4857112/
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