THE DIFFERENT STAGES OF SEARCH
Search itself is a dynamic process best illustrated by the AIDA model. Users at Different stages will want different messages and you need to think about capturing the users at these different stages with a tailored message. This message may be tailored through the use of search terms.
AIDA
AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement.
It is a useful tool for ensuring that your copy, or other writing, grabs the attention of your defined target audience.
The acronym stands for:
- Attention/ Awareness
- Interest
- Desire
- Action
A longtail keyword is on that has three or more search terms e.g. "black 10-speed beach cruiser". It is very specific and is generally more cost efficient as less people type in 3-4 keywords than just 1-2 keywords. There is usually less demand for 3 or 4 keywords so they can be inexpensive on a Cost Per Click model. In return the clicks are more likely to convert because of the specificity of the search terms used.
Search Is a Dynamic area!
We can not predict exactly what search terms a user might input when searching the web but we can use a series of tools that can help us to predict terms they are most likely to use in a given search.
According to Google 20 -25% of Google queries have never been searched before! However this figure is potentially the result of spelling errors e.g. “dress for sael” instead of “dress for sale” or grammatical mistakes. This makes the field of search engine marketing particularly difficult for marketers to navigate!
Whats involved in Natural Search Listings?
Despite what you might believe search itself is a fairly simple process.
-We enter a search term and google which in turn searches its index and comes back with a result, it isn't live searching the web as it goes.
-We enter a search term and google which in turn searches its index and comes back with a result, it isn't live searching the web as it goes.
Web Spider – A web spider is a program that visits Web sites and reads their pages and other information in order to create entries for a search engine index. The major search engines on the Web all have such a program, which is also known as a "crawler" or a "bot." Search engine indexing collects, parses, and stores data to facilitate fast and accurate information retrieval.
Crawlers visit frequently used sites regularly, you can check how frequently your web page has been visited by a crawler on your log page, changes you make will not be detected until the next time a crawler checks your page.
PageRank is an algorithm used by Google Search to rank websites in their search engine results.
- PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites.
Crawlers visit frequently used sites regularly, you can check how frequently your web page has been visited by a crawler on your log page, changes you make will not be detected until the next time a crawler checks your page.
How Search Works
Check out more of Matt on his blog, Matt Cutts : Gadgets, Google, and SEO!
PageRank is an algorithm used by Google Search to rank websites in their search engine results.
- PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites.
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