The most important part of a good SEO strategy is understanding your audience. Once you learn what your target market is searching for online, you can better reach and retain those users.
Search engines have changed over the years, but the basic concept of conducting a web search has remained pretty much the same.
Most web searches go something like this:
1. A person experiences the need for information, a solution or an answer.
2. That person comes up with a string of words (known as a query) to find what they are looking for
3. They enter their query into a search engine
4. They look through search results for best fit
5. They click on a result
6. Find a solution or a link to the solution
7. If no solution is found, they return to search results and look for another link…
8. …or they perform another search with a new query
It’s best practice to build websites for people, not for search engines. With this in mind, there are 3 general types of online searches that people make:
“DO” Queries or Transactional Searches – I want to buy something or do something like read a book or reserve a hotel room.
“KNOW” Queries or Informational Searches – I need to learn something, like the name of a politician or the best golf course in Orlando.
“GO” Queries or Navigation Searches – I want to be taken to a particular place on the internet like Twitter or to the National Hockey League’s homepage.
When users search in these ways and are taken to your website, will they like what they find? This is what search engines are trying to figure out every day all day.
The search engines don’t care about you or the success of your company. Their responsibility lies with the user, and serving them relevant results.
Ask yourself what your target customers are looking for and be sure that your website gives it to them.