Identifying visitors’ intent with keywords

Pay per Click adverting requires a basic understanding of how humans behave when searching the Internet. What is going through the minds of Internet users as they enter keywords to find what they seek, and their reactions to the results they are served by the Search Engines. Developing a better understanding of user behavior is an important step in improving the performance of not only paid search marketing programs but also Organic Search Optimization initiatives.

What are the user types

Search Engine users fall into 3 basic categories with the hints to identify each category provided by the keywords they select for searching.

Information Seekers: Information Seekers can be identified through the use of one and two word high level generic keywords. Terms such as "Montana" for someone considering a holiday, "Golf" for someone obviously interested in Golf, All these terms have the potential to deliver a wide variety of results and sub-sets of the primary term.

Information Seekers are in an investigative and inquisitive frame of mind. attempting to find up to date news, how to tutorials, white papers and sports scores to name a few of the many information types. Information Seekers are unlikely to quickly evolve into a Buyer. Content developers must provide the information the web site visitors expect if they hope to make a good first impression, to evolve the Information Seeker into a Buyer when the need arises.

Pitching the sell to Information Seekers is not the recommended strategy. Determine the broad keywords used to target this user type and provide them with the triggers to make them click a Paid or Organic Search Result. The landing page must meet the visitors informational needs. Targeting the right keywords assists to provide the right results to Search users in both Paid and Organic Search.

Shoppers: Shoppers are identified through their use of less ambiguous search phrases using more targeted keywords which provide better targeted search results. A Shopper investigating Montana might expand this to something like, "Best fishing in Montana" or our Golfer might start their search with "Golf club reviews" or Affordable Golfing Resorts"

Shoppers have identified how to fulfill a need or desire. In some ways Shoppers and Information Seekers share similarities. Both are seeking information however, the buyer is seeking information which will assist them to decided on future purchasing options. The Shopper has taken the first step into the sales funnel.

Pitching to the Shopper is best done by providing the product and services information required to make an informed purchasing decision. In addition to meeting the information needs the web site owner must now provide the prompts and calls to action to evolve the Shopper into the Buyer.

Buyers: Buyers are identified by specific search terms providing information on a specific product type, brand or model. From our previous example our Traveler may use a term such as "Madison River Fishing Lodges" or "Kalispell Montana Hotels". Our Golfer on the other hand search "Ping Golf Clubs.

The Buyer has completed the research and now wants to purchase. The decision of what product or service to purchase has been made, now they want to buy. The gap between Buyer and Seller converge. It is now time to make your web site visitors life simple. The proper landing page with the right information and positive calls to action all assist to improving the conversion rates of those Internet users who are in the mood to buy.

Create User Profiles and Use Cases

Now that some user types have been identified spend some time to build a character or two around each user type, There are all sorts of travelers and golfers and each will behave differently to the stimulus you provide within your web site content. The next step is to develop a scenario or two which your new characters must complete on your web site. Act out your characters task on your web site and observe and make notes of such things as, keywords typed in and how easy it was to complete each task.

These tasks can range from an email registration, find some information pertinent to the buyers decision process and of course complete a sale to observe how easy it is to use to task completion.

Keyword Research and Selection

Identifying the keywords used for each user type is at the foundation of leveraging what you know about your visitor's behavior. Keep in mind the targeted audience and what they are trying to achieve while developing your keyword lists and selection of the final keywords for PPC Ads or Organic Optimization.

The Last Word

Understanding your web site visitor's intent enables you to bridge the gap between buyer and seller. Providing the right information to the right user at the right time will have a positive impact, not only on conversion rates but will also have a flow on effect to benefit your overall web presence. A web site / web page which meets a user's expectations is much more likely to be shared by visitors with flow on effects to both Social Media and Organic SEO initiatives.

Have you considered profiling your web site visitors to enable you to better target keyword phrases and landing pages?