Knowing your audience is the first and foremost step in any kind of marketing. SEO is highly effective marketing technique which requires you to know how people use search engines. Providing your audience what they want is basically the gist of any kind of marketing.
For SEO, you are required to know how people use search engines, how your audience interacts with them and their results. This will provide you a better opportunity in reaching out to them. So the first and foremost thing that we need to know is about how people come up with search terms/queries. When you are able to understand how your target market interacts with search engines you will be able to funnel in your SEO strategy and target appropriate search terms. There are basically three types of search queries that people make on search engines.
Navigational Queries: Search queries that are entered to jump to a particular online destination, for example Facebook, Twitter etc.
Informational Queries: Queries related to pursue some kind of information, for example name of a lane, pet shop in town etc.
Action Queries: These are often called as action queries where people take some of action such as buying, selling, transacting etc.
Search Process from a user point of view
i. When you feel the need to find the solution for any one of the queries, you just sit back on your PC, type in the search query in search engine box and hit “Enter”.
ii. A list of results will be displayed for you to choose. Depending on the Title and the description shown in search engine results page, you click on a site which you think would give your answer.
iii. Some examine one page at a time, while some take up multiple pages to find the solution.
iv. If you are not satisfied with your answer, you go back to results page and analyze other sites.
v. If you are not able to find what you are looking for, you refine your search query.
How People Interact With Search Engine Results
Now obviously, people have come to search engines looking for answers. They already know that their results are ranked by their trusted search engine. Search engine results contain millions of pages for a single inputted query. You don’t expect from people to go through each one of them. A recent search engine study showed that websites at the top of Google get an average click rate of 36.4%, while those in the second and third position get an average of 12.5% and 9.5% respectively.
This study reveals the importance of the top position in a search engine result page, with a drastic fall from 36.4% to 12.5%. This means that the traffic also decreases tremendously. Therefore every website/webpage targets for the number 1 spot.
The study also revealed that the results on the first page get a comparative high number of clicks than the negligible clicks on second and third page.
You should try to get a spot on the results page which is above the fold as there are better chances of getting a click.
So, from the above paragraphs, we came to know that we should always target the number 1 spot in SEO rankings. If number spot seems impossible then go for the spot on first result page, above the fold.
Search Queries are the keywords that a user enters in search engine box. You may get number 1 spot for certain keywords but it does not mean that you will have visitors. People may not be searching for your keywords. Always target those keywords which you think people would enter in a search engine query box. Find out what your target audience is looking for. Tailor your keywords with respect to different types of search queries which were discussed above. Many keyword research tools are available online to help you in this searching process.
The basic of any marketing technique is to know your audience, so is the case in SEO. Its extremely important to understand know how people use search engines and they interact with the results displayed on their pages.
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