When it comes to search behavior, you should know that to stay in people’s minds and at the top of search lists, getting your brand recognized in the online and digital marketplace must be a priority.
Also, another tactic that is needed to accomplish this task is to know and understand user behavior. As a result, you’ll see that organic search rankings are heavily influenced by their behavior data.
In this article, you will see:
- what is search behavior?;
- types of consumer search behavior;
- factors that influence consumer behavior;
- why is search behavior important for SEO?.
What is search behavior?
SEO is a way to understand people and how their behavior when using search engines to get the answers for what is searched.
Search behavior is the way and intent of the user when doing that particular search. We can define it as the union of all impressions, interpretations, attitudes, and influences that lead people to the purchase decision.
Understanding this behavior helps not only to perform a more efficient word search but also to produce qualified content for that consumer.
A mistake that many digital marketers make when it comes to ranking is not studying the user and focusing only on the use of keywords. It is extremely important to collect your consumer’s data to improve the ranking.
Here are some basic questions you should ask when analyzing user behavior:
- why does my audience decide to make the purchase?
With this, you can identify a pattern of behavior to increase sales conversion rates.
Also, when it comes to the consumer and their behavior, remember that they may forget what you wrote or did, but they will never forget what you made them feel. When he gets the answer he wanted in your content, he will surely remember that the one who solved the pain he had was your product.
Types of Consumer Search Behavior
As we said above, it is essential to be aware of the type of behavior that your user has the most. To help you with this task, we’ve brought you the most common types of consumer surveys. Check it out below:
1. Search Local
As its name suggests, local search on Google occurs when the user is looking for a product or service that is close to him or around him.
For example, when a person searches for a “hairdressing salon in Mooca”. See that the search itself already brings the place and suggests that it is also in the Mooca neighborhood. So the intentions are very clear, she would not accept any other location than where she did the research.
2. Transactional Search
In transactional searches, the consumer usually has a clear intention to buy something.
For example, when a student or someone very interested in the digital marketing world searches for a “Digital Marketing Book”, we can understand that this person intends to purchase a book on the subject.
Thus, Google itself suggests several books with their prices as an exhibition of products.
3. Search Navigational
When you search, your actions are directly related to finding specific websites or information. For example, when searching for " websites of large agencies". As you can see, the purpose of the search is to find the website address.
4. Informational Search
In this case, the consumer is making a search wanting to extract information about a certain subject, but without the intention of purchasing at that moment. For example, when someone searches for “how much is product x”.
We can deduce that this person is looking for costs that are included in having a wedding, not necessarily wanting a place or someone who can do one.
Factors influencing consumer behavior
Wrong if you think that there are no external factors that can influence consumer search behavior. And believe me, there are ways to identify some of them, check out how:
- cultural factors – perhaps the main factors influencing the consumer’s purchase and search decision are cultural. That’s because this sector encompasses people’s tastes, interests, and customs, being extremely relevant aspects for SEO analysis, for example;
- social factors – in the social factors, the places that the person frequents, friendships, types of relationships that they have are encompassed, and all of this is a great influence on what they research and buy;
- Economic factors – Another factor that is very important for us to understand the search behavior of consumers is the economic moment in which it is. Especially when looking for transactions, this point is important to understand if your consumer is in a position to make their purchase decisions.
Why is search behavior important for SEO?
In practice, search behavior is important for SEO mainly to better understand the user’s purchase intentions. Search engines receive various updates very often, so whenever user behavior changes, it will be noticeable in SEO tools.
With the study of search behavior done and a good strategy in hand, you will be able to see the difference and how it will appear on Google!