how we search for stuff: insights for marketers
DESCRIPTION
Insights for Marketers: How we search for stuff. A brief analysis that demonstrates how our search behaviour vaires depending on search intent. Includes lessons for marketers planning search marketing campaigns.TRANSCRIPT
HOW WE SEARCH FOR STUFF
by Allister Frosthttp://allisterfrost.com
SPONSORED
ORGANIC
UNIVERSAL SEARCH RESULTS
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SEARCH BEHAVIOUR
CHANGES WITH SEARCH INTENT
A Rule for Digital Marketers
WHAT’S YOUR SEARCH INTENT?
Informational
• When do the clocks go back?
• How old is Tom Jones?
Navigational
• Where’s Reading University’s web site
• Where’s the BBC News web site?
Transactional
• I want to book a table for 4 in a sushi restaurant
• I want to download a trial of Visual Studio 2010
Multimedia
• I need a picture of a mousetrap
• I want to watch a video of salsa dancing
DIFFERENCES BY INTENT
title snippet url image
fixations
time fixations
time fixations
time fixations
time
Informational
37% 34% 51% 53% 12% 13% 0% 0%
Navigational
38% 31% 42% 49% 13% 15% 7% 5%
Transactional
42% 28% 43% 56% 15% 16% 0% 0%
Multimedia 2% 4% 15% 7% 7% 7% 76% 71%Source: Pompeu Fabra University, Barcelona, July 2010
LESSONS FOR DIGITAL MARKETERS
Think about your searchers’ intent
Use organic and PPC listings
intelligently
Consider how other listings will impact
your own
Ensure universal search results are
non-damaging
Meticulously maintain your page title
and meta descriptions
http://allisterfrost.com