Are You Capturing Your Audiences’ Intentions?
So, I’m reading this new book I just received, The Art of SEO and right at the beginning it’s got a very nice layout of how search engine users (our customers / your customers) think. So, it gave me the idea for this article. You can say this article was inspired by the book.
When you, or I or anyone goes to the Internet, the intentions that we have are different, depending on multiple factors. The factors involved are varied depending on the overall intention of the search.
Hmm - you’re probably wondering “What the heck is she saying?” Well, let’s see if I can explain.
Let’s say Sally intends to purchase new window treatments for her kitchen.
That would be the overall intention - the goal.
Her first set of queries into a search engine would be something like…
“kitchen window curtains”
“window treatments for kitchens”
“which curtains are best for kitchens”
These keyword phrases make up the first set of queries which can also be called “Informational Queries”.
In other words, Sally is looking for information as she begins her quest for new window treatments for her kitchen. Once she has some information she may decide that she doesn’t want curtains, instead, from what she’s read in her search, she would prefer blinds so her next set of queries become more focused…
“window blinds 52 inches”
“wooden window blinds”
“bamboo window blinds”
This second set of queries can be called “Shopping Queries”
In other words, Sally is now beginning the shopping phase to complete her main intent of obtaining new window treatments for her kitchen. The keyword phrases used during the shopping phase are more specific to size, colour, style, etc. This second stage gives Sally enough information that she is now deciding between wooden blinds and vinyl blinds for her window.
This takes Sally to the third set of queries which can be called “Decision Queries”.
The keyword phrases used in this third set are meant to help the search engine user make an decision as to either which product to purchase and/or from where to purchase it. The decision of which type of window blind to get would be different for each user. Some users value the quality of the product, others require a quick shipping time, others need a low price. Let’s say Sally needs these blinds on her windows in 2 days - after all, she’s having that big dinner party and she wants the kitchen windows to be dressed up.
So, Sally’s next set of search engine keyword phrases (in this decision phase) could look something like this…
“wooden window blinds” + “overnight shipping”
“vinyl window blinds” + “overnight shipping”
Her results narrow the search down to 3 vendors who carry the products she wants and provide overnight shipping.
The fourth and final set of queries can be called “Transactional Queries”.
This is where an action takes place. Either the items are purchased, or a form is filled out requesting more information, a call is made, a map is printed, etc. The search engine user takes an action as a result of finding the website page.
Which website would Sally choose? Well, she does like to think of herself as frugal so price will be her next set of values. As she reviews the 3 websites that she’s found she compares the prices of each one and their shipping fees. Since all three carry the same products and can ship them within the same time frame, the only variable will be the price.
Sally makes her choice, completes the form and purchases the blinds.
One factor Sally may have noticed as she went through this process is that some websites (or maybe just one) kept coming up for each set of queries that she made.
When she made her “Informational Queries” she saw the website “ABCWindowTreatments.com” (I made that up) and noticed that they had a questionnaire created by a window designer to help her decide what type of window treatments work in different areas.
When she made her “Shopping Queries” she noticed the same website came up with easy to read lists of styles and colours and sizes and even some charts on how to measure a window for window treatment. That was helpful.
When she made her “Decision Queries”, again she saw the same website come up with the overnight shipping that she required.
So, when she made her “Transactional Queries” and based it on price, guess what, she didn’t choose the cheapest priced website, why? Because the website that she kept seeing over and over again earned her trust. She felt comfortable with them after having seen them every time she made a query.
So, how many of your customers are like Sally? Does your website attend to each one of their query stages? If not, why not?