A great way to understand what people are searching for on the web is to get a good idea of what is trending during that particular time period. People will mostly look up whatever is a big story in the news, on social media, and anything that goes viral. Doing this will help you find the keywords and topics that these people are including in their searches. If you are an advertiser, or you want to advertise your products/business, then knowing the most popular keywords at the time are important. This way, your company can advertise on the websites that are featuring these trending stories or popular news articles.
Take advantage of the different search engines that can provide you with access to the most popular keywords and trends. Such as Google Trends, this search engine database allows users to have full access to which keywords are most popular now, and in previous points in time. You can view the popular keywords and search topics in different regions, languages and categories. Google Trends also offers a list of what is trending now in Hot Searches. If your company is focusing on advertising or using other search engines for its purposes, then Bing Trends and Yahoo Buzz Log are like Google Trends, in that they allow you to see the top keyword searches and offer insights on the popular trends. Along with these, other search engines offer the same kind of service. Twitter Search can allow users to see what people are talking about on Twitter by hashtag, keyword, or even a username. Youtube Trends offers users access to what the most popular videos being searched are. Taking advantage of these tools will allow your company to be at the right place at the right time, to make sure as many people see your advertisements as possible.
Understand the Different Search Categories
Firstly, you should know the four different kinds of searches of a typical person browsing the web. These searches all fit into four different categories which are to find, learn, solve, and buy. These different intents will lead to separate search categories in which we will now discuss. The first intent (find) will lead the user into the category of a “navigational search”. The user in this case does not remember the specific URL, but is trying to find a specific website. For the SEO, your brand name and website name should be quickly and easily indexed by Google in order for the user to find your page. The next intent (learn) will lead into the category of “informational searches”. People will typically type in a random question into the search engine and will try and find out the answer. This is something that Google is fast, efficient, and effective at generating answers for. The next intent (solve) will lead to the category of “commercial investigation”. This is when a person is faced with a task of trying to find something or someone for service or assistance, like trying to find the best and affordable electrician around the area the person lives. They will open Google and search to try and find the best solution. The last intent (buy), leads into the category of “looking for a purchase.” When people are willing and ready to buy, they will browse the web for gifts, personal items, or gift ideas. If a person searches for “good present for mother’s birthday,” then those pages specific to those keywords will come up first. This is why you want to make sure your page is specific to keywords that people would look up based on your products/services.
Understanding how people search and use the web will help your company enormously with internet marketing and advertising. Take advantage of knowing the popular trends and keywords so you can build your webpages accordingly.
Daniel J. Ball (JR)
Graduated from Saint Leo University in November of 2014. Enjoys sports, fitness, and the company of good friends/family. I like learning and reporting about the changing landscape of marketing/advertising. Marketing via social media is increasing year to year as more people use social media on a daily basis. Learning about popular and current advertising strategies to incorporate onto social media platforms is fascinating to look into and write articles on that can be used as informative tools for marketers and online advertisers.