Internet Marketing - Matt Bailey [67]
Need
When researching keywords, we see that the general keyword is always the most common and highest referred term, which isn’t a surprise. It’s the point of need. When a laptop computer breaks, people go in search of a new one. Chances are, brand names are not top of mind. If they were, I believe that there would be many more brand-based searches. Instead, what we see is thousands of searches for the general term and then clusters of brand-based searches. In the middle are comparisons, features, and some very specific needs expressed.
In the case of laptop computers, the point of need is top of mind (see Figure 6-15). By far, the primary word laptops is the most searched term in the category.
Figure 6-15: The general term is the most searched term: laptops.
This isn’t limited to one particular category; in almost every aspect, the general term is the first word searched (see Figure 6-16).
Figure 6-16: The search demand for digital camera (left) and tennis racquet (right) terms
This is the very beginning of the buying cycle—the point where there is a need, and the need is the primary term that is searched. From here searchers take one of the following approaches:
The searcher becomes overwhelmed with the amount of information and realizes that further search refinement is necessary.
The searcher begins to search through all the available products and information and realizes that there is more to learn before making a decision.
The searcher sees strong opinions written by other users and decides to research the decision more.
The searcher buys the first thing they see from the website that ranks first.
As much as marketers wish the last approach were the most common, it isn’t. Further research and refinement is the typical activity. As searchers start based on need, they refine based on available information, feedback, articles, comparisons, and opinions.
Gathering, Research, and Exclusion
This refinement of the search query is the part of the buying cycle that deals with gathering and evaluating information. This is where searchers learn about the basic benefits, the expected features, the typical service, and the experiences of others.
In the business-to-business world, this activity is typically performed by someone researching and gathering information in order to present to a decision maker or committee. Activities such as researching new vendors, upgrading systems, or sourcing parts, resources, or materials are part of the business-to-business searching process, just as much as they are for information-based and ecommerce-based buying cycles.
This is where brand names tend to get pitted against each other in mortal combat for the searcher’s attention. Reviews of consumer products are available in almost every corner of the Internet. From Amazon.com to blogs, YouTube videos, discussion forums, Yahoo! Answers, and numerous other sources, Internet users have never been shy about sharing their experiences and opinions about products, businesses, brands, and services.
Your company website will most likely be used as part of the research. Knowing this, especially if you know the buying cycle is more than a few weeks or months, information on your website must be easy to find and download or print. Make it easy for researchers to find the specific features they need and the desired benefits. Customer testimonials are always great methods of providing a benefit statement to prospects. Be sure that any downloadable information contains your web address, a minimal number of graphics (to save printer ink), and compelling testimonials.
Make sure your information is presented in a way