How Are Your Customers Looking For You?

HOW DO YOUR CUSTOMERS SEARCH FOR YOUR BUSINESS?

Are you aware of how your customers are searching for you? Sometimes, business owners tend to take online information gathering for granted.  Some business owners assume they just typed in a word or two and up popped their business.  This may not be so.  Search queries vary wildly between users and can encompass brief phrases to long, wordier strings.

Web analytics company Chitika studied the search queries of internet users on the 5 biggest search engines: Google, Bing, Yahoo, Ask, and AOL. Chitika concludes that Ask.com users enter wordier search queries, averaging 4.74 words per query.  In comparison, AOL users prefer brevity, using an average of 4.17 words per query.  In fact, Ask.com users typed queries 8 words or longer more than 15% of the time.

 

KEYWORDS, KEYWORDS, KEYWORDS

What this means is you have more keyword options to target potential customers. Those magical keywords that attracted a customer to your business can vary from the obvious such as Orange County Law Firm to the not so obvious Conservative County Law Firm.  As search engines continue to link words together to produce more accurate results, your net has to get larger.

Web developers tend to gauge the effectiveness of their efforts by measuring the click through rates (CTR.) A website’s CTR shows how often a viewer clicks on the link.  If you enjoy space in the top 4 results on Google, you’re currently enjoying an extremely high CTR.  But how did you get there?

Data from Chitika suggests that the longer search queries often perform better among users, likely because they narrow the scope of their search as much as possible.  If you’re seeking a legal recruiting firm in Irvine CA, you don’t want to just type in legal recruiting and hope that your search returns the most relevant results.  You want to narrow your search terms to produce the most relevant results to you. In these longer search strings, data shows the CTR outperforms shorter queries by a full 40%.

 

LESSONS YOU CAN TAKE FROM KEYWORD SEARCHES

Many businesses fare much better using keywords from longer and less competitive keyword strings. Instead of trying to vie for the same 2 keywords that all of your regional and global competitors are seeking association with, try targeting the longer less obvious keywords.  The data shows that you’ll do better overall when it comes to encouraging searchers to click on your link.