Webmasters depend on tools and technology to begin their journey of optimising a website. These tactics have proven useful for forming an adjacent view of how people search; it’s never been a complete picture. Most SEO professionals admit that no tool will be able to fully replicate the user behaviour, which is why there needs to be a subtle shift in how webmasters go about their work.
The First Step
The first step users take when they initiate a search is by inputting keywords into a search engine. Anticipating and predicting those keywords is the first thing webmasters need to accomplish so that the process can get off the ground. One of the philosophies growing in popularity regarding the process is that webmasters need to study the users themselves, instead of relying on web tools alone.
Several studies took that advice to heart and began observing the habits of users who were tasked to find an online solution for random problems. The results showed that there are two dominant behaviour types when it comes to search – fragment and full queries.
Fragment Versus Full
The first group – fragment searchers – are the people who use the absolute minimum number of words when conducting a search. When presented, for example, with a query on how to treat a swollen ankle, these users will simply input ‘swollen ankle’, or ‘swollen ankle treatment’. This group’s focus is speed; they simply put the most relevant keywords into the search bar and see what the SERPs come up with.
The second group – full searches – are people who take a few seconds to figure out how to best phrase their query. The main concerns of these types of searchers are the details of the results they want to get. Going back to the ankle example, full query searchers would look like ‘how doctors treat a swollen ankle?’, or ‘home treatment for a swollen ankle’.
Understanding how people conduct their searches can give webmasters a better idea of the kind of phrases they’ll need to incorporate into their SEO strategy. Websites need an SEO provider that already has that kind of insight at their disposal, and fortunately, all they need to do to find that is to contact us today.
Our teams are always looking for ways to improve the quality of our strategies, to give our clients the best shot at the top spot. Let us discuss your specific or local SEO needs today.