Search and always the correct answer to the query

A large number of search engines are available in the web. Users are free to query any engine they choose. They tend to choose search engines that deliver fast and relevant results. The results must also be delivered on time. The SEO professional must target the most popular search engine. Google is the most queried at the time of writing. Most search engine optimizers target Google to increase their clients’ websites rankings.

Search engines invest considerable amount of energy, time and capital in improving their relevance. This includes doing extensive studies of user responses to search results. These results are compared to results generated from other search engines. Eye-tracking studies are also conducted. Public relations and marketing campaigns are also part of the bigger process.

Google is the dominant search engine all over the globe. There are exceptions too. For example, in the People’s Republic of China, local search engines are found to be more popular among the local online user population. For Google, it makes smart sense to focus on SEO.

Humans type in queries for various reasons. The fundamental chosen outcome is to obtain a result that is relevant to the query typed. Therefore, an online marketing strategy must incorporate a thorough understanding of the psychology of the target audience. Once the psychology of the average searcher is understood, and by extrapolation, the target market, the particular targeted audience can be reached more effectively. The audience may also be retained.

Use of search has changed over the years. But the primary principles of doing a search remain broadly unchanged. Many search processes are composed of steps. Users experience the need for an answer, piece of information or a solution. For example, the user may look for a website or navigational query, or the user wants to buy something or transactional query or he or she may want to learn something or informational query. Queries are formulated in a string of phrases and words. Most people are found to formulate their queries in three words. Many users execute the query and verify the results. The result is then examined to see whether it fits the search or not. If it does not match, a refined query is then executed. When this process results in satisfactory completion, the user has a positive experience vis-à-vis the search engine.

Informational searches involve a large range of queries. These involve a wide variety of subjects- ranging from local maps, weather to checking movie listings. Queries may also be outlandish like how much time will it take to bicycle to the moon! The fact of the matter is that informational queries do not involve exchange of money. But researching information about a product or service is included. Brand building can be considered as an opportunity in informational query. The SEO professional must embark on a positive impression to extract the maximum benefit out of such queries.