The internet is becoming more important each year as more users are using the internet to buy products or services online. A big part of this has been the way users can easily access the internet through advancements in mobile handset technology and the rise of tablets. Users are searching in a number of different ways as these devices have changed the way people are searching as the trend of searches are moving more and more towards local results as people are looking for products or services on the move.
A key part to how visible your website is online is how well your site is mapped out for your industries keywords. A key part to keyword research is to understanding how user’s searches and the thought process behind a search or the purchasing of product. The way users search the internet can be split in three main types of searches:
Informational – An informational search is when a user’s is looking for a services or a piece of information such as a train time or information about an event
Navigational – A navigational search is when the user is looking to compare prices or to navigate to site to see what product they need to buy.
Transactional – A transactional search is when a user’s knows what service they want including the make and model of the product they are looking for such as washing machine for example.
A typical type path a user may take before buying a product is to search for “washing machines”, after the users has the washing machine they are looking for they will search for a “bush washing machine”. After the user knows the make of the washing machine they will search again for the type of the washing they want so a “white bush washing machine”. After the user has picked the colour and make of the product they are buying they will service for the model of the number “65478 – bush washing machine”.
The process a user goes through to make a search makes keyword research important as you will need to make sure that your site is visible for as many searches as possible. Getting the right visibility for your product involves extensive keyword research and keyword mapping to ensure your site is visible for every search as possible even if this means you build targeted landing pages.
