Buying cycle and Advanced Search Term Research Issues - Live from SES San Jose
Advanced Search Term Research Issues - Live from SES San Jose: "There are four different stages of an online buyer and he will discuss this in more detail later.The Buying Cycle: (1) The awareness stage; provide info pages to educate, target phrases in the 'i need' format, built trust with the searcher, and 8.7% of potential customers use search for this phrase. (2) The research stage; offer comparisons, target competitors search terms, and 68.3% of potential customers use search for this phrase. (3) Decision phase; write your product reviews/articles, license content from review sites, list customer testimonials, target search terms that aid in the decision process, and 42.6% of people use search for this phase. (4) Buying phase; focus on model numbers, make sure the product page content matches those phrases, add buzzwords 'free shipping', and 28.2% of potential customers use search for this phrase.
Low Cost Products have fewer searches, less need for multiple search terms, and lower the costs the higher the likelihood of an online conversion. There are fewer instances for research types (comparison reviews) for these low cost keywords.
High cost products have increased number of searches per day, target all the phases of the buying process, and anticipate where the conversions will take place.
The number of keywords searched from July 2004:
2 word phrases reduced 2.5% since 01/04
3 word phrases increased 1.22%"
posted by Jen @ 4:24 PM
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