Reading a Searcher’s Intentions

Posted on June 6, 2008 by Asi Erenberg

There are logic-based ways for attracting the customers you need

It helps to be a bit of a mind-reader. Especially if you want your online store to be a success.Keyword Detective
Truth is … everybody’s mind is different. Customers will naturally search the web for the products they want, but - and here’s the challenge - their idea of the right term or keyword to use in their search might very well not be yours. Say, for instance, someone types into a search engine’s query-box the words “web design new york.” It’s hard to know exactly what they want.

A website designer who works in New York City? Maybe. But what if they are looking for, say, a school in New York where they can learn to be a web designer?

In the timeless quotation – “It’s close, but it’s no cigar”The smart online store-owner who wants to attract exactly the right customers needs to be extra-specific in choosing keywords to put out info (whether it’s obvious advertising or less obvious tagging, or other form of gaining attention).

The online merchant will want increase traffic from people using search-engines, naturally, but not people who arrive almost by accident and have no interest in staying, still less in clicking on the “buy” button.

You do need to assess carefully exactly what’s in the ideal customers’ minds. For instance, when it comes to buying Google AdWords, we’re finding that store-owners who buy AdWords that are much more specific do better - and sometimes with what might seem bizarrely precise terms like (say) ’small dog beds with warmers.”

This approach, in our experience, will do a lot better than a store-owner using more generic terms, like merely “dog beds.” You may get lower volume of traffic - and you’ll be using words that have lower volume use, and be more economical to buy as advertising terms – but your website will absolutely match the query put out by the kind of customers you want. Those who come will be exactly those you need to have there.

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