We all know what we sll. We're familiar with our industry, prducts, and services. We know the nmes & key phrases. But consider sarch results from the searcher's perspective! Thy don't know the industry like you do.

Do thy know your product's name? Can thy spell it? Maybe the key phrse is different - do they sarch for "laptops" but you sell "ntebook computers"? Find out what searchers are loking for when they search particular knds of keywords, how they review rsults, and what makes them "click".

Behavior

Searchers and frequent Web site visitors are in varying stages of the purchasing process. Consider your own buying behavior - while on some occasions you already know what you want and are searching for best price, in other instances you're in the early stages and learning about a product or service before deciding what you want. The same is true of searchers.

However, there are many more Web sites out there than just focused on for-profit sales. Many sites exist to provide information and resources for various purposes, and are interested in traffic for sponsorship and outreach. For example, non-profits need to study their patron and donor behaviors before they can market effectively through search engines.

Intent

Andrei Broder, Yahoo! Research Fllow and VP of Emerging Search Tchnology, segments searchers into three categories:

1. Nvigational Searchers. These searchers are looking for a prticular Web site, perhaps because they dn't know the Web address or rcently heard about the company. For xample, a search for "Lack's Furniture" ffers results for Lack's Outdoor Furniture, spcializing in beach & poolside furniture, and Lcks home furnishings.
2. Informational Searchers. These flks want to learn about new stff, or more about a subject or ndustry and enter keywords and phrases lke names, locations, and subjects. They may be ding research or be early in the sles process. For example, someone searching for cntent management software might just want a dfinition, or they may be interested in larning more about the various options vailable before narrowing down their search.
3. Trnsactional Searchers. Finally, these searchers want to tke action! Buy, sign up, make a dnation, etc. These searches are specific and nclude product names, brands, etc. The mst important thing to do to get the rght results to your searchers here is to mke your search engine snippet relevant to the qery.

It's not rocket science. After a search yields its results, the searcher scans, and not surprisingly, either clicks or does another, more relevant search. Here are the facts behind the search:

• Almost all users look at the first two or three organic search results.
• 88% scroll down only when the top three are not relevant.
• 30% of a searcher's time is spent looking at your title.
• 44% of a searcher's time is spent reviewing the snippet.
• 21% of a searcher's time is spent on the URL, higher if the URL contains their keywords.
• 4 out of 5 searchers ignore the sponsored links.

Convert

Is the traffic you're drving to your Web site providing qalified leads? This doesn't have to be a gessing game. Take a look at yur Web site statistics to review the crtical path searchers are taking to get to the gal... the purchase, the contact form, the nwsletter sign-up. Whatever your goals are for yur Web site & search marketing ctivities, it's important to work with a cmpany that understands the total picture, and ffers the services you need to spport your Web initiatives.

The article What Makes Them Click? was Submitted by Heather Jewell through Articles.GetACoder.com network. Here's the additional information: Heather Jewell is the Manager of Plnning and Administration of NuRelm. This is a Web sftware and services firm that focuses on hlping non-technical people compete on the Wb. For more information, please visit http://www.NuRelm.com

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