Why People Use Google and How Your Business Can Capitalize On It

Categories

types of search

There are 3 main categories of search and 1 lesser category that doesn’t play in as well when it comes to search, being found, and SEO.

3 Categories of Search:

1. Looking for Information
2. Entertainment
3. Commerce

The fourth would be navigation — yes, people will type your domain name into a Google search just to help them get to your site. And in all reality, that’s slower than just typing your domain name into their browser, but that’s a whole other issue.

Based on the 3 main categories above, it’s simple to see that people want to know things, they want to do things, and they want to buy things (this is the case more often than not).

In order to capitalize on this as a business, you need to be readily found in Google search results and than happens via SEO. We’ve blogged about SEO a lot, so feel free to check those posts out too.

Beyond using SEO to be found quickly and easily, after the click and after landing on your site, you need to make sure your design, content, and value proposition satisfies one or more of the above ‘needs’. We have ‘needs’ in quotes because there’s a whole other discussion to be had about ‘needs’ vs. ‘wants’, but that’s a culture issue, not really suited for this post.

Now that people have landed on your site, you need to fulfill a need, fix a problem, and most of all, be completely relevant to the search. This is where a good website experience, ease-of-use, design that helps people flow quickly to where they need to be, a good value proposition, and most of all, a seamless way to meet the need (though the initial conversion might just be a stepping stone {i.e. a phone call, a form submitted, a download, etc.} to the actual completion of the goal) all have to be present. This is how you capitalize on the most common type of searcher.

In order to achieve this, it takes the following (but not limited to):

• A marketing team shaping the messaging and process
• A well-designed website based on actual customer data and experience
• A well-developed website (taking breakage, hold ups, speed issues, etc. out of the experience)
• Professional web content planning, structure, writing

If your sales and conversions aren’t where you projected them to be, it’s certainly time to bring in a team of web professionals. if you’d like more information on how our seasoned team can help, reach out to us and let’s have a conversation.

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