Yesterday, Blizzard’s own Carrie Hill moderated a great session at the Search Engine Strategies Conference & Expo in New York City. Small Business Blitz addressed the needs of entrepreneurs trying to promote their enterprises online while working within their small budgets.
The first panelist was Stoney de Geyter of Pole Position Marketing. Among his tips were these suggestions about determining your searchers’ intent and applying that knowledge to your optimization.
After completing your keyword research, Stoney recommends dividing your terms into categories by searcher intent. The three categories are:
- Researchers – those just beginning to research something on online or those who are only trying to learn about something and may never have intentions of buying anything.
- Shoppers – those in a phase of narrowing their focus. They think they want to buy something, but need to do more research before they are ready to plunk down their money.
- Buyers - those who know what they want and are ready to buy. At this phase, they are comparing features and prices and trying to decide who to by from.
de Geyter then suggests making certain that during optimization you match up each term and its type with a page that satisfies the needs of the type of search they have embarked upon.
Stayed tuned later for more tips from Jennifer Laylock and Matt McGee.