Understanding how people surf the web is important. This allows your business to focus marketing costs on a macro level. This is great free tool that all businesses can apply. Unlike marketing practices before, companies would advertise on tv, radio and newspapers that would have large audiences and hope that a potential customer would engage it. But now, with search engines, active customers search for the specific information they want.
Over time, the analysis from these online customers has been broken down into specific categories. These categories can be incorporated into your website. Increasing the opportunities of active customers to find your business.
Stages of Customer Search
The information for each product or service should be broken down into the following categories,
- Awareness / Interest
- Consideration / Intent
- Evaluation / Purchase
Simple, right? if "Content is King, then Planning is Queen."
Why? Its simple, having this information on your webpage increases potential traffic based on relevant keywords and phrases.
Example of Customer Search Stages
A Grandma buying a video game for grandson
- First stage search term: "video games"
- Second stage search term: "buy videos games"
- Third stage search term: "buy cheap fighting video games for Zbox 360."
A video game retailer would want these "keywords" used on their website. Engaging every customer at every stage will help increase your websites overall internet visibility in search engines alone.
While this is just a sample, it shows how your website can benefit your business. Every country, state, even county has its own vernacular, do some extra research and you'll definitely be rewarded.