Each of us uses search engines to search for anything; just think that today Google processes on average over 40,000 search queries per second, which translates into over 3.5 billion searches per day and 1,200 billion searches per year worldwide. So through Google every day it is possible to reach all those people who are actually looking for the product or service we offer.

Each person who searches has a specific need and is in a particular state of the buying process. So it is essential, to land the user on your site or to activate your ad, to choose all the most typed keywords or keyphrases relevant to your business.

Each stage of the buying process is characterized by particular keywords typed.

In the knowledge phase, the consumer collects information or looks for ideas for his next purchase; the product or service may be the solution to his problems, but he is not yet conscious. The keywords typed in this step are very general and have a high traffic volume and a low conversion rate. An example of these keywords could be "table lamp" or "computer".

Once the consumer becomes aware of the product, he enters the interest phase. Start using the language and technical jargon to learn more about the features of the product. So the keywords he uses are specific and many times they are focused on the benefits the product can bring. If he passes this phase, he moves on to the in-depth phase where he needs more information to make a rational choice. The keywords he uses become more specific and he can make use of the technical jargon and the brand known in the previous phase. Examples of keywords in this phase could be: “Nike tennis shoes” or “Asus computer”. Once the product that satisfies his need has been identified, the consumer in the comparison phase compares the different products to understand the one that is best suited to his need. It is quite capable of understanding the characteristics of the product and can make more accurate assessments. The keywords he uses, being even more specific and detailed and including the various models of the same product, have a high conversion rate. So it is very important for the consumer to find all the information he needs on the site as he is one step away from the purchase.

Also keep in mind that a user who types on the search engine, for example, the query "transparent glass table lamp" has already decided which type of lamp to buy, and if you are well positioned and can land it on the site , optimized, with captivating texts, high definition images and a careful usability, surely you will have an excellent chance of concluding a sale.

Knowing that consumers express their needs every day through words on search engines, we must try to understand what they are looking for in order to be able to respond to their needs in the micro moments with appropriate solutions.

Romina Giovannoli

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The article FROM WORDS TO CONSUMER NEEDS (by Romina Giovannoli) comes from .

This is a machine translation of a post published on Scenari Economici at the URL on Wed, 07 Apr 2021 12:24:40 +0000.