How People Search Online

by | Mar 18, 2018 | How People Use The Internet

In this lesson we will go though how people search online. Read carefully because the knowledge you retain from this lesson improves your understanding about the billions of people that use the internet every day. It will give you a bigger picture about their habits for you to devise a plan on how you can turn these users into your customers. Search engines are extremely important and if you can rank well and run successful advertising campaigns then you will be able generate tons of leads and make huge profits.

The first thing to understand is that people don't search for information on just one device any longer. Most internet users will search for information on their mobile and desktop.

The majority of searches are one time shots where the user finds the information they want and is satisfied.

The next largest group of searches actually take about 3 attempts to fulfill and those attempts are typically spread across mobile phone and desktop computer devices.

Here's what this means for a business:

  1. The website needs to look great on desktop and mobile
  2. Search results position on desktop matters
  3. Search results position on mobile matters
  4. Paying for a search advertising placement can have a big impact on traffic to the website

Let's take a minute to empower you with some more information about how people use a desktop search results page. Check out this eye-tracking heatmap of a google search result for men's running shoes

Google search results heat map

There is visual attention on the paid links, the first couple "organic" results, and there is heavy interest in the upper left area of the right-side Google Shopping advertising area. This same heat profile exists for the Google Business Listing and other right-side features on desktop searches.

So there are a couple more takeaways:

  1. Google Shopping Ads can boost sales
  2. The Google Business Listing is important

Sometimes there are inline features of two other types of data:

  • YouTube Videos
  • Structured Data

YouTube Videos in search results have been very successful for Google, meaning that a lot of people click on them when they are presented.

Structured Data can be a bunch of different things. Sometimes it is a web page excerpt from a relevant page. Other times it is a table or list from a web page that is seen as particularly relevant.

So, here is the full list of what to pay attention to to support searchers:

  1. The website needs to look great on desktop and mobile
  2. Search results position on desktop matters
  3. Search results position on mobile matters
  4. Paying for a search advertising placement can have a big impact on traffic to the website
  5. Google Shopping Ads can boost sales
  6. The Google Business Listing is important
  7. YouTube videos on relevant topics can jump up in search position
  8. Including tables an lists in web page articles can result in a jump in search position

Next
In this lesson we will go though how people establish trust,…