What People are Looking Today and How to Use this Knowledge in Marketing
At first glance, it may seem that every person is looking for something different on the Internet. If you study the statistics of searches, it turns out that they can be divided into several categories depending on the needs that users want to satisfy. This data is especially valuable for marketers looking to grow organic traffic. In this article, we’ll take a closer look at how it works.
Google Knows Everything, Remembers and Analyzes
Let’s take a look at Google Trends over the past year. The search engine collects this data based on the searches for which the highest traffic growth has been noted. The lists are sorted as follows: search, news, people, actors, athletes, diets, fashion, movies, musicians, etc. If you structure this information in a slightly different way, you can get an answer to what needs people want to satisfy on the Internet.
Justin de Graaf, the head of advertising research and analytics at Google, studied how consumer desires affect people’s search behavior. Here is what he found out. It turned out that users have six important needs: surprise me, thrill me, impress me, educate me, reassure me, and help me. You can’t imagine how many people visit sites in an effort to satisfy these requests.
Justin further divided all needs into three categories:
The expert stated that search behavior and decision making are often based on emotions. This can cause behaviors to be completely irrational. Marketers need to consider this fact in their strategies if they want to attract users and increase conversions. For example, the “impress me” state is associated with the desire to stand out and become involved in status VIPs. It is important that the product is used by celebrities or influencers. The need for tranquility arises from a state of anxiety. The user wants to know the latest news and make the right choice. Therefore, many sites now have a section on handling objections and answers to frequently asked questions.
Justin stated that needs have an impact on search. They determine the length of the request, the number of bounces and open tabs, whether a person will be interested in a text, and which device will be used for searching.
Websites are like people. Some are attractive, others pass by without noticing. How do you get noticed? Initially focus on meeting user’s needs.
7 main user searches
Earlier this year, We Are Social and Hootsuite released the traditional Digital 2020 report, where it is stated that the average user spends 6 hours and 43 minutes online every day. This time is mainly devoted to:
- Social networks and communication in messengers
- Applications for managing finances, sports, and dating
- Desktop and mobile games
- Streaming services
- Watching videos, including training videos
- Online shopping
From this we can draw a simple conclusion. Most people use the internet for similar reasons. Let’s take a closer look at what they want.
1. Find out some information
It can be important news or specific requests such as how to fix a tap, where to order pizza, how to get to a hotel in a new city, and a bunch of other useful data. When you don’t know something, you don’t call your friend, you ask Google. People often use voice search for this. This is also indicated in the Digital 2020 report.
2. Have fun
This includes playing Fortnite, watching hilarious videos on TikTok, hanging out on the Instagram news feed, listening to Joe Rogan’s podcasts on Youtube for several hours, paying for a Netflix subscription, and attending a Post Malone online concert. Facebook is sure to be among the websites you must visit. It is difficult to imagine life without this social network. Especially during quarantine.
3. Chat or find a couple
A number of people have several instant messengers installed. People want to stay in touch 24/7. And not only with those we know. It’s important for us to be part of something bigger, especially communities of interest. Therefore, we subscribe to different communities on Facebook and communicate on thematic forums. This is how we seek support, ask for advice and get inspired by success stories. Matchmaking apps are a separate topic. When you can’t leave your home due to a pandemic, all that remains is to register on Badoo or Tinder. This is a great way to expand your dating circle.
4. Make purchases or pay bills
With the closure of offline stores and shopping centers due to the raging pandemic, online shopping has reached a new level of relevance. Moreover, almost every web site offers targeted delivery of purchases, discounts, and promotions. Today, you can order absolutely everything, even food and fresh farm products. You don’t even have to leave the house.There is nothing to say about paying bills online. Almost everyone did it before quarantine.
While this point does not clearly follow from the Digital 2020 report, it cannot be ignored. During the pandemic, most people began to work remotely. To be as productive as possible, they began to use online tools for conferences and task scheduling. This includes office programs and applications that need to be found, downloaded and installed on their computer.
What do you do when you have a lot of free time? Some people prefer to spend it on entertainment and education. Online platforms have made many courses free or offered discounts. You can master a new skill or specialization in a couple of months and start earning.
Many children and students have also switched to online learning. They used the Internet to do their homework before but now they use it for everything. This includes contacting teachers, looking for information for reports, making presentations, and communicating with each other.
7. Get inspired or just kill time
It may not be worth putting these factors in one paragraph but people often kill a lot of time by following the lifestyle of famous bloggers or creating another board on Pinterest. Although it is important for creative people to be inspired by the examples of successful colleagues and figures. More and more museums and cultural centers are doing online tours and online performances.
In the age of the Internet, surfing the net is a traditional pastime for many users. Some do not even know what they are looking for. Why don’t marketers offer these users something fun and engaging? We remember that sites are like people.
Understanding Intent is the Key to Increasing Organics and Conversions
Let’s go back to Justin de Graaff’s research. Its main goal is to show that meeting user’s needs leads to an increase in organic traffic and conversions. SEO professionals typically hone websites for keywords and useful content. The more important factor to consider is why people open their browser and what they want to find on the Internet.
The desire to satisfy this or that need affects the decision a person makes. Most often the decision is made impulsively.
If a marketer ignores the needs of users, they simply won’t notice their site. If the promotion strategy takes users’ needs into account, the chances of increasing the target audience increase significantly.
How can you do it?
To use search intent, it is enough to understand the purpose of the request and where the user is in the funnel. Are they just looking for information or are they ready to make a deal?
Once you’ve answered the questions above, you can start building your funnel out of intent. Form landing pages, keywords, content and CTAs that meet user expectations. You must understand why people use certain words for searches. Only then will you be able to promote a potential customer through the funnel much faster than with standard SEO methods.
You have to go through the buyer’s journey from intent to purchasing a product and understand which offer will become an emotional trigger for them, in order to first draw attention to your site, and then become your regular customer.