This is the third lesson of the SEO guide, in which we will address the most important aspects of user interaction with search engines.
In this lesson, you will learn a lot of information and points about user interaction with the search engine. Which will help you to make the appropriate modifications to your site, in order to be more compatible with the visitors and their nature of search engines.
How does a user perform a search on a search engine?
There is a set of steps or stages that the user goes through, until he reaches your site through his search on one of the search engines.
Understanding these stages or steps will help you a lot in improving search engines, as the slogan of search engines is always to satisfy the user, and your understanding of the user and how he searches will undoubtedly satisfy him, which in turn is in the interest of your site with search engines.
These are the stages of search that users of search engines go through:
1: The stage of realizing the need
At this stage, the user realizes that he needs to: answer a question, solve a problem, see certain information, or purchase a good or service. He decides that he will use the Google search engine, for example, to meet this need.
Need is the first step that search engine users go through, and it is also the first step that every successful SEO strategy begins with.
Understanding the user's need in a deep and complete aspect is the real key to your success in getting your site to the first page in Google.
You should always consider your site from the angle of satisfying the user's need and satisfaction.
2: The stage of formulating the research word or sentence
At this stage, the user begins to formulate a search word or phrase to express what he wants. Of course, the word or sentence that the user chooses to perform the search process depends on some factors, including:
Does the user use slang or standard language? Does the user use his mother tongue or English?
The extent of the user's culture and knowledge about the research topic
The more ignorant the user is about the topic, the more he uses general words or very short sentences. On the contrary, the more the user is aware and familiar with the subject of the research, the more he uses rather long and complex research sentences. This is because he wants more specialized results.
3: The stage of entering the search word and conducting the search
At this stage, the user types the search word or phrase (Query) in the search engine, and presses the search button, waiting for the results that the search engine brings him.
Search results appear in front of the user in a fraction of a second, because search engines attach very special importance to the speed in showing results. (The search engine user tests the speed in showing the results, so he expects it when clicking on any result)
It is worth noting here that the introduction of search words has not become limited to writing only. The share of voice searches is constantly growing and increasing in recent times.
4: The stage of browsing the search results
At this stage, the user browses the search results in a hurry, to reach the search result that matches what he needs.
This stage introduces many factors and variables, which strongly affect the way we understand how the user interacts with search results.
Here are some notes and points about how the user interacts with the search results:
The user quickly checks the titles of the initial results, in order to reach the most appropriate result, and some users also check the description of the results.
With almost every search there are advertising results that appear above the original search results, and this over time made the user pay more attention to the lowest search results.
The search results page is more than a page with a list of results, but there are other components to it, including the quick answers box, which contains answers that come directly from Google.
There is also an information rectangle, which appears when you type a search word related to something or a famous person, and contains information about that thing.
5: The stage of visiting some results
At this stage, the user visits some results, which he sees as related to what he is looking for, and checks whether the content matches what he really wants or not.
The more knowledgeable and experienced the user is in searching, the more likely he is to browse through a larger number of search results.
There is a relationship between the time a user spends visiting search results. And between the nature of the search process, the nature of the search word, and the user's intention and purpose of the search process on the other hand.
6: The stage of returning again to the search results
In the event that the user does not find what he specifically wants in the search results pages he visited, he will return again to the search results page, trying to find another result to fulfill his need, at this stage he may move to the next page in the search results.
7: The stage of formulating the research sentence in another way
If the user gets what they want, then the search process is over. But if he is not completely satisfied, he will try to use other search words, or make another paraphrase.
Perhaps this stage is repeated more than once, until the user finds the page or web pages that make him feel satisfied and fulfill his need.
Types of search operations performed by the user of search engines
Research operations whose purpose is to go to a specific site (Go Queries)
In this case, the user writes the name of the site he wants to visit, directly in the search engine.
Most of the Internet users, do not type the name of the domain they want to go to in the browser.
Instead, they just type the name of the site even if it's inaccurate, confident that the search engine knows exactly which way they want to go.
Example of Go Queries: YouTube
Research processes whose purpose is knowledge (Know Queries)
This type of research process is for the purpose of obtaining a certain information, or a certain idea that the user wants to know.
An example of Know Queries: How to make money from Google Adsense
Research processes related to doing a specific thing (Do Queries)
These searches are considered the most expensive, as the user in them wants to do a specific thing such as: buying a product or subscribing to a service.
Do Querie example: buying an iPhone 6 Plus
Some statistics about search engine users
70% to 80% of search engine users ignore search results ads, preferring natural results.
50% of the search phrases used consist of 4 words or more.
21% of search engine users click on more than one result.
60% of search engine visits go to the first three search results, and only the first result gets 18% of the visits.
75% of search engine users never go to the second page of search results.
50% of search engine users tend to click on search results from sites or brands they already know.
The users of search engines (Google in particular) are constantly growing from year to year.
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