Search Engines and Purchasing Decisions

search console overview

Who among you doesn’t go on Google every day, even several times a day? Probably everyone, so it won’t be difficult to put yourself in the users’ shoes, because they are the clothes we all wear every day.

We use search engines, and in particular Google, to search for information on a product we have seen on TV, to find a solution to our needs, to solve a problem or perhaps simply to learn more about a topic, a curiosity or a location.

From a marketing point of view, this research phase could be part of different phases of the customer journey, for example in the Interest and Consideration phase if we are looking for more information about a product, or in the Purchase phase if we already have clear ideas and are looking for exactly what we want to buy, or even in the Awareness phase, if by reading an informative article, we become aware of a company or a product that we did not know about before.

In any case, these searches are part of a path that in the short or long term will lead the user to purchase from our company or from competitors.

So is Search Engine Optimization enough?

SEO is essential for users’ searches, whether informational or transactional – it has a lot of influence on purchasing decisions, but if not integrated with other activities such as: social media marketing, data collection, paid advertising, email marketing and others, SEO may not be enough to achieve business goals or at least you will miss out on many opportunities.

Let’s take a look at an example:

Let’s analyse a fictional company ‘The Watermelon Jeans’, an outlet that sells clothing. They’re actively invested in SEO, managing to rank first on Google for keywords such as “buy clothing online” or “red jacket for women”.

In third position in the search results there is a famous brand in the clothing sector. One that is well known by the masses, just by their name.

A part of the users will probably tend to click on the result of the well-known brand instead of ‘Watermelon Jeans’, even though they rank in first place.

This example serves to make it clear how working on positioning is fundamental in order not to give potential customers to the competition, but this must be part of an integrated strategy that also works on brand identity, customer loyalty, data collection, creation of a relationship between customer and company.

When these points are missed, your top ranking, fails to communicate with users.

Search intent analysis

As we have seen, potential customers generally type their target keywords in the Google search bar – this is done to express Intent.

The categories of intent can be classified into:

  • Informational: These are probably the most used queries. Searching for information means wanting to discover something new, on any subject. In a search of this type, one does not have a predetermined site in mind, but the attention is paid above all to the information that one tries to discover.
  • Transactional: they express the user’s clear intention to immediately search for something in order to purchase it. These keywords are often associated with words such as: buy, offer, discount, etc.
  • Navigational: they denote the intent to get directly and quickly to a specific website or websites that deal with that specific topic. The results will therefore be limited and concise. Example: Facebook login, or Amazon books.

Studying and analyzing the searches made by users on Google is crucial for a visibility strategy on search engines that can guide purchase decisions and increase a company’s sales.

These practices, together with digital marketing experience and a hands-on-approach on the subject, can greatly improve ranking, reach and customer interaction. Contact 4Sight for more tips and tricks to get the most out of your digital marketing.