Search engines seem to have the answer to everything and this is no coincidence. Google is very clever at showing you the most relevant and accurate results based on your search. It’s their mission to understand the user better and the intent behind their searches. Google must evolve and adapt as users shift their search behaviour and global conversations change.
Why do people search?
It may seem obvious but there are a number of reasons why people search on Google; they may be looking for specific information, a location, to purchase something or for entertainment. Whatever the reason, the goal is always the same… They want answers, and relevant ones.
Nowadays the way people search has evolved considerably, with the likes of mobile and voice search. As technology has advanced, how people search has changed. People now have various ways in which they can find out information, but the way they carry this out differs depending on what device they’re using.
Mobile search
People search differently on mobile compared to desktop. According to Techjury “smartphone conversion rates are up by 64% compared to the average desktop conversion rates”. There is a definite time aspect attached to mobile search and often people are more ready to act. They are usually on-the-go and want relevant answers quickly. Location-based searches are also common here, for instance when searching for a local mortgage broker you might search ‘mortgage brokers near me’. Or perhaps you’re looking for a new garden room and search ‘garden room Norfolk’. Less content, more relevance.
Voice search
Alexa and Siri have certainly shaken up how people search and introduced a new dynamic. Today search has evolved to be a lot more conversational and question-based, especially when using smart speakers. These searches tend to be longer, mirroring how you would actually ask someone a question face-to-face. This can affect your keyword length, which is where long-tail keywords come in. Instead of typing ‘mortgage broker fees’, someone would ask outloud, ‘Hey Google, do mortgage brokers charge a fee?’ when carrying out a voice search.
Clickless searches
Google wants to provide the user with the most relevant information as quickly and easily as possible, and featured snippets are a great way to do this. Featured snippets are a small section of text that appear at the top of the search result, providing short quick answers. There are different featured snippet formats, one of which is the definition box. These usually occur when searching for ‘what is’ queries, for example ‘what is equity release’? The definition tends to be short and sweet, making it easier for the user to find the correct answer to their question.
It’s clear that search behaviour impacts the results a search engine shows and understanding this is key to your SEO strategy. As much as Google needs to adapt to search behaviour changes, your SEO strategy needs to follow suit too. Need help ironing out your strategy? Feel free to give us a call on 01603 859007 or email us at [email protected].