What are the best ways to apply search engine user behavior theories and models?

Search engine user behavior is the study of how people interact with search engines, such as what they search for, how they evaluate the results, and what actions they take. Understanding search engine user behavior can help you optimize your website, content, and marketing strategies for your target audience. In this article, you will learn about some of the best ways to apply search engine user behavior theories and models, such as the search funnel, the information seeking model, and the satisfaction and loyalty model.

1 The search funnel

The search funnel is a model that describes the stages of a user's search process, from the initial query to the final conversion. The search funnel consists of four phases: awareness, interest, desire, and action. Each phase has different goals, challenges, and opportunities for optimization. For example, in the awareness phase, you want to attract users who are looking for general information or solutions to their problems. You can use keywords that match their intent, create informative and engaging content, and use meta tags and snippets to increase your visibility and click-through rate. In the action phase, you want to persuade users who are ready to make a decision or a purchase. You can use calls to action, landing pages, testimonials, and incentives to increase your conversion rate and revenue.

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Kirk Deis

The Digital Doc 🥼 | Demand Generation | Growth Marketing | Paid Media | SEO | Analytics | GTM AI Disruptor 🚀
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The search funnel can be amplified by integrating the PAIN (Problem, Agitation, Implication, Need-payoff)framework. 1. Problem Phase (Awareness): Users recognize a problem. Identify their issues, use relevant keywords, and empathize in your content. 2. Agitation Phase (Interest): Users seek intensified understanding. Address pain points, use examples, and statistics to amplify their concerns. 3. Implication Phase (Desire): Users weigh problem-solving. Show positive impacts, share success stories, and highlight benefits. 4. Need-payoff Phase (Action): Users are ready to act. Provide clear calls to action, solutions, and immediate benefits.

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Lisa Shepherd

Spreading Kindness in Biscuit Form. Providing You with the Perfect Gift for any Occasion.
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Choose your route to market depending on your offering, the competition, and the popularity of your offering. Example: We sell a niche product (personalised and branded biscuits). Google (organic and paid) works a treat for us. There is enough search volume for us to rank for certain keywords, but not enough competition to make these efforts futile. We recently launched a brand new service (live biscuit printing for events). It's a thing in the US, but nobody in the UK has ever heard of it. There are no keywords, no search volume, no competition. So we decided to start a funnel on a social media platform to follow the traditional funnel of awareness, interest, desire, and action. Choose the right channel for your situation!

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2 The information seeking model

The information seeking model is a theory that explains how users search for information based on their cognitive and emotional states. The information seeking model suggests that users go through three modes of searching: exploratory, focused, and opportunistic. Each mode has different characteristics, behaviors, and needs. For example, in the exploratory mode, users are curious and open-minded, looking for a broad range of information and sources. You can use content formats that provide overviews, comparisons, or recommendations, such as guides, lists, or reviews. In the opportunistic mode, users are selective and goal-oriented, looking for specific information and solutions. You can use content formats that provide answers, details, or instructions, such as FAQs, case studies, or tutorials.

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Lisa Shepherd

Spreading Kindness in Biscuit Form. Providing You with the Perfect Gift for any Occasion.
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Update your blog and make it work for you! You won't draw in prospects with a product page. Regardless of how pretty it is! All these different types of content that will draw in prospects will sit on your blog. Comparison posts (exploratory mode of searching): blog content. Case studies (opportunistic mode of searching): blog content. Once you know what draws people in, you can create a category and have it sit more prominently on your homepage. Everything starts with your blog though. Don't neglect it!

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3 The satisfaction and loyalty model

The satisfaction and loyalty model is a framework that measures how users evaluate their search experience and how it affects their future behavior. The satisfaction and loyalty model proposes that users have two types of expectations: predictive and normative. Predictive expectations are based on what users think will happen, while normative expectations are based on what users think should happen. The gap between expectations and reality determines the level of satisfaction or dissatisfaction. Satisfaction or dissatisfaction then influences the level of loyalty or disloyalty. Loyalty or disloyalty affects the likelihood of repeat visits, referrals, or feedback. For example, if users have high predictive and normative expectations, and your website meets or exceeds them, they will be satisfied and loyal. You can use analytics tools, surveys, or reviews to monitor and improve your user satisfaction and loyalty.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kirk Deis

The Digital Doc 🥼 | Demand Generation | Growth Marketing | Paid Media | SEO | Analytics | GTM AI Disruptor 🚀
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Optimize search engine behavior with A/B Testing. Experiment with different approaches based on user behavior theories. This allows you to compare the effectiveness of different strategies and make data-driven decisions.

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What are the best ways to apply search engine user behavior theories and models?

1

2

3

4

1 The search funnel

2 The information seeking model

3 The satisfaction and loyalty model

4 Here’s what else to consider

Search Engines

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What are the best ways to apply search engine user behavior theories and models?

1

2

3

4

1 The search funnel

2 The information seeking model

3 The satisfaction and loyalty model

4 Here’s what else to consider

Search Engines

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