Pavan Lee

SES San Jose: Search Behavior Update

The famous eye tracking heat maps are just the start of understanding search behavior. What about what happens before they get to your site? Or while they are on your site? Search behavior is something a site needs to understand to get more users to their site.

Search Behavior Update Panel

Here are a few of the thoughts shared:

John Marshall

  • It’s hard to get good search behavior update unless you have access to a search engine or HitsLinks.
  • Lots of people look at the keywords area in analytics. This shows a narrow view of activity.
  • We should be using site search data from your website to get visiter intent. This is very valuable.
  • Often times, free data like this is often ignored and it shouldn’t be.

Session: Searcher Behavior Research Update SES 2007

The core message of the Searcher Behavior Research Update at this year’s SES was that there are missed search marketing opportunities as traditional marketers fail to take into account the exponential growth of online marketing.

Each study presented valuable data and insight into how search engines can help reach your targeted audience.

For example, Pavan Lee of Microsoft described how marketers of the “soccer mom” segment may miss considerable opportunities by utilizing only traditional marketing. Lee presented a study indicating, that of their sample of “soccer moms”:

  • 90% Use search engines at least 2 times a day
  • 60% Possess an education past high school
  • One -third make a total house hold income of $100,000 or more
  • 57% Use search engines to make a purchase offline