PPC Blog by Gordon Choi

Director of Retail Category of Yahoo! Search Marketing, Diane Rinaldo, provided some good examples to both SEO and PPC experts that they must bear in mind about the importance of search behaviors.

• In the auto industry, the majority of auto purchasers see search as the first place for information. Search helps auto purchasers to narrow the available options.
• It is more complicated in apparel as offline buyers use search for more than one reason. Apparel buyers use search to find a store, compare prices, find specialty items, and keep up-to-date on styles. For teen apparel buyers, search is used to effectively learn about brands.
• In VoIP services, many consumers use search for general learning about VoIP and brand differentiation.

To sum up, both SEO and PPC experts should always try to understand consumer intent in their sectors. In some sectors searchers mainly use search as a tool for research, while in other sectors searchers are ready for purchase.

Posted in: Ecommerce, PPC, Research, SEO, Usability, Yahoo