Yahoo Searcher Behavior

Director of Retail Category of Yahoo Search Marketing, Diane Rinaldo, provided good examples that indicate the importance of search behaviors to SEO strategists / SEO optimizers and PPC marketing specialists.

  • 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 (e.g. Skype’s Skypefind), many consumers use search for general learning about VoIP and brand differentiation.

SEO and PPC experts should always understand consumer intent / searcher behavior in their sectors. In some sectors searchers mainly use search as a tool for research, while in other sectors searchers are ready for purchase.

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