When you’re out cruising around Google, searching for answers, products, or inspiration, as you type in your keywords or phrases, Google morphs into your trusted advisor, sifting through endless pages online to find those hidden gems that perfectly match your queries.
These queries typically fall into three categories:
- Informational searches
- Brand-specific searches
- Searches with high purchase intent
This is what we refer to as Organic Search. It’s a crucial aspect of marketing science for brand growth.
Broadly, these searches can be divided into two main categories: buyer search terms and informational search terms.
Buyer search refers to the process in which potential customers actively search for information, products, or services related to their needs or desires. These searches are typically conducted with the intention of making a purchase decision. The individuals performing buyer searches are actively seeking solutions, product recommendations, comparisons, or reviews to guide their purchasing choices. They are in the later stages of the buyer’s journey and are looking for specific information that will help them make an informed decision.
On the other hand, informational search revolves around seeking general information or answers to problems without the direct intention of making a purchase. Individuals engaging in informational searches may be in the early stages of the buyer’s journey, conducting research and gathering information before considering specific products or services.
By catering to both types of searches through targeted and informative content, businesses can increase their visibility, engage potential customers, and ultimately drive sales.
To target buyer search terms, we craft content that provides detailed information about your products or services, addresses common questions or concerns, and highlights the unique value propositions that make your brand stand out. It’s like waving a shiny flag that says, “Hey, look over here! We’ve got the answers you’re looking for, and our stuff is pretty awesome, too.”
On the other hand, to target informational search terms, you’ll need to create educational and informative content that establishes your expertise in the industry. It’s like being the wise sage who provides valuable insights, tips, and resources to those seeking knowledge.
By building trust and credibility among potential customers who are in the early stages of their research, you position your brand as a reliable and trustworthy source of information. And when the time comes for them to make a purchase decision, they’ll remember your brand and be more likely to choose you over your competitors.