Inside the mind of a searcher

In order to succeed with a search engine optimisation (SEO) campaign, website owners and businesses need to get inside the mind of the searcher, one industry expert has claimed.

Peter D, in a post for SEO Book, said keyword strategies could be better targeted by identifying the intent of a user when they searched for that keyword.

He added that there were three types of searches; navigational - when the searcher wanted to find a specific site - informational - a search for specific information - and transactional - such as looking to buy a product.

"Keep in mind that transactional doesn't just mean e-commerce. It can relate to any desired action, such as a sign-up to a newsletter, or a request for more information," he noted.

Mr D said that eye-tracking studies may also prove useful to businesses in determining their users' intent, as would finding out where they were searching from.

Search Engine Land's Duane Forrester recently stated that SEO was "valuable" and "worth investing in".

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