Consumer Awareness – The lack of the branded searches in a market segment
indicates low consumer awareness for that market's products and services.
Contrasting Behavior Models –
Each keyword phrase has a unique history of consumer behavior associated with it. For example, the phrases Search Engine
Optimization and SEO do not have the same category footprint. For example, search volumes for most of the categories
are vastly different, and the keyword phrases in these categories are also different. The two SBMs are complementary, but
there are significant data differences.
Related Models – If you are in a business where synonyms are used to
search for your products and services, you will find depending upon which phrase you start with, they will have a different
behavior model. In this lawyer versus law firm model you can see how this works.
Location-Based – If there are large numbers of location-based searches in your data
set, you should pay attention to whether customers are using cities or states to modify search queries. Usually, one will
dominate. The ratio of location-based searches to the total search volume will provide a good indicator of how much time and
effort you should invest in your local SEO strategy.
Compound Queries – Many categories are populated with compound queries.
For example, the query Antique Car Insurance Boston is actually asking two questions. They are looking for a Type
in a Location. These two questions should be reflected in website copy. Also, compound queries can be classified
to two separate behavior categories.
Complementary Categories – Certain categories can be very complementary, and
can be combined to produce logical landing pages with very focused content as in this behavior model in the medical field.
Sub-Categories – There are always two or three categories that have
many sub-categories with very focused consumer intent. These provide a development opportunity to construct custom landing
pages or micro-sites that mirror this intent. The Type category is often a great source of this opportunity.
Value-Quality Trade Offs
– There is always an interesting dynamic between value-based searches and quality-based searches. This relationship
differs from model to model. It’s worth knowing which behavior a consumer values most.
Trending – A search behavior
model reflects past consumer behavior over a one-year period. It's a good indicator, but it does not necessarily reflect shifting
consumer attitudes in the future. The model should be revisited every six months to look at the volume trends in each category,
or to see if a new category of behavior has emerged.