May 30th, 2010 by Nick

When creating content for our web pages, we all know how important it is to tailor the keywords and phrases to both the search engines and the human user. Although search engines do have guidelines, some of which are constantly changing, their methods of displaying results are not too difficult for a good SEO company to understand. Basically, as long as you keep on top of your search ranking and monitor it carefully, then becoming popular within the search engine results pages (SERPs) can be achieved.

Human users on the other hand are a little more unpredictable. Perhaps there are specific search trends that people conduct, but this differs from person to person. With this in mind, how can one website reach all the people searching in their industry, if they are searching for different things?

The only way to ensure your site shows up in as many searches as possible is firstly to be realistic. You are never, ever going to reach every single person out there, so forget that idea instantly. Instead, focus on your target audience and producing relevant content and it should come together. Luckily for us, Google has taken into consideration a few additional factors to cover off other eventualities of searching, and by looking at a few crucial user search behaviour patterns we can make our site appealing to as many as possible, with the help of Google.

You may have heard this being referred to as ‘personalised searching’ from a Google perspective. This can really help get your site displayed within the top pages if you tailor your SEO keywords to the specific search. For example, Google will recognise product preferences over item or industry names, so for example, if a user constantly searches for Take That merchandise and that is what you sell, then include the word ‘merchandise’ within your key phrases. This means that once Google gets to know the user, sites selling Take That tickets will not be displayed towards the top as Google knows they want merchandise.

The intent of the user’s search is also taken into consideration. For example, two people may search for designer handbags. One of the searchers is interested in the design aspect and all they do is find suitable designs, download the image and use it for their personal use. They never actually purchase any or look at the product details. The second user however, is simply looking for a brand new handbag to buy and, Google again will pick up on this, so ensure that your product pages and your checkout pages contain different tags and links to make them more applicable in personalised searching.

Lastly, there are people who are enticed by exciting search engine optimisation content such as videos, podcasts and music downloads. Adding other ‘engagement objects’ as they are sometimes called, into your web pages can really make them stand out and rank higher. Of course, your pages will be displayed in the videos and images pages also, however if people are searching for multiple items plus standard content, they are more likely to stick to the standard search engine page.

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