KEYWORD PLANNING: 6 Main Ways People Communicate With Search Engines [77]

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77. Keyword Planning: The 6 Main Ways People Communicate With Search Engines

6 BUYER PSYCHES:

  1. Problem Base
  2. Explicit/Direct
  3. Symptom Based - Problem
  4. Symptom Based - Cause
  5. Direct/ Educated (brand name, product parts) 
  6. Awareness Stage / Uninformed 
6 TYPES OF QUERIES:
  1. Answer to a question
  2. The question itself
  3. Description of a problem
  4. Description of a cause
  5. Brand name / Product pats
  6. Informational Queries

Understanding the different methods use to express what they are looking for. 

  • Solution to a problem or frustration
  • Answer to a question

People communicate with search engines using words. 

Type of Query meaning Type of Search Term





POPPIN
Example: 
- Jessica has a high paying corporate job where she sits all day and is having major back problems. 

  • Explicit Direct - Goes beyond just office chair. Way more out on the periphery that could be different things, and we determine if its a search term that will be good for Poppin. 
    • Doctor - Might find that search term than office chairs w lumbar support. How people perceive their probl
  • "My back hurts at work" - You'd send someone to the page w educational content about why this would work. Maybe there's reviews, case studies, medical benefits. 
  • Description of the Cause - Symptom based. They understand why they have this problem.
    • My back hurts at work  - we have no idea if this person even thinks their back pain can be helped by a chair. Unless we have extremely good educational content maybe. But if they search:
      • my back pain hurts because I'm sitting all day long there's a much greater likelihood bc they're expressing a description of the cause. 
      • my back hurts because I have a skoleosis curve 
      • my back hurts because I need to strengthen my core
        • These are two different perceptions of the problem so you need to keep that in mind. 
  • Brand Name / Product Parts
    • These are direct / educated buy psyches
      • Model number of a chair 
        • Ex: Sunglasses company that has tons of popular brands. The most successful campaigns are when people are searching for brand names but also part numbers.
        • Ex: OEM automobile parts - 60-70% of the conversions are coming from people searching for specific car / make / model / part names. 
  • Isaac Says
    • 80% of your account is going to be Informational Queries 











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