| How To Catch Your Buyers Early In The Game |
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There is a tendency for potential buyers to become increasingly more specific with every successive search. This trend is known as the Search Continuum. It is important to know that the highest volume of searches happens at the beginning of the continuum. It is equally important to recognize that such searchers who are less informed about the subject of their search are less likely to buy. Once you know this and are willing to act on the knowledge, the only way your business can go is up.
In a previous article I explained how the How to Double Your Business system can help you decipher the minuscule, yet crucial, differences between search words such as "cockatiel" and "cockatiels". You may well wonder how such differences matter, or whether they can actually help you prosper in your online business. To understand the full impact that knowing a keyword searcher's mind can have on your business, let's analyze the typical behavior of somebody looking for information on the Internet. Assuming that searchers are looking for information on a relatively new topic (to them), they are more likely to type in general words, as compared to somebody who already has some prior information on the subject searched for. This second kind of person is likely to use more specific search terms, or keywords. For instance, the same person might key in search words such as "cockatiel" and "cockatiels", but he or she is likely to do it at different points of time. If he or she is a newbie searcher, for information about the bird, you can expect the keyword typed in to be "cockatiel". But the same person, after gathering some basic information on the subject, is likely to change his or her keyword to "cockatiels". Such a person is likely to think he or she needs to find a place where cockatiels are sold, and key in something like "cockatiel shop", or more specifically, "cockatiel shops in Houston". Or he or she might want information on stopping a pet cockatiel from screaming or biting, and might type in, "cockatiel training". This tendency to become increasingly more specific in subsequent searches is known as the Search Continuum. It is important to know that the highest volume of searches happens at the beginning of the continuum. It is equally important to recognize that such searchers who are less informed about the subject of their search are less likely to buy. Thus, it stands to reason that the more general keywords that occur at the beginning of the continuum are available in greater quantity at a lower price than the specific keywords at the end of the continuum. These cost more and convert more easily into sales. Internet marketers opt for the specific keywords at the end of the spectrum even if they are more costly Thus, there's a preference for a competitive environment with a higher acquisition cost. If you know what a keyword searcher is thinking you can actually target searchers at the beginning of the search continuum. This gives you a dual benefit as the keywords cost less while you get more buyers. You also get to educate the customers in terms of information which may induce them to buy. Best of all, your competitors remain unaware of those whom you're selling to. |