If it’s a holiday or birthday and you want to buy a gift online, the way you search is different than when it’s not a special holiday or special occasion. If you’re not ready to buy and you’re browsing, you’re using search terms that show your intent: to gather information. Or, if you need that gift right away because it needs to be shipped and get here before the event, you’re using specific search terms in this case that show that intent: find it and pay.
When it comes to search terms used in search engines, not all searches are created equal, because not all searches have the same intent. When you enter search terms to perform a search, there is a different psychology of searching. This research psychology can be divided into several general types of intention. The different stages of intention usually follow a progression. Let’s use a story to illustrate a typical progression of a person’s search intent:
A person might say or think:
“I like the new Mustang that’s available now, it looks amazing. I’ve seen a few on the road. I’ve always liked those Mustangs! I’m going to go online and look at Mustangs and all the sports cars out there.”
(Comment 1: This part of the story is “Hey I like that! or “I think I might want that”. A typical search term would be quite general and could be “sports cars” or “retro cars”)
“Well, the other day I saw that a neighbor had just bought home a new Mustang. I wonder what he has to say about that? I wonder what dealer sells those cars…”
(Comment 2: This person is gradually trying to get more general information. A kind of “discovery” stage. A typical search might be “sports car dealers” or “fast cars”).
Man, I talked to that neighbor the other day, he said his Mustang was awesome. He told me about the horsepower, the color options, the gear ratios. He started it up and it sounded amazing. I have to know more!”
(Comment 3: Our friend is getting more specific, now this person is likely to look for features, on different types of Mustangs, and if he or she is brave, they might take a first look to find a retail price. At this stage, these can be some searches: “Mustang Features” or “Specs for Ford Mustang”).
“Well I found out online that there are at least 3 different types of Mustangs. I wonder which would be the best. And where to get the best price?”
(Comment 4: Comparison of features and comparison shopping. This person is likely to do searches like this: “Ford Mustang Reviews” or “Best Features for Ford Mustang”).
“That’s it. I’ve been waiting and I’m not getting any younger. I’m going online to find the one I want for the price I want to spend!”
(Comment 5: This person has decided to buy. Now, they just need to find the place. Types of searches at this stage would be “blue Mustang GT best prices” or “Mustang GT special prices”).
I hope you enjoyed that story. Here are the different quest phases of that story, condensed to see the phases more clearly.
- Hey, I like it! Or, I think I want X.
- Where did you get it?
- What are the features?
- Which ones are the best?
- What is the price range?
To put a final summary, that story represents the types of search that people do. It usually goes from broad to specific as your intent or interest develops. And, if the person is ready to buy, the search terms can get very, very specific. Here it is more generally described: 4 search levels:
1. Broad information, information gathering and discovery.
2. Research: more specific search, what are the features, what are the accessories
3. Comparison: Which is the best option, the most reliable, etc.
4. Buy: money is out, purchase of products/services
And that’s the article on “Psychology of Search Terms.”