Search Engine Optimization is often misunderstood for being just a technical area of marketing. On the contrary, it is as much psychological as technical – it’s all about how the consumer behaves online. As a demand-driven medium, search engines enable consumers to look for whatever is in their mind. Generally, searches are categorized as informational searches or buying/purchasing searches.
From a business point-of-view, both kinds of searches are important for the marketer because research is an integral part of the customer journey and that is exactly where you brand should be present. At every step of the SEO funnel, brands should strive to become a part of the customer journey so the chances of consideration increase before the final purchase.
Moreover, it is also important to understand the types of keywords namely – short tail, medium tail and long tail. Shorter the keyword, broader the search area while longer the keyword, more specific the search result. A traditional customer journey usually starts from short to long however, a customer may have researched offline and start his online customer journey through a long tail keyword. Check out the video for some deep insights.