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The phrase occupying the minds of the web marketeers right now is "user intent." If you do a search for "team building events," what do you actually want? Are you researching the market? Do you need an event in the next few weeks? Do you simply want some ideas for teambuilding games?
If you had the answer to this question you may want to serve up very different information to that customer, as in each case you are in a very different stage in the buying cycle. Marketing people refer to this process leading up to a sale:
Attention >> Interest >> Desire >> Action
At each step of the way, the messages you give to customers are very different.
So how does the web marketeer predict "user intent?" In our above example of a search for "team building events", we do not have much to go on, unless we had been tracking user behaviour on our site with cookies, in which case we could push different messages to returning visitors, or visitors that have visited specific pages in the past.
What if you do not use cookies? Variations of the phrase "team building events" give us an idea about user intent, and so targeting more specific phrases with different messages on our site allow us to predict user intent, and serve appropriate content.
Someone searching for "team building games" probably wants some exercises to run themselves. By offering free printable hand outs of exercises they can use complete with your company branding, you raise your profile to a new potential customer. A search for "team building shropshire" is likely indicate someone closer to purchasing, as they are looking at specific areas for their event. Server them information about your events in that area, with a promotional offer to create desire to act. |
