Finding your Sweet Spot with Query Research

Updated March 17, 2015

Doc Sheldon

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Like snowflakes and fingerprints, every website and every search query is different. Two people sitting alongside each other can see different SERPs with the same query. Optimization techniques that are spectacularly effective for one business’s site may accomplish nothing for another. Just as it always has, this makes it imperative to build each site’s optimization strategy according to its specific characteristics.

Factors to be considered include such things as market niche, business model, geographic location, prevalent query types, market demographics, language and cultural aspects and competition, among others. Once these individual factors are taken into consideration, a plan can be built to overcome weaknesses and amplify strengths. Then you simply monitor results and adjust your campaign as necessary.

Of course, we know less today than ever before about precisely what Google’s algorithms take into consideration and how each factor is weighted when ranking pages in the search results. Still, even without precise data, we can pretty well determine how different techniques affect ranking, if we analyze the data carefully.

By digging into not just traffic data, but behavior, demographic and temporal data, we can fine tune our content and promotions to take best advantage of our targeting capability. That’s the best way to determine what users are looking for… and provide precisely that.

Query research provides granular data which allows you to tailor your content to better fit your users’ needs, which in turn, can help drop bounce rate and boost your site’s conversion rate.

If you’d like to hear more about how our query research can benefit your optimization strategy, you can read more here.

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Doc Sheldon

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