searcherswork - How Searchers Work Understanding how...

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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 4-1 How Searchers Work Understanding how searchers work is essential to creating compelling content and ads We will discuss Visitor behavior The searcher's intent The searcher's click The searcher's follow-through
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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 4-2 Visitor Behavior Visitors may have different goals than you! Understanding “buyer behavior” or “voter behavior” is important, and not a new idea Buyer in early stage -> “primary demand” Wants to know if there is a solution to some problem Later, buyer exhibits “selective demand” Wants a particular brand or product to solve problem How to present candidate to attract most votes? Voter behavior might favor the front-runner or root for the underdog Medical sites need to understand patient behavior
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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 4-3 The Searcher's Intent What does the searcher really want? Andrei Broder (now at Yahoo!) gives three categories of searchers: Navigational searchers Want to find a particular (perhaps known) site Informational searchers Answer questions, learn about a subject Transactional searchers Want to do something
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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 4-4 Navigational Searchers Want to find a specific web site Might have visited in past Might have been told about it Might just assume it exists (name of company)
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This note was uploaded on 08/06/2008 for the course CSE 197 taught by Professor Hectormunoz-avila during the Fall '07 term at Lehigh University .

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searcherswork - How Searchers Work Understanding how...

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