As business owners or marketers, it’s easy to assume that we know exactly how potential customers search for our products or services. We often think we know the exact phrases or words that people type into Google, but more often than not, we’re wrong. Search behaviour can be surprisingly unpredictable, influenced by a variety of factors such as location, trends, and even how familiar users are with certain terminologies.
Here’s why we often miss the mark when predicting search terms—and how understanding real search behaviour can help your business improve its SEO strategy and reach more customers.
People Use Simpler, Everyday Language
One of the most common mistakes businesses make is assuming that customers search using technical terms or industry-specific jargon. In reality, most people type in simple, everyday phrases that describe their problems or needs. For example, a plumbing business might think people are searching for “hydro-jetting services,” but in fact, customers may simply type “how to unclog a drain.”
Customers often use layman’s terms because they’re not familiar with industry jargon. If your website only focuses on technical keywords, you might be missing out on potential customers who are using far simpler terms to find solutions. Conducting thorough keyword research can help identify the actual words and phrases your audience is using, not the ones you assume they are.
Search Intent Varies Greatly
Another reason why we’re often wrong about search terms is that we don’t always account for search intent—the reason behind someone’s search query. People search for different things even when they’re looking for the same service. Some may be looking for general information, while others are ready to make a purchase or book a service.
For instance, if you own a landscaping business, you might think people search for “landscaping services in [city].” While that may be true for some, others may be searching for “how to maintain my garden” or “best lawn care tips.” Understanding these different types of search intent (informational, navigational, and transactional) can help you create content that targets people at every stage of the buying process.
Location-Specific Searches
Many businesses think their customers are using broad, general terms, but location-based searches are far more common. For local businesses, users are likely to add location-specific keywords, such as “garage door repair near me” or “best coffee shop in Calgary.” Google reports that “near me” searches have grown exponentially in recent years, meaning people are increasingly searching for solutions close to home.
Failing to account for local search behaviour is a common oversight. Incorporating local SEO strategies into your website, such as optimizing your Google Business Profile and using local keywords, can help you capture these valuable local searches.
The Rise of Voice Search
Voice search is another area where assumptions about search terms can lead businesses astray. With the increasing popularity of voice assistants like Siri, Alexa, and Google Assistant, more people are speaking their search queries rather than typing them. This shift has changed the way people phrase their searches. When speaking, users tend to ask full questions, like “What’s the best pizza place near me?” rather than typing a keyword phrase like “best pizza place.”
Businesses that only optimize for traditional, short keywords may miss out on traffic from voice search users. To stay competitive, it’s important to consider long-tail keywords and question-based search terms in your SEO strategy.
Search Behaviour is Constantly Evolving
Search trends and user behaviour change over time. What people searched for a year ago may not be the same as today. Google’s algorithms are also continuously evolving to better understand user intent and provide more relevant results. This means that predicting search terms based on outdated trends or intuition alone can result in missed opportunities.
It’s crucial to stay on top of changing search trends by regularly updating your keyword strategy. Use tools like Google Trends or Google Analytics to track which search terms are driving traffic to your website, and adjust your SEO efforts accordingly.
Misconceptions About Keyword Length
Many businesses believe that shorter, one-word keywords will bring in the most traffic. However, long-tail keywords (phrases with three or more words) are often more valuable because they represent specific search queries with clearer intent. For example, instead of just searching “plumbing,” a user might search for “emergency plumbing services in Calgary.” Long-tail keywords often convert better because they reflect a more precise search intent.
If your SEO strategy focuses only on short, competitive keywords, you may miss out on these more targeted search queries. Expanding your keyword research to include long-tail variations can help attract more qualified leads.
How to Avoid Assumptions and Use Real Data to Drive Your SEO
To truly understand how your customers search, it’s essential to let data guide your SEO strategy. Here’s how you can do it:
- Keyword Research: Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find out which terms your potential customers are actually searching for. These tools provide valuable data on keyword search volume, competition, and related phrases that can help you refine your strategy.
- Analyze Search Queries: Monitor your Google Search Console to see which search terms are driving traffic to your site. This can help you identify new keywords you may not have considered before.
- Create a Mix of Content: Cater to all types of search intents by creating a variety of content—informational blog posts, product or service pages, and location-based content—that appeals to users at different stages of their buying journey.
- Stay Flexible: Search behaviour changes over time, so your SEO strategy needs to be flexible. Regularly update your keyword research and be open to adjusting your content to reflect new trends or emerging terms.
Conclusion
While it’s tempting to rely on gut feelings about how people search for your business, real-world search behaviour is often more complex and varied. By conducting data-driven keyword research and focusing on user intent, your business can optimize for the search terms that matter most. At Reputation Digital Marketing, we specialize in helping businesses identify the right keywords and strategies to get found online. Contact us today to learn how we can help boost your SEO and connect you with more potential customers.