How Consumers Search For a Perfect Meal Part 1
ET by Mark Sprague
How do consumers find the perfect restaurant? Word of mouth plays a role, but there are other elements at play. How important is your brand? Is value more important than quality? What role does content play in this quest? Here I take a look at the term “restaurant” to show what consumers value when searching for a good place to eat.
In this data set there are eleven distinct high-level categories of behavior. The categories are sorted by volume (the first number reflects the number of keyword phrases in that group).
- 22 Informational – 65,650,450 searches
- 308 Location based – 13,577,700 searches
- 76 Type of restaurant – 4,261,540 searches
- 51 Quality of restaurant – 1,835,520 searches
- 36 Restaurant business – 1,299,270 searches
- 150 Restaurant by brand – 1,236,530 searches
- 81 Request for content – 850,020 searches
- 42 Value (cost reduction) – 500,660 searches
- 12 Industry events – 376,600 searches
- 4 Restaurant directory – 218,000 searches
- 1 Software tools – 2,400 searches
When you examine these categories you are struck by the specificity of intent here. Generally, there are large numbers of vague informational keyword phrases being used. In this case, there are just 22 of them, but they account for 65M searches a month. The second important item to note are the top three themes that dominate restaurant search behavior: location, quality and type. From an information architecture perspective these three concepts, which represent almost 30 percent of consumer traffic, should be infused into website copy. The probability that a consumer will construct a [quality] [location] [type] query is very high.
Several of these high-level categories have sub-categories that provide useful information about consumer intent. This expands the unique categories to twenty seven. There are, for example, three categories of behavior for content, and five categories for the Type of restaurant.
Restaurant Search Behavior Model
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To find out more please continue on to Search Engine Land for the full article. If you would like to find out more about advanced keyword research give me a call now at: 781-862-3126
About Lexington eBusiness Consulting
Mark Sprague’s 25 years of product development experience which includes expertise in Search Engines, Information Products, SEO platforms and Social Networking applications provide in-depth expertise to help you refine products and services, and improve your web sites performance by:
- Developing a superior data-driven SEO strategy for your website.
- Understanding your customers’ search behavior and normalizing it to your content strategy.
- Understanding how search engine technology practically impacts SEO and content strategies.
- Understanding how search technology impacts content in a social networking environment.
- Developing a superior user experience based on sound information architecture, usability and coding standards.
Lexington eBusiness Consulting
Mark Sprague, CEO
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Lexington, MA 02420