How Searchers Find The Perfect Family Restaurant Part 2
Last month I took a look at consumer search behavior for restaurants. This was a high-level analysis, and I mentioned in closing that I would contrast those findings to a model that has consumers searching for a particular type of restaurant—in this case family restaurants. Since this is essentially part two of the analysis, you may want to review How Consumers Search For A Perfect Meal. To quickly summarize the previous analysis, the restaurant search behavior model looked like this:
In comparison, the following model is the family restaurant hierarchy of categories displayed more or less in descending order by search volume with brand having the most traffic and games having the least.
Family Group Vs. Restaurant Group
To simplify this analysis I will refer to last months’ analysis as the “restaurant group” and this month’s analysis will be referred to as the “family group,” or “family.” When you compare the family and restaurant taxonomy you find they both have eleven distinct high-level categories of search behavior, with about 70% of the categories in common. When you contrast individual categories you find that the traffic can differ dramatically as in the case of brand. When you review the tables below you can see that searching by brand is very important to family searches, whereas this is less so in the restaurant group–by a ten to one margin (12.7M vs. 1.2M searches). The same is true for searches for a type of restaurant.
Comparing the two taxonomies head-to-head, we find that consumers in the family category are much more focused in the questions that they ask. People are executing far fewer of those vague informational searches found in the restaurant category by a fifty to one margin (1.3M vs. 66.6M searches).
To read the rest of this analysis please go to Search Engine Land.
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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 websites performance by:
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