The 'Human Being' Behind A Keyword Phrase
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What Do They Really Want? The 'Human Being' Behind A Keyword Phrase
The path a consumer takes to find your website giving you the opportunity to obtain a new customer or client has changed rapidly over the past few years. Along with the explosive growth of the use of mobile devices; the internet is constantly evolving and for online marketers the competition level will continue to be high.

The good news is that this is a level playing field and working with the foundation of good, original, and well-written informative content with a focus on not just a keyword phrase; but the human being, the person that is actually using this keyword phrase and what they really want. can give you an edge over your competition
Understand What The Searcher Wants Specific to a Keyword Phrase
Matching content with the search phrase entered by a prospective client is key/crucial? The idea is to give them what they want. This can be a game of sorts, as the searcher will normally go through several search terms re-defining the search term through the simple process of trial and error to get what they want.

The principle being stated here is to know what someone using a particular keyword phrase really wants and to 'Deliver' that 'Want' when they click to your webpage.

Here is a quick outline of the three categories most SEO strategies are using to define the search intent of the user:

-   Those that basically know what they want and where they want to go. They are not usually classified as buyers, but more at the point when they are looking for more detailed information.
-   People that are looking for specific information on something be it a 'How To' or, more importantly for interent markers; they have a situation or problem and are 'Seeking a Solution.'
-   The person who is already a 'Buying Customer. This is a person that has made the decision on what they want regarding a product or service and are looking to make that purchase now.
The 'Information Searcher' Versus the 'Buying Customer'
Back in 2016, Google wanted to get a better result for the user and their paid ads customers. They changed the layout of a lot of SERP's from two or three ads at the top of the page with the sidebar display of other five to ten pay-per-clicks ads to a layout with the sidebar ads removed and only three, or maybe four, paid display ads at the tops of the page. 

The theory behind this is that these keyword phrases represented a 'Buying Customer.' Other research in many different disciplines has shown that the more choices you give someone the more confused they get and the more likely they are to just give up and not buy at all.

This is very important with regards to understanding a keyword phrase that is more likely to be someone buying versus a keyword phrase that represents someone who is looking for information. For the buying keyword phrase you would want to land them on a sales page; for the information seeker you want to give them relevant and good written content that is the exact information they are looking for.
Being the First to 'Ride the Wave' of the Latest Trend or Fade with Social Media Buzz
One particular aspect that every business has to market research. Constant market research is necessary to really understand what people are looking for, what they really want to find and, most importantly, how they are looking for it.

There might be some celebrity that did something that created a new trend or a fad pops up, maybe a viral video, that you can tie into your product or service. If you can understand how to use the keywords related to whatever this 'Latest and Greatest Social Media Buzz.' is; you can really capitalize on this opportunity by quickly creating webpages based on these 'Fad Keywords.' This will not only enable you to gain new customers, but this also will allow you to position yourself against the competition and blocking them out. In simple terms; you're already there and established leaving no room for them.

Whoever gets there first has a tremendous advantage and while these fads and trends come and go; being the first to 'Ride the Wave' can be extremely profitable