Performing Consumer Research-Oriented Organic Search

People research online before they purchase a product or service - that is a given. Are you paying attention to the information needs of your potential customers and product owners? It is critical for brands to understand the length of time it takes for someone to make the purchase decision. When they convert to product owners, it's just as important to have critical information be easy to find. Online research is not always a linear path, so it's important to take these things into consideration as they build their websites.

After this session you will be able to:

• Understand some of the online research habits of shoppers as they research a purchase, and apply this insight to your SEO content-related tactics
• Understand the differences in paths to conversion for lower-priced consumer goods versus higher-priced durable goods and how to measure SEO success for both types of products
• Develop a working model of topical keyword research so that your website content efforts will be human-centered and data-driven for maximum effect