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products when the SEO is done well. The customers are “pulled” in to the webpage with good SEO and the true interest from the customer’s part. It is important to notice that the customers will not suddenly appear to the webpage with just any keywords and with just any kind of SEO. The old marketing knowledge comes to use in here regarding segmenting and targeting. According to Enge et al. in the book “Art of SEO; Mastering Search Engine Optimization” understanding the psychology of the target audience is one of the most important issues when it comes to building an online marketing strategy (2009, 2). It is certainly a different story to attract youngsters to the webpage than retired people. First of all, the way the search is conducted and the keywords these two groups use might differ from each other greatly. Below I will explain the different kinds of searches to give some image of how people search in general. Enge et al. have divided the searches that users conduct into three categories (2009, 6). The first category is navigational query, with which is meant the search of a certain webpage. Enge et al. have described this as the kind of search where the user is looking for certain company or brand but may not be sure about the URL. So the user types the name or what he or she remembers of the name to search query. PICTURE 10. Navigational query as illustrated by Enge et al. in “Art of SEO; Mastering Search Engine Optimization” (2009, 6). 46PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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