Understanding the "need behind the query" can provide a significant advantage to search marketers. You use this knowledge to deliver the best possible content to searchers at the very time they need it.
This chapter covered the various types of searchers and how they approach their queries. You learned how they view search engine results and how they decide which result to click, all of which is summarized in Table 4-4. You also learned how Web visitors follow a behavior model that describes what they do on your siteand whether they complete that action.
In Part 1 of this book, you have learned the basics of Web searchwhat it is, how it works, and what you can do about it. You have also learned that the searcher drives everything you do as a search marketer. In Part 2 of this book, the focus changes to examine your site's goals and how to measure success. No matter what your organization does, your Web site has a specialized purpose, and search marketing must support that purpose. The next chapter shows how to isolate the exact mission of your site before you embark on any search marketing effort.