A recently released research study by About.com and Latitude identifies three distinct mindsets in search and offers insight into how marketers can offer ads and align them with content that better appeals to each mindset. Three Mindsets of Search examines 59 variables in search behavior and also revealed that the meaning of “expertise” in the eyes of searchers is evolving.
Understanding the 3 Mindsets of Search
A person using a search engine to find information is in one of three mindsets: Answer Me, Educate Me, or Inspire Me. Understanding the motivation behind their search helps marketers deliver ads and content that meet the needs of the individual.
Answer Me people account for 46 percent of all searches. They want to find exactly what they’re looking for, with no fluff or additional information, and they want it now. The search may not be of an urgent nature; for example, they may be trying to remember the name of a movie or the location of a restaurant they plan on visiting later. This type of search is most common in the entertainment or health & beauty industries.
Expertise in the person or page answering the question is less important for the Answer Me searcher. Appeal to Answer Me people by:
- Keeping product or service benefits front and center in ads.
- Aligning ads with content that answers the question quickly and succinctly.
Educate Me people account for 26 percent of searchers and are open to a greater volume of content and links to other resources. People in this mindset will continue clicking and reading until they feel they’ve learned everything they need to know about the topic. The search might span a number of sites, until their curiosity is satiated. This is how people often search for information on finance topics or health issues.