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Summary

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 site—and whether they complete that action.


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