Chapter 11
Relevancy Rules for Google (and for You, Too)
Why do you Google?
Because you're looking for something, right?
Ah, but it's not that simple, is it?
Why are you looking for something?
Because you're researching a project at work?
Bored?
Maybe trying to figure out where to eat dinner tonight?
There are three main reasons we search—information, entertainment, and commerce. We're either looking for something to know, do, or buy.
Of course, there's a fourth reason that accounts for countless search queries each month—navigation. Did you mistake the search box for the address bar? Trust a search engine to get you there faster than a browser? Don't worry, you're not alone—the most popular searches each month are “Facebook,” “craigslist,” “YouTube,” “MySpace,” and, yep, “Google.”
Regardless of why people search, there's one common theme—decision making.
Whether you're looking for something to know, do, or buy, or a quick way to navigate the Web, you're making a decision. Where can I find accurate information about geothermal energy? Is there a video, preferably featuring a cat, that will keep me entertained for the next five minutes? Is there a restaurant within walking distance where I can buy a hamburger? What's the fastest way to get to Facebook.com?
In each case, you're faced with a decision, and today the most popular way to make that decision—assuming you have access to a computer or cell phone—is to Google it. In fact, according to comScore, 65 to 70 percent ...
