Search motives - keyword analysis by Craig Hordlow
by: craigPosted on:

Craig’s Ten Motives of Search

I began this list in 2006 (as Chief Search Strategist at Red Bricks Media), and presented it at numerous conferences (such as the 2009 O’Reilly Web 2.0). I also presented this at two Adobe MAX’s, Pubcon, Search Engine Strategies, among others.

This list has morphed over the last 14 years. The list is useful because it helps signify readiness to buy, and where in the sales funnel the searcher may be.

  1. Product/service
    1. “Google Chromecast HDMI display adapter”
    2. “Running sneakers”
  2. Decision making – guidance
    1. Reviews (might indicate “consideration” stage of sales funnel)
      1. Expert (e.g. Consumer Reports)
      2. Consumer (e.g. Amazon reviews)
      3. Reputation (background checks)
        1. Business
        2. Personal
    2. Comparison, quality, value
      1. “Nike vs. Adidas”
      2. Rank – “best”, “top”
      3. Price / value
        1. “Cheap Nike Jordan sneakers”
        2. “Wireless Chromecast HDMI display adapter” (price comparison)
    3. Alternatives
      1. “Free” (versions of paid products, as in open-source)
      2. Unhappy with brand – researching competition
      3. Consideration stage (sales/marketing funnel)
  3. Adjective qualifier
    1. “White running sneakers”
    2. “Tiny speakers”
  4. Intended Use
    1. For family, dogs, children, businesses, etc
    2. Outdoor / indoor
    3. Special occasions (alcoholic beverages love these queries)
  5. Definition / Information
    1. “Who is James Durante?”
    2. “Serendipitous”
  6. Brand
    1. “Gucci shoes”
  7. Location
    1. Geo
      1. Named location (e.g. “Los Angeles Recording Studios”
      2. “Near me” queries (which are POPULAR)
        1. “Auto transport companies near me”
      3. No location specified – defaults to local / Google My Business results
    2. Navigation (help finding a website, contact info, etc.)
      1. “Dell customer support phone number”
      2. YouTube
  8. Action request (readiness to buy!)
    1. “Download Ubuntu desktop installer”
    2. “Buy comedy tickets Laugh Factory Chicago Friday night”
  9. Instruction
    1. “How to fix car flat tire”
  10. Problem
    1. “Shoes for wide feet”
    2. Husband doesn’t talk to me anymore

Can you think of other categories that should be on here? Leave it in the comments, this is a growing list!

I haven’t yet addressed verticals (image, video, news).