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Real Life Search Study A Week In The Life
CCORDING TO A PEW INTERNET when and why he searched. At this
& American Life Project point, you're probably saying,
survey, 45 percent of what is the reasoning behind this
Internet users--about 60 million otherwise meaningless
Americans--say that the Web information? Why do I care what
helped them make big decisions or some random person searched for
deal with major episodes in their last week? The answer is actually
lives in the previous two years. plain and simple. I wanted to
The survey also found that only 5 find out if, for a regular
percent said the information they person, search was top of mind
found was misleading. when presented with a problem or
challenge of some sort.
The obvious implication here is Ultimately the goal was to
that people are searching to find determine if he thinks to use
critical information. And search for even the most basic of
remarkably, their satisfaction is questions.
very high. Recently I conducted a
highly informal study, tracking a He was asked to log his searches
colleague's search habits for one on a simple spreadsheet. The log
week, to confirm or refute what included: summary of
the survey is telling us. To problem/challenge, keyword,
protect his privacy and pride, search engine used, time of day,
I'll refer to him as "Subject what machine (desktop/laptop/PDA)
20-Something." It's important to and top line results of his
note that he does not work in the experience. Lastly, Subject
search industry, and would be 20-Something was asked to apply a
considered a moderate search user rating to the overall experience
who owns a connected PDA. (A, B, C, D or F). Plusses and
minuses were also accepted.
For this study, I tracked what,
Summary of some the searches Homer Simpson--conversation about
conducted: an old episode with a colleague
at work prompted this tag-team
Tom Cruise--found search query. The duo attempted
TomCruiseIsNuts.com. Was to find a clip of Homer singing
searching because "Tom just gets "Oh Margie, you came and you
on my nerves." Search was brought me a turkey." Again,
conducted at home late at night obviously not very busy at work.
(opens up many other questions Result: found video clip
that we will not address in this immediately. Rating = A+
article). Result: very pleased
with TomCruiseIsNuts.com. Taxes--used Yahoo search on his
Overall, good experience. Rating Treo to find to find closest post
= B+ office open at 10 p.m. on April
17 to accept late tax filings.
Honeymoon--looked up hot spots in While able to think on his feet
Costa Rica. Started with a in a pressing situation regarding
specific area in the country; Uncle Sam, it seems Subject
found results less than 20-Something not only slacks at
satisfying. Refined his search to work, but is also a
a specific hotel and found procrastinator. Rating = A- (his
several mentions on message comment: "traffic patterns for
boards from people who had stayed post office would have helped!")
there previously. Conducted at
work (busy Subject 20-Something, Housingmaps.com--Subject
huh?). Result: excellent. Ended 20-Something was searching to
up booking the hotel based on find out the asking price of a
other people's comments. Rating = house in his neighborhood.
B Searched for a specific address
and the keyword "home for sale"
and reached Housingmaps.com after Result, above average. Rating =
sifting through "lots" of B+ (turns out one of the
different results pages. Site was co-workers now is vice president
great but difficult to find. at a direct competitor of
Rating = C+ ("real estate 20-Something's company, likely
listings seem to have way too making double his salary).
much spam.")
Study Results Summary: Clearly
Free music--don't tell Tommy search has now reached into the
Mottola, but Subject 20-Something fabric of everyday life in terms
still looks and finds free music of usefulness (at least for this
that is not available through 20-something subject). With the
commercial channels. Searched for advent of mobile connectivity
Foo Fighters' "Times Like These" users can search whenever,
acoustic and scored on the first wherever.
try. Various versions were
available, in addition to the one None of this is blockbuster news
20-Something chose. Result: to the search community, but what
excellent. Rating = A+ (nothing is news is that search is now
beats the ability to "rock" for used in many different ways
free). beyond our industry. It provides
instant gratification and can
Old flames--"no, not former high piggyback on other
school sweethearts," claimed media/influencers. Sure, there
20-Something. In fact he was are certain verticals that result
researching former co-workers. By in more relevant listings than
searching by exact name match he others (his travel queries were
was able to track down two former deemed completely useless until
9-to-5ers that he had lost he changed his search to find
contact with for several years. message boards) and there are
obvious advantages to those with the same time make sure it's not
constant access to the Internet. near an ex-girlfriend. It's
beyond saving a few bucks on a
But this gives a glimpse into song and getting taxes in on
what is quickly becoming a time. It is about remembering
phenomenon. It's beyond just the that the tools are there to
ability to find info on a use--and taking the steps to use
bungalow in Costa Rica and a clip them. In that respect, it looks
of Homer Simpson singing. It's like the Pew Study got it right.
beyond the ability to find a
house from an aerial view, and at
About the Author:
Jason Weidner writes about SEO, SEM and search engine optimization.
Read more articles by: Jason Weidner
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