Relevance is one of the most important notions.
Search results should be relevant to the search query.
Relevance is not an abstract notion. Somebody should decide whether the results are relevant to the query. But who? Obviously the user themselves.
But a lot of questions are too laconic: one word or two words. They don’t convey much sense.
This means that the intention of the user is often implicit rather than explicit.
Let’s scrutinise the search query “pizza”. What did the user imply? To buy a pizza. To cook a pizza? What if different authors imply different meaning?
Or another example: search query “queen”. Is it a rock group? The queen of the UK? A beauty queen?
Rule: search queries are almost always not explicit.
Search engines are now try to be personalised. They track each person individually. How do they decide which person is which? By browsers (Google Chrome belongs to Google), by operating systems (like Android), users may have already registered at Gmail or something. Search engines are interested in your customer profile: what is your age, are your hobbies, what you buy.
Search engines try to analyze previous search queries by this user. If a user have searched for Freddie Mercury, then the search results for them will be about that rock group.
But for a specialist in internet marketing it is vitally important to eliminate the influence of their own personality.
For this purpose we can:
- Open a new incognito window of a browser.
- Use some special software or online service to analyze the top results for a query.