Search & the Emotional Response to Information Seeking

Learn How to Get Ahead with Voice Search Optimization “Hey Google, How many voice search results come from Featured Snippets?” The answer: About 80%. If it’s not your site, it’s your competitors. Learn more about voice search optimization and how to gain this visibility now at Learn More→ What if search engines delivered information for you sorted by your emotional state? Can a search result be influenced by situational awareness? If we create personalized search results and promote purposeful, targeted information in social media outlets, how do digital marketers adapt to emotional responses from people as they browse and choose? The future for information seeking is already being explored in the fields of neuro-information science and biometrics. The Searcher Journey If you were to watch search engine keywords and phrases entered from around the world all day long, you would not only go crazy from boredom, but you also would not get a clear insight into the people searching for answers . You would not have the slightest clue about why they asked their question or chose their words, but perhaps you have access to data about where they are, the computer device and browser they used, and their operating system. What additional types of information are helpful to know for your webpage design? Are there additional metrics useful for marketing and writing content? Where are your user personas in their search journey? Back in March, Jason Hennessey wrote about search journeys in “Google’s Shift from Answers to Journeys: What Does It Mean for SEO?” “Search Journeys looks at context – and uses that knowledge to show users content that is most relevant to where they are at in their journey rather than simply giving them an answer to a question.” This “where they are in their journey” will help with understanding the future of search. To improve wayfinding, we can deep dive into human behavior and consider emotions, environment, and state of mind as natural connections to user interface design and information architecture design. The layer of searcher behavior we are more familiar with is measured in tasks, actions, and physical data. Google, for example, delivers answers based on where we have been and our previous search history and presents what it concludes we will look for next. This may work for people who are the sole user of their computer devices. What about families that share one computer? If you work from home, your search history may be a combination of work and home life. There are many reasons search habits may change. The first thing people do when they are in an emergency situation or have received bad news about a health diagnosis is to get help. Our expectation when we are upset or frightened is to quickly find accurate information when we turn to the web. Researchers are looking at how our moods and emotional responses to information we see online is used to write content intended to assist us and manipulate opinion. Trust, […]

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