When people are online they may have up to four different mindsets. As marketers it is up to us to determine which mindset they might be in when they reach our web site and setup a messaging system that can best reach the buyers particular mindset.

When people are online they are doing one of four functions. One they are browsing pages, wasting time, looking for entertainment or something to pass the time.

Secondly, they may be doing research, for work or for school, they may have a problem that they are concerned about and want more information.

Thirdly, they may be checking their e-mail and seeing what kind of questions they can answer or what kind of problems they have solutions for.

And fourth, they are in a buyers mood, they are online looking for something to buy. Maybe a gift or something they can purchase for themselves.

If we are selling a product or service online we are looking for those people who are in the fourth mindset. People who are in a buyers mood and are looking to fill a need. The way to find these buyers is in the long tail of search.

What does the Long tail is search mean? Let’s say somebody was looking for a new collar for their dog. So they might start by typing in “dog collar”. Well that will bring up several million pages with the word dog collar. So the person might think a little more about what type of dog collar they are looking for.

In the next entry they might type in “red dog collar” this may narrow their search down to 100,000 pages. At that point they click on one of the links on the first page of the results and from there they narrow down their search.

So the Long tail keyword phrase in this case would be “red dog collar”. So even though there’s less searches for “red dog collar” you will make more sales, because you have targeted your audience better. Likewise, you could optimize for all the modifiers related to “dog collar”. Therefore increasing your opportunity to attract buyers to your website.

Now once you established all the modifiers related to your particular keyword term, PPC ad or do as Seo work to increase your traffic to your particular website or offer.

You can use a tracking software such as Google analytics. To see which keywords get the most amount of clicks and convert into the most sales. Once you have that data, you can focus on those keywords that make you the most amount of sales.

So In review, understanding the mindset of a customer helps you set up more relevant keywords ( long tail) which convert into more sales.