Search process can be split to four stages:

1. Formatting search phrase
2. Performing the search for search phrase
3. Validating search engine results
4. Reformatting search if necessary.

SEO and SEM have one target: to achieve good rankings for specific key phrases in specific search engines. Although there's nothing wrong with this approach, it is relatively narrow. When you start considering how people make up their mind which key phrases and result(s) to choose, you'll begin to ask questions like:

• How users choose and format the search phrases
• How users choose a specific result on the page
• How to improve ROI

Formatting search phrase is most critical and difficult phase when performing the search. First the user must come up with appropriate search words and then format a good search phrase. Many usability tests show that this is the hardest part for regular users. One of the most common reason for giving up, is that users don't know the what terms to use or how they are called in the web.

Unlike machines (like search engines), human memory works with associations. Humans don't need to know exact details to perform operations well. However, for computers and computer applications like search engines this is critical. A good example of this is search word order. For human ”man and child” and ”child and man” bring up pretty similar image, for computer application the result is totally different. This is one of the issues search engine algorithms try to handle: make search term order as transparent and natural as possible.

One problem for search queries is that human memory is content specific. Human remembers specific terms only in conjunction with specific issues. If the term comes up in another relation, the association is not created. Computer however compares single words and it has no such limitations (or benefits). For this reason we humans are very poor at coming up with synonyms and innovative search phrase reformatting.

The more detailed the search, the better results search engines can give. Shorter search phrases on the other hand bring up more associations, and it is more than likely that the number of irrelevant results increases. A bit over 40 percentages of search engine queries are single-word search phrases. It's been a clear trend that users are slowly learning to write more specific searches, but the process in relatively slow. And every generation needs to learn from the start.

One of most interesting studies is that the length of search boxes is related to length of search phrase. This is most likely the reason why almost all search engines have introduced new layouts with longer search boxes.

Performing the search

Performing the search is at the same the biggest mystery, but also the most transparent action. Basically hitting the go-button is all that is required to perform the search. More complexly, it is a bridge between user (searcher) and application (search engine).

Operations happening behind the scenes (database queries, algorithms) are the cause of search engine design. Search engine design dictates how various ranking factors are valued and more importantly, why are they valued that why. And when we understand that, we can get a pretty clear image how algorithms work.

Validating results

Validating results is relatively easy for most users, since it's a natural response a set of stimulations. The response can be activated by a single word, sentence, colour, phrase etc. factor. A large part of successful SEO / SEM is offering users the right kind of stimulation. When they see a certain page title or sentence, they automatically know they have found what they were looking for. Getting to page one is of no use, unless you get noticed.

A somewhat classic psychological division of how people make choices is :

• The intensity of stimulation for example brightness of light, loudness of sound etc.
• The importance issue

Take for example search term PHP hosting. If you are on the move with some serious hosting needs, key phrases like 99,9% uptime and 24/7 support are more likely to catch your eye than phrase affordable budget hosting. And of course the factors go vice versa, if you want something cheap words like affordable and budget are pure candy to you.

Intensity of stimulation in search results combines of multiple factors. One of the most important aspects is the fact that users look specific information from specific positions on screen. If the data does not match to what they are looking, they don't never even notice the issue. This leads to presenting information to people. Getting the information on the right spot on the screen and offering them the right words.

A good example of this is Google results page:

• Only 10 first results are shown initially. Only 4 or 5 first results are shown without scrolling down the page. This puts additional visibility to first results on pages.

• Titles are the dominant factor when viewing results. They are represented in a bit larger font with bright blue colour. This puts them clearly on the map.

• Page extracts show sentences that are thought to be relevant to search. Search terms are bolded in extracts to put additional stimulation to correct words. These extracts help user to form expectations by which he/she makes the choice.

If the user is not satisfied with results, he either gives up or reformats the search phrase. This is something many do very poorly and usually end up changing word order instead of trying synonyms or adding new targeting search phrases. It seems that for regular user observing the issue from another perspective is extremely difficult.