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  4. Das Suchverhalten von Nutzern im Internet

Das Suchverhalten von Nutzern im Internet

Besonders für Werbetreibende im Bereich des Online Marketings stellt sich häufig die Frage, auf welchen Seiten man seine Werbung bzw. Inhalte schalten soll, um die anvisierte Zielgruppe auch möglichst effektiv zu erreichen. Dabei kann es in Bezug auf die Reichweite mitunter eine erhebliche Rolle spielen, ob man bei seiner Werbung auf eine Suchmaschine setzt, oder eher auf eine Anzeige bei einem sozialen Netzwerk.

Es lohnt sich im Vorfeld genau hinzuschauen, wie sich der Traffic in Bezug auf den jeweiligen Inhalt verteilt. Die am häufigsten genutzten Seiten von Nutzern, die im Netz nach Inhalten suchen sind unangefochten Google und Facebook. Doch gibt es hier in Bezug auf das Nutzerverhalten bei Suchanfragen teils gravierende Unterschiede, die es zu beachten gilt.

Es hat sich gezeigt, dass die vom Nutzer für eine Suchanfrage bevorzugte Seite stark von der Thematik des gesuchten Inhaltes abhängt. So gibt es z.B. einen erheblichen Unterschied zwischen der Nutzung von Google und Facebook, was etwa die Häufigkeit der Suchanfragen bei Inhalten betrifft, die sich z.B. der Rubrik „Lifestyle" zuordnen lassen. Hierzu zählen etwa Themen aus den Bereichen Hobby und Freizeit wie etwa Kochen, Reisen oder lokale Veranstaltungen.

Anders verhält es sich dagegen bei Suchanfragen zu Inhalten aus dem Bereich Technologie oder Jobangeboten. In diesen Fällen hat Google klar die Nase vorn. Gleiches gilt auch für Anfragen, welche sich auf Forschungsergebnisse oder Inhalte aus den Bereichen Business und Finanzen beziehen.

Insgesamt lässt sich feststellen, dass Anfragen in Bezug auf eher komplexe bzw. als „seriös" einzustufende Sachverhalte und Themen deutlich häufiger auf einer Suchmaschine gestellt werden. Bei eher „leichten" Themengebieten werden dagegen klar soziale Netzwerke wie Facebook vom überwiegenden Teil der Nutzer favorisiert.

Wenn ein Produkt oder Service im Netz beworben werden soll, ist es als Marketingentscheider demnach von zentraler Bedeutung sich des unterschiedlichen Suchverhaltens der Nutzer bewusst zu sein. Nur so kann man sicher sein, dass die anvisierte Zielgruppe auch effektiv erreicht wird. Somit kann die eigene Werbung dann auch passgenau geschaltet werden.

 

 

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