Understanding searcher behavior

To best optimize your website, it is critical to understand how users interact with search engines. As you have probably already seen from your analytics, people type in phrases in ways that make little sense. Searchers are selective in their viewing of search engine result pages (SERPs) and often refine their search rather than browse to page two of the SERPs. Users spend increasingly smaller amounts of time on each page browsing results. Often times users refine their searches prior to moving through the SERPs. Therefore it is critical to be in a top spot, and make your description be a point of differentiation rather then a string of incoherent text.