Although many online marketers spend time focusing on keywords, Chitika‘s CEO Venkat Kolluri says that search behavior research could actually do more to improve online marketing efforts than keywords could do. He believes so strongly in the research that he calls it “a much more powerful targeting opportunity.”

As he explains to WebProNews, there are two types of searchers: the average searcher and the technologically savvy searcher. Since the technologically savvy searchers are harder to sell to, Kolluri says marketers have to educate and convince them on the sale.

Average users, on the other hand, are easier to reach since their needs are more obvious. Kolluri says they practically have a label written across their forehead stating what they want. He goes on to say that marketers can find these needs easily by looking at the strength of their query.

In addition, marketers should notice if the searchers use Google or Bing as well as Firefox or Internet Explorer. According to Kolluri, the more technologically savvy searchers use Google and Firefox while the more consumer-oriented searchers use Bing and Internet Explorer.

Since finding the demographics on searchers is difficult, Kolluri introduces a new idea that helps understand searchers. He suggests looking at technographics. This information provides insight into consumer preferences and allows marketers to customize for the different types of visitors they have. If marketers apply this research, Kolluri says they will become smarter.