Tech buyers use more complex search

KnowledgeStorm Inc., a resource for search technology and information, and MarketingSherpa, a publisher of marketing research, found that marketers' practices align with technology buyers' expectations and preferences when it comes to content distribution.

The study, "Issue Two: Content Distribution - Where Information Intersects With Demand," looked at how technology buyers search for content and how marketers deliver that content to them.

More than 3,000 business and IT professionals and business-to-business technology marketers participated in the surveys. They represented a variety of job titles, vertical industries and company sizes.

The results of this study give marketers insight into strategic ways they should approach search engine optimization, search engine marketing, registration for content and content distribution.

Following are other key findings.

-Technology buyers use more complex search terms.

-56 percent use three or more words in their search phrases.

-19 percent use search operators such as "and" and "or" as part of their search phrase.

-Technology buyers go deeper into the search results, as much as five pages deep.

-11 percent of buyers don not go beyond the first page of results.