Bretts Marketing Bytes

A search engine’s goal is to provide searchers with results that are relevant to their queries. Therefore a crucial element to building an SEO strategy is to understand your audience. Once you know how your target market searches for your products, service or resource, you will have a much better chance of reaching those users.

A search engine is built on intent and is much different than entering a URL, picking a link on your home page, or choosing a bookmark from your browser.

In order to understand this you must know the three different types of queries.

Navigational Queries

Navigational queries are performed with the intent of going to a specific website. Often times users will enter in a company name into the search box.  These searches can be good because they are your brand in most cases. They usually result in higher conversions because people know you brand and what they are looking for. However, the overall value of a navigational query is low.

Example: Next Financial Group

10% of searches are navigational.*

Informational Queries

Information queries involve a large range of queries. Example: how to make chocolate covered pretzels, directions, latest news, or simple research on a product. Usually Informational queries are not transactional but can be if someone decides to purchase after doing initial research. The overall value for an informational search is medium.

Example: recipe for almond butter crunch

80% of searches are informational.*

Transactional Queries

A transactional query is not just a credit card purchase, It can result in someone signing up for a free trial, email newsletter or even finding the best CPA in Toronto.  These types of queries have the most value because they result in a transaction.

Example: Buy chocolate covered popcorn online

*10% of searches are transactional.

It is very difficult to determine a searchers intent but the closer you get the better your seo results will be. Good luck!

*All research provided by Pennsylvania State University & Queensland University of Technology.