Each
of these categories requires a slightly different form of
SEO.Informational searches account for approximately 80% of all
searches, with the remaining 20% being divided equally between
navigational and transactional searches.Around 70% of Internet users
employ a search engine to help them navigate to the required web
resource, and all of the major search engines try to determine the
intent of the search being carried out by analysing the search query
and matching it with previous search behaviour.
SEO for Informational Searches
An
informational search, as the name suggests, is carried out by a user
who is seeking information on a specific topic or fact, and this
covers quite a broad spectrum of searchers.Initially, the searcher
will be seeking as much information as possible on a given subject
with the purpose of professional
seo services
gaining knowledge. He will rely on the search engine to serve up as
much relevant information as possible.Optimising for keywords or
phrases that are not just mainstream is important. Experimenting with
a variety of niche and brand-related keywords will eventually produce
the best results.
SEO for Navigational Searches
A
navigational search is generally carried out by a user who is trying
to locate the URL for
a particular website. Assuming the search engine has done a good job
in the SERPs, these are usually the fastest searches because, once
the user has seen the link they are looking for, there is no need for
them to search further.
Sometimes
a navigational search is carried out to find an individual web page,
perhaps one that the user has seen before but does not know
the URL for,
or simply because it is easier to enter part of the URL into
a search box than to enter it accurately in the address bar.
To
improve for navigational SEO, label pages individually, and in
accordance with their exact content, including the title tag, heading
and meta description.
SEO for Transactional Searches
A
transactional searcher is seeking information with a specific outcome
in mind, such as purchasing a product or service. Transactional
searchers have most likely completed all of their research, so they
are ready to make a buying decision.
This
type of searcher is the most important of all to optimise for. They
will be more willing to look through several search results than
another type of user – and they want to buy, not learn.
The
ideal way to optimise for transactional searches is to use persuasive
language, highlight deals, include strong calls to action and
optimise for the most relevant keywords.
Conclusion
Not
all searchers are equal, and the types of search conducted may well
overlap.Clearly, it is important to engage and encourage all types of
search traffic to your website.If you fail to optimise for all three
types of searcher, you could be missing out on valuable traffic and
conversions.
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