Identifying Search Types for SEO
When starting a new SEO campaign, a certain amount of research is always required on the part of the practitioner including keyword, demographic, and technical SEO auditing and so on. Most SEOs will start with keyword research but how many will take the time to identify what type of searches you should be targeting?
Most internet searches fall comfortably into the following categories, each with a different traffic value -
1. Navigational Search Engine Queries – These tend to be performed by users looking for a specific URL or website address. One can leverage traffic by pulling the searcher away from the original website or destination.
2. Informational Search Engine Queries – Informational searches are massive in scope and tend to be things like map directions, celebrity gossip, local issues, brand research – the list is endless. There are massive opportunities here with respect to getting sign-ups and conversions.
3. Transactional Search Engine Queries – This is high value traffic. Transactional queries tend to be performed when specifically looking to purchase a product or service, or sign up for a newsletter or free trial etc.
Understanding which types of search criteria apply to your customer base is often overlooked. This analysis should be performed right at the start of any Search Engine Optimisation campaign.