Many online businesses are not aware that there are three different types of searches being conducted each and every day. Search engine user’s fall into one of these three categories: transactional, informational and navigational. It is important as a business to realize the difference between these three before you start optimizing and marketing yourself online.
A navigational search is usually very broad in the sense that it is usually related to a brand. Someone doing a navigational search is looking for a specific person or company name in order to see what comes for that particular brand or if they are looking for a specific brands website. This is where online branding is very important. Each website brand should have at least the first page of a search result dominated with links pointing or writing about their specific brand. You never want to have just one or two links or none at all for your business name. An informational search is usually engulfed with numerous blogs and content sites that strictly provide information. Content marketing is very competitive so this type of result is usually very difficult to rank for unless there are some very specific keywords or phrases that you can target. The third type of search is a transactional type of search where a visitor is looking to make a transaction of some sort. Usually for a purchase whether it is a product or a service related. This is where most websites will fall under. An interesting piece of information to note is that transactional searches usually will take a visitor well down the results page and often times it will carry that person across many different pages if it is a very competitive industry they are shopping in. With informational searches that visitor rarely makes it onto the second page of a search result.
It is important to cater towards these types of searches. If you sell a product on your website and a potential customer sees your website in the search result the very first thing they will read is your meta tag. You have exactly a few seconds to catch their attention and convince them that your link is the one they should be clicking on. It is important that you really take your time and find a marketing message that not only gets your website coming up in search results but will also entice someone search to visit your website. This is the dilemma many businesses have because there is a thin line between writing for search engines and writing for humans. You always want to write your content and all other aspects of your on site optimization for humans first and search engines second but you want to make it a close second.