Today, I want to gain insights into the inner world of billions of search engine users around the world, and share a more comprehensive understanding of their search intent and motivation, which will help you optimize your website for search engines . This pseudo-psychological perspective can help us gain perspectives on target positioning, click-through rates, advertising services and even relative value.
First, we need to realize that search engines are a tool, a resource driven by intent. The "Search" box is fundamentally different from visiting IHT.com or Reddit.com or moz.com from your favorites ; searching is significantly different from clicking on StumbleUpon from the toolbar or visiting your favorite blog; users want to find...what. "Something" is my breakdown below:
Navigation query
The purpose of navigation search is to browse specific websites directly. In some cases, the user may not know the exact URL, and the search engine acts as a "white page", delivering (hopefully) the correct location.
Information query
Information search involves a lot of queries, from finding local weather to getting maps and directions, to finding Sergey Brin’s bride or seeing how long the journey to Mars really takes. The common point here is that search is essentially non-commercial and non-transactional in nature; the information itself is the target, and it does not require any interaction other than clicking and reading.
Commercial survey query
Commercial research searches cross the line between pure research and commercial intent. For example, looking for potential partners in Albuquerque for your new t-shirt, determining which companies make laptop bags for sale in the UK, or researching the best digital camera brands for the product you are about to buy, these are all qualified. They are not direct transactions and may never result in the exchange of goods, services or money, but they are not pure information either.
Transactional query
Transactional searches do not necessarily involve credit cards or wire transfers. Sign up for the Cook Illustrated free trial account, created a Gmail account, paid a parking ticket in San Francisco (afterwards I received a ticket on the way out of town) or found the best local Mexican food, dinner tonight is all a matter性Query.
From the above breakdown, we can make some judgments about the nature and value of the traffic driven by these different searches. Each one provides opportunities, but not all have the same quality or target return on investment.
Navigation query:
- Opportunity-pull the searcher away from the destination; get assistance or survey traffic
- Average-generally lower
Information query:
- Opportunity – Brand searchers have a positive impression of your website, information, company, etc.; attract inbound links; attract the attention of journalists/researchers; may be converted to registration or purchase
- Average-Moderate
Commercial survey query:
- Opportunity-convert to membership/register; influence purchase decision; collect emails; obtain user feedback/participation
- Average-high
Transaction query:
- Opportunity-closing a deal (financial or other)
- Average-very high
When you are building a keyword research chart for customers or your own website, it can be incredibly valuable to determine the intent of each of your main keywords. E.g:
| the term | Inquire | intention | Dollar value |
| Beijing Airport | nine hundred and eighty | navigation | low |
| Hotels in Xi'an | two thousand six hundred and forty-four | Commercial Investigation | medium |
| China Seven-Day Tour Package | one hundred and twenty-seven | Trans | high |
| Sichuan jellyfish recipe | fifty-three | information | low |
This type of analysis helps determine where to place ads and where to focus content and links.
I hope this trip into the minds of searchers can help you focus on the best places and carefully consider how to provide services for different types of searchers according to their personal intentions, which will help everyone to better the website content and links the SEO optimization.