The Art of SEO, 2nd Edition

Understanding Search Engine Traffic and Visitor Intent

As we discussed in The Mission of Search Engines, searchers enter many different types of queries. These are typically classified into three major categories:

Navigational query

This is a query with the intent to arrive at a specific website or page (e.g., the person types in your company name, Acme Device Co.).

Informational query

This is a search performed to receive an answer to a broad or direct question with no specific source in mind (e.g., Celtics game score).

Transactional query

A person who types in digital camera may be looking to buy one now, but it is more likely that she is researching digital cameras. This is an example of an initial transactional query, which can evolve in stages. For example, here are some other types of transactional queries that occur at a later stage in the buying cycle:

• The user types in buy digital camera. Although there is no information in the query about which one she wants to buy, the intent still seems quite clear.

• The searcher types in canon powershot G10. The chances are very high that this user is looking to buy that particular camera.

The geographic location of the searcher can also be very valuable information. For example, you may want to show something different to a searcher in Seattle, WA, than to a searcher in Boston, MA.

Part of an SEO plan is to understand how the various relevant types of searches relate to the content and architecture of your website.