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When Search Meets Web Usability by Shari Thurow, Nick Musica

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CHAPTER 5 TRANSACTIONAL SEARCHES—WHAT CAN I DO?

With a transactional query, a searcher’s main goal is to perform some sort of activity beyond merely reading. Sometimes the activity occurs online, such as downloading software, watching a video, or playing an online game. And sometimes the activity ultimately will occur offline, such as purchasing bedroom furniture or going to the dentist. Approximately 10 to 24 percent of web queries are transactional.

Transactional queries are important to website owners and search engine optimization professionals because they both hope to capture searchers at a critical point in the buying process: right when they are ready to buy and provide personal information (such as name, address, phone number, email ...

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