A research study from Penn State
revealed that roughly 80 percent of searches are "informational"
(looking for a specific fact or topic), 10 percent are "navigational" (looking
to locate a specific website) and the remainder of searches are "transactional"
(looking for information related to purchasing a particular product or service).
The researchers analyzed more than 1.5 million queries from hundreds of
thousands of search engine users. "This research has broad implications for
search engines and e-commerce if they can classify the user intent of queries in
real time. This is why we wanted a computational undemanding algorithm," said
So what's the takeaway for Web professionals?
I've long been a proponent of a four step "communication" process that focuses
on raising awareness, educating consumers, building trust and making the sale.
The paper (Determining the informational, navigational and transactional
intent of Web queries" presented by Jansen and Penn State work well with
this approach and it lasers in on how we as business owners should be focusing
our promotional efforts - fostering consumer reviews, engaging in SEO and
SEM for branding and producing content which informs and educates prospects.