If you are looking to rank well in the search engine results for certain chosen keywords it is very important to understand how optimizing your web assets for those words fufills the needs of both the searcher and the search engine. With a little planning and analysis, you will be able to construct tailored content and conduct targeted optimization for your web site. The result will be higher rankings in the search engine and more targeted visitors to your website.
3 Main Search Types
Nearly all types of internet searches being conducted today fit into one of the following three categories:
1) Transactional – Transactional searchers are looking to get some specific. Active buyers, video seekers, and those looking for tools, widgets and games are all transactional searchers.
“Buy Affordable Linux Hosting”
“Download new Jimmy Buffet song”
2) Informational – Informational searchers are simply searching for information. Perhaps they need a definition, background information, a product review, a recipe, a formula, or any other how to instructions.
“How to choose web hosting”
“I need to tie a tie”
“Content management system reviews”
3) Navigational – A navigational browser is searching for an official website, person, or company.
When conducting keyword research, ask yourself which of the three above categories the keyword falls in.
How to Use Internet Search Types When Marketing
After you have completed this exercise, you will want to make sure that your web content is tailored to the needs of the various search types.
If you’re not ranking high (top 3) for your existing navigational keywords it will be difficult to rank well for transactional and informational searches. Thus, each of your navigational keywords should be strongly featured in your homepage and the title tags of your top level pages. If this still doesn’t get you in the top position for your navigational keywords – you will need to work with an online marketing firm, like Wakefly to make that happen.
If you’re trying to educate your audience about a product or service – you need comprehensive, complete, authoritative information on your site. The more detailed the better. The more frequently updated the better. Google will see the informational value in this service and return you high in the search results.
If you’re a re-seller, partner or affiliate trying to sell a product or service – you have your work cut out for you when trying to attract transactional searchers to your site. Google will always, without exception in the search results give preference to the to original manufacturer or supplier. Thus, your best chance to rank high will be to attempt to have the most comprehensive, informative pages possible – pages that are stacked with original information, reviews and content. The search engines will savor every character, sentence and paragraph of original content and you will be rewarded with higher rankings. Your transaction words should appear regularly throughout the body content, the headers and title tags.
Thus, you should see a pattern forming. The quickest, most sure-fire way to the top of results is to publish the best possible content in your industry and ensure that it is well optimized, properly deployed and well linked to. The latter is best accomplished by working with an agency or consultant that you trust.