Search Intents: About Transactional, Informational And Navigational Traffic
Google’s definition of search intents
Google distinguishes between three main types of search intents: Transactional search queries are those that are directly related to the purchase of a product/service. Since users are already further along in the purchase decision, this category is the most interesting for advertisers in terms of the immediate conversion potential per visitor.
Navigational search queries, on the other hand, relate a product/service to a geography, i.e. they want to find out where to buy the latest sneakers in Hamburg, for example. But also the search for a URL or a software download are considered navigational.
Finally, informational search queries describe a search around a product/topic area, so there is a need for explanation for the searcher.
80% of search queries on Google are informational
According to a study by Penn State’s College of Information Sciences and Technology in the USA, only around 10% each fall into the “transactional” and “navigational” categories. The lion’s share, a full 80% of all search queries, fall under the informational category.
Considering the focus of most advertisers, this high figure comes as quite a surprise. So while in the transactional sector in particular a user is more likely to convert because he is already further along in the sales funnel, in the informational sector you can reach a much wider audience and ultimately ensure more favorable conversions.
So why do advertisers, with few exceptions, always jump into this do or die market?
The diversity of the informative sector as the crucial point
The reason is relatively simple: depending on the subject area, the informative sector is so huge that it is impossible to cover all the search queries with the appropriate individual content. The landing pages become a bottleneck here, since their relevance must be given at all times, even in this query diversity.
Generic landing pages for specific search queries only burn your money at this point.
lyftyfy creates a custom landing page for any keyword at in the blink of an eye
This problem is now solved by lyftyfy, waking up the sleeping giant called informational sector. With our tool you can develop your own custom content sections for every single keyword. These can be text blocks, but also images or other custom code. On every landing page where this keyword is included – alone or in combination with other keywords – lyftyfy now projects the customized content in a fully automated way.
Although based on the same template, each landing page can look completely unique and handmade. If you do not have individual content available for some keywords or cannot create it due to time constraints, you can either define standard content or simply hide the individualized section for the affected keywords.
Are you curious? Request a free demo right now
Lyftyfy opens a door to the informational search world that has never existed before. Create your own perfectly tailored thematic worlds for every type of user today. It’s as exciting as it sounds. If you are interested, we would be happy to present our tool to you in more detail – perhaps even with a concrete case study that is relevant to you.