In the process of website optimization It is essential that we understand how effectively and with what intention the user carries out a search and thus plan the content we offer to them.
We can classify research types basically into 3 types:
Navigational Search
The User uses the search engine as a bridge to access a website or company that he already knows, for example, when I type “TAM Site”, “Tam airline”, I use the search engine to access a company that I already know.
Informative Research
90% of Google searches are for obtaining information, clarifying doubts, almost always it is a search to clarify a doubt that I have about a subject.
Transactional Research
These are searches that demonstrate a clear intention to purchase, whether for e-commerce products or complex sales. These are the searches that have the greatest economic value and that most appreciate a direct conversion response.
Understanding search intent will help you plan and deliver optimized content for your user.
One of the fundamental aspects for analyzing search intent is the number of words he types in a search, the width of the search helps us to have a broad view of how the user searches and thus how to offer valuable content to him.
| Words | Percentage of Searches |
| 1 | 25.8% |
| 2 | 22.8% |
| 3 | 18.7% |
| 4 | 13.2% |
| 5+ | 19.5% |
Based on this research above With Score We can conclude that more than 80% of searches carried out have a maximum of 4 search terms, this is a strong indicator for those looking to identify specific expressions in an optimization campaign.
A recent study by SCAN ALERT addresses an outdated aspect, but one that for many remains relevant to user search behavior: immediacy. Thepurchase response is often not immediately a consequence of the first user search session and only 30% of purchases are completed within 24 hours of starting the search.
30% of purchases are completed within 24 hours of starting the search
Searches involve much more than a direct response, this is a fact and not an assumption, since on average until the user makes a decision, the search time for a product in a session is 55 minutes and, even so, a decision of intention and not of actual purchase.
Still within this line of reasoning, Google wants to analyze the user's entire search sequence, as evidenced in an interview with Jack Menzel, Google's Chief Product Officer. Today, if you search for a location several times and then immediately search for hotels, some organic results will be based on the location you entered previously, as Google wants to always offer not only the best result in a single search, but throughout the user's entire search.
When planning to optimize our website, we must keep in mind that it is necessary to work with this context in mind: users never perform isolated searches; they perform complex searches to meet their needs.
Thinking about how to optimize a website means being clear that search is the user's main access point to content, and the more your website is optimized for this behavior, the better its use will be.
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