In the process of site optimization, it is essential to understand how and with what intention the user conducts a search, and thus plan the content we offer to them.
We can classify the types of searches into three basic types:
Navigational Search
The user uses the search as a bridge to access a site or company they already know, for example, when I type "TAM Site", "Tam airline", I use the search engine to access a company I already know.
Informational Search
90% of searches on Google are to obtain information, clarify doubts, and are almost always searches to resolve a question I have about a topic.
Transactional Search
These are searches that demonstrate a clear intention to purchase, whether for e-commerce products or complex sales; these searches have a higher economic value and appreciate a direct conversion response.
Understanding search intent will allow you to plan and offer optimized content for your user.
One of the fundamental aspects for analyzing search intent is the number of words typed in a search; the breadth of the search helps us gain a broad view of how the user searches and how to provide valuable content for them.
| Words | Search Percentage |
| 1 | 25.8% |
| 2 | 22.8% |
| 3 | 18.7% |
| 4 | 13.2% |
| 5+ | 19.5% |
Based on this research from Com Score, we can conclude that more than 80% of searches conducted have a maximum of 4 search terms, which is a strong indicator for those looking to identify specific expressions in an optimization campaign.
A recent study by SCAN ALERT addresses a surpassed aspect, but one that still holds true for many regarding user search behavior: immediacy. The purchase response is often not an immediate consequence of the user's first search session, and only 30% of purchases are completed within 24 hours after the search begins.
30% of purchases are completed 24 hours after the search begins
Searches involve much more than a direct response; this is a fact, not a supposition, as on average, it takes the user 55 minutes to make a decision about a product in a session, and even then, it is a decision of intent, not an actual purchase.
Continuing along this line of reasoning, Google wants to analyze the entire sequence of the user's searches. In an interview with Jack Menzel, Google's Product Director, this became clear. Today, if you search multiple times for a location and then look for hotels, some organic results will be based on the location you previously typed, as Google always wants to offer not just the best result in a search, but throughout the entire user search session.
When planning the optimization of our site, we must keep in mind that it is necessary to work with this context: users never conduct isolated searches; they perform complex searches to meet their needs.
Thinking about how to optimize a site means being clear that search is the main access point for users to content, and the more your site is optimized for this behavior, the better your results will be.
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