Search Intent, Segmentation
Navigational Queries:
Opportunities – Pull searcher away from destination; get ancillary or investigatory traffic
Average Value - Generally Low
Informational Queries:
Opportunities - Brand searchers with positive impression of your site, information, company, etc; Attract inbound links; Receive attention from journalists/researchers; Potentially convert to sign-up or purchase
Average Value - Middling
Commercial Investigation Queries:
Opportunities – Convert to member/sign-up; Sway purchase decision; Collect email; Get user feedback/participation
Average Value - High
Transactional Queries:
Opportunities - Achieve transaction (financial or other)
Average Value – Very High
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