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The volume of people using search engines to find the ideal product, answer or solution, can make it difficult for businesses to compete with others for that important top spot in a search engine. It is important for businesses to understand how consumers use search engines before knowing how to gain the best results from their search engine optimization. Fortunately research has found a system that breaks the different types of search query down into three areas; Navigational Search, Informational Search and Transactional Search. With this knowledge it is easier for companies to understand what they need to do to make their site comply with their consumers search method. These are the three search types; Navigational Search: A navigational search is a specified search and is successful if your product is a specific brand name. Searches like ‘Oakley Sunglasses’ means that that those websites optimising for that brand would appear above all the others so for smaller companies it is not necessarily the best way to optimise your site as it is highly competitive against other more commercial companies. Informational Search: This is a better way for small businesses to optimise their site. They can aim to rank highly for a simple phrase and make it more plausible. A couple of words creating a generic phrase are far more successful than depending on brand names to get traffic to a site. Phrases such as “wood flooring Bristol” can be far more effective for businesses rather than a brand of wood flooring. The risk of using a brand is that it is likely to be supplied by big chain stores nationwide that already have a good amount of traffic to their site. Transactional Search: These searches are far more specific and contain a lot of words that identify what a consumer wants in finer detail. For example “companies that sell cheap, authentic, silver bracelets.” All of the sites that contain these words will come up in the search engine results and your company may be there but the amount of people using this method of searching are fewer than the others. It is important for any company when using search engine optimisation to understand their consumers and the methods they may use for searching the web. It is vital to ensure they optimise for this specific method to beat their competitors to page one number one.
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