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This kind of search is often of low value, but only if the search is about other companies or brands and not yours. On the other hand, if the user wants to come directly to your page, the value of this navigational search is high. Therefore it is important to build brand value also online and make the site easily found and pleasant for the user to search. The second search category that the users conduct is transactional query. Transactional query happens when the user is searching the web in order to buy something. This query is rather wide and involves also things like creating Gmail account, paying bills or finding a restaurant from the area where to dine. (Enge et al., 2009) PICTURE 11. Transactional query illustrated by Enge et al. (2009, 7). The value of this search is very high since the purpose for the query is to buy something, or prepare for buying. The money transaction may not happen immediately, or even online, but this query may push the user forward to buying your product. On the other hand, if the product, the page or something else doesn’t please the user, he or she may turn away from your product and search for competitor’s sites. The third category is informational query and as its name suggests, is used when looking for information on something. The range for this query is extremely wide as it includes everything from checking the local weather to details on cameras or the names of actors. The goal of this search is primarily information and the query is often non- transactional even if the user was looking at a certain product. 47PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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