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48 PICTURE 12. Eric Enge et al. have illustrated the informational query in their book “Art of SEO; Mastering Search Engine Optimization” (2009, 7). The value for this search is medium even though it is undeniable that the value may rise higher if the content on, for example product page, is so good that the customer may want to purchase it despite not originally meaning to buy it at that moment. The opportunities this search offers raise the value of it. For example the possibility of journalists getting interested in the product or your brand serves as great value if the attention is positive. Also the other users, if they find the information on your site valuable, might link to your site and thus attract attention to it. As we learned from the algorithms part, the more valuable natural back links to your site the better the ranking. According to Enge et al. a research has been made about search queries by Pennsylvania State University and the Queensland University of Technology and the results show that over 80% of the search queries were informational. This leaves little more than 10% for navigational and transactional queries (2009, 8). Therefore I believe it is worth the effort to focus on making the pages as pleasant to browse and as informational as possible. There is always a chance that the informational query changes into transactional along time. The problem with attracting traffic is often choosing the right keywords. The way the users type in the keywords is often the main headache for the marketers. Enge et al. has mentioned that the data the users type in to search engines is very limited, only two toPDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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