What is the goal of your website? In a study called A Taxonomy of Web Search, Andrei Broder concludes there are three main types of searches:
- Navigational: (24.5% of searches) Someone is looking for a specific website, but types a keyword or brand name into the search box instead of typing the URL directly into the browser.
- Informational: (68.4% of searches) The user isn’t looking for a specific website, but for information on a topic.
- Transactional: (7.1% of searches) Someone wants to purchase something online.
Since 68.4% of people are looking for information online, this is where you should focus your website and SEO efforts. Buyers and sellers are looking for homes or Realtors online and will come to your site to learn about houses, what you do, and advice you offer.
The second highest category, navigational searches, accounted for 24.5% of all searches. For this reason, branding is important so buyers and sellers know to look for you when they are ready to move.
The third category, transactional searches, is lowest. Keep in mind that this isn’t only e-commerce, but also includes leads who sign up to receive your e-newsletter or request a free market analysis.
It is a good idea to integrate two or three of these categories into your website. Even Amazon.com isn’t only an e-commerce site, but also a great source of information. Buyers and sellers will notice your great information now and come back to you when they are ready to choose a Realtor!
