Spawning the next transactional query (Part 1)
If only 10% of search engine queries are transactional in nature, what is the big deal with search engine marketing (SEM)?
A recent study out of Penn State University has concluded that roughly 80% of search engine queries are informational in nature; that is, “looking for a specific fact or topic.”
What about the other 20%? These are split roughly down the middle, between navigational and transactional queries. Navigational queries reflect behavior in which the user is looking for a specific site, and transactional queries are targeted toward purchasing behavior.
Does this mean that all our discussions about search engine marketing (SEM) only apply to 10% of the universe’s search engine activity?
Hardly. The most innovative digital marketing campaigns are those which connect transactional queries to informational queries, thereby exponentially increasing the market size and the number of opportunities available to them.
How do they do this? We’ll get into that in Part 2. But until then, consider this: what do Powerpoints, white papers, webinars, and yes…even sales calls have in common?
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Paul Burani
Clicksharp Marketing
New York, NY
This entry was posted on Monday, April 21st, 2008 @ 6:23 pm on the category SEM.
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