In the first two sections, Gao Liangjiu has shared navigation-based search and information-based search, and elaborated on the characteristics and response methods of these two types of searches using "google search Baidu" and "Sister Feng's date" as examples. Next let’s take a look at transactional search.
There is no doubt that transactional search is the search with the greatest commercial value, especially for some companies or individuals who do Baidu bidding. It is very important to choose appropriate transactional search keywords. Unfortunately, many times we will find that some navigation Bidding websites searched for type search keywords are of no use even if you click on them, while informational search keywords have a certain effect. There is no doubt that transaction type search keywords are the most suitable for bidding or advertising.
What exactly is transactional search? Traditionally, we think of search behaviors that searchers perform on search engines to solve certain problems as transactional searches, such as shopping, domain name registration, course training, or even software downloads. In other words, the purpose of search is to fulfill some real needs, and it is a form of search that requires interaction of supply and demand with the searched websites, and transactions occur most of the time.
The searcher has learned a lot about the product through previous information-based searches and is no longer unfamiliar with it. At this time, it is necessary to enter the substantive acquisition stage. The acquisition method may be registration, purchase, download, etc. The layout for transactional search is widely used in e-commerce websites, Baidu bidding, Taobao websites and various corporate websites.
Now take the Taobao website as an example to explain transactional search in detail. More and more webmasters are beginning to join the ranks of Taobao customers, and the most common method is to build a Taobao customer website, and use search engine optimization to bring clicks and then complete conversions. For example, many people are very interested in weight loss websites. When selecting keywords, if you choose a keyword that is too broad, such as "weight loss", searchers of this word may be searching for weight loss methods. In this case, it is just a keyword. Information-based search, and some people want to search for weight loss products, so he may search for "weight loss" first without understanding it, but in fact he hopes to search for "weight loss pills" or "weight loss products". At this time, This is transactional search.
When the searcher is only an information searcher, he is a prospective customer that we still need to develop or guide. If a user uses a transactional search, it basically means that he is ready to buy or conclude a transaction, such as directly searching for "weight loss" "Medicine" or "slimming tea", if they see a suitable product on the search results, they will basically choose to buy it without spending a lot of time searching or understanding. These people will be direct customers.
So when you study the conversion rate, you will find that if most of your keywords are transactional searches, then your conversion rate is higher than the conversion rate of websites that are purely informational searches. This is also the reason why Taobao website owners This is an important reason why a large number of people are keen on choosing single product promotion.
At the same time, this is also one of the important reasons why the websites built by the first-generation website building companies cannot complete the corporate online marketing tasks, because the title of the first-generation website building companies’ homepage is basically just the company name, and it is not related to the company’s name. The product has nothing to do with it. It is difficult to expect others to search for a company name in a search engine, unless your company is well-known enough. At this time, netizens may search for your company through navigation-based searches and then browse or even make transactions. More often, viewers search directly for a product or product model through a transactional search.
Still taking weight loss Taobao customers as an example, there are various keywords such as "Taobao weight loss rankings" that are very popular now. Such keywords can be said to be composite variant keywords of navigation type and transaction type. Most of them are Taobao customer website owners. Brushing up the rankings and brushing up the index, in fact, the effect of optimizing this kind of keywords is not very good. It is better to choose a few fixed products for transaction-type keyword optimization, such as green slimming, soft gold, weight loss pills, and the best weight loss products. Medicine, etc., you will find that although these keywords may not seem to be very different, the final conversion rates are very different.
On the other hand, in terms of IP quality, the IP quality brought by transactional search is much higher than the other two types of search, and it should be classified as shopping or e-commerce search. Today, when it is becoming increasingly difficult for individual webmasters to become webmasters, we must try our best to build websites with high-quality IP addresses instead of excessive junk traffic. Excessive garbage traffic can only waste our server bandwidth. Apart from that, what else can it bring?
This is why when some webmasters who run Taobao websites say that their website traffic is only over 100 and they can earn tens of thousands a month, traditional webmasters think they are talking nonsense. Traditional low-quality IPs (mostly informational searches) do not generate much commercial value. Only IPs that can accurately complete transactions are high-quality IPs. At present, most portal or industry portal websites contain multiple search types, including navigation search traffic, transactional search traffic, and informational search traffic. Most of them are informational. But it makes the most money with a small amount of transactional search traffic.
Fully understanding what transactional search is will make your keyword selection more accurate, more effective, and more commercially valuable, which will lead to a higher crawl rate and thus increase your income level.
This article is provided by Hefei SEO@Gaoliangjiu. The website address is http://www.airGhost.cn/. Friends who can keep the link are welcome to reprint or communicate with me.
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