Types of Searches and Paid Search Marketing

Effective paid search marketing starts with understanding why someone is searching. As search marketers our goal is to not only drive traffic to a site, but to drive relevant traffic that generates conversions. Let’s take a look at why people search and how that comes into play when planning your search marketing strategy. In general, there are three main types of search queries. • Navigational query: A searcher knows the site they are looking for and usually has a designated task in mind. For example, you need to check your bank balance online with Wells Fargo but you are uncertain of the exact URL for Wells Fargo. You would search for “wells fargo” or “wellsfargo.com.” Typically, in this type of search there is one correct answer for the searcher. • Transactional query: A searcher wants to make a purchase or complete a specific task. The searcher could be looking for a local hamburger joint, planning to buy their new book club selection, or signing up for a free trial for a new brand of dog food. • Informational query: A searcher is looking for specific information on a topic. This category covers a broad array of searches. Examples are “signs a toddler is teething” or “phases of the moon.” Searches of this type could also be commercial in nature: the information a searcher is looking to start the buying process. For example, “What is the best small digital camera?” is an informational search. The common thread here is that the searcher doesn’t have a specific web site in mind and is looking to gather more information. These searches could...

What’s New at webShine

Reports – webShine launched new monthly reports for our search engine marketing customers. The reports provide a one-page executive overview along with supporting data on a custom basis for each customer. Download a sample report and let us know what you think. Infograph & Case Study – webShine’s infographic on 2012 customer results is now available. Also, we recently released a PPC case study. Learn more about search engine marketing return on investment and contact us for a free assessment. Local Search – Our local search campaigns are revamped for 2013 to provide our customers with real time ability to update listings across a comprehensive network and monitor reviews in real time. Office – We moved … down the hall. Our new office is slope side at Aspen Highlands. Stop by 0197 Prospector Road, Suite 2103 and say hello. Name – In September, webShine partner, Lindsay Reither got married. It took a few months, but Lindsay Reither is now Lindsay Halsey....