In Transactional web search queries the person searching the web wishes to perform some interaction aside from reading. Many search engine marketers tend to spend a great deal of time focusing on transactional queries because they want to target searchers who are ready to buy. On the surface, focusing on a specific point in the buying cycle might seem like a great way to save time and money. However, this strategy may cost website owners prospects and lifetime customers. Transactional queries are important to website owners and search engine optimization professionals because they both hope to capture searchers at a critical point in the buying process: right when they are ready to buy and provide personal information (such as name, address, phone number, email address, and so on).
Additionally, items such as videos, sound files, slide shows, games, and so forth can increase the stickiness of a site, encouraging site visitors to stay on your site longer and view more content. Popular and informative interactive items can also increase a site’s external, third-party link development, which has a direct impact on a website’s rankings.
Transactional Intent: It is sometimes tricky because searchers do not always type the activity they wish to perform as a keyword. Example, a person might be interested in buying a smartphone but does not type in the word purchase or buy as query words.
As another example, searchers might want to watch a video but not type the word watch as part of the search query. Searchers can show transactional intent by using nouns (video, music, game) as well as verbs (download, chat, enroll). The activity might occur on an actual website, such as getting a quote for auto insurance. Or the activity might occur
offline, such as making a phone call to a local pharmacy to refill a prescription.
Nevertheless, an easier case occurs when searchers do type the exact activity they wish to perform. The words download, apply, search, and find are more commonly used than you might imagine. Regular keyword research often reveals the precise action that searchers wish to take, and these action words (usually verbs) should appear in search listings as well as corresponding landing pages. Web pages that satisfy transactional intent do have special features, as shown in the following examples.
(A) Buying products: Product pages on an ecommerce site should satisfy transactional queries. Since searchers with transactional intent wish to perform a specific activity, product pages that meet their expectations should include the
-Actual query words
-Words associated with the desired activity (such as Add to Cart,associated with the words buy or purchase)
-Clear call to action
-Enough graphic and textual information (such as a product photo, product description, and price) to close the sale.
All of this information should appear above the fold, so that site visitors do not have to scroll. In other words, searchers’ most desired information and desired transactional keywords should appear above the fold.
(B) Entertainment: Transactional intent does not automatically mean the desire to purchase a product or service. People also use the web for entertainment. Recent years have seen a global explosion in online video viewing, photo sharing,
and audio file downloads.
Here are a few reasons that many users dislike Flash videos:
-users have to watch a video before they see their keywords validated. -videos tend not to be keyword focused. -site visitors never see their keywords validated on a web page.
After users click a link to a web page from a search engine listing, they generally do not want to watch a video (which might be an advertisement).
Search Listings and Transactional queries: In terms of individual parts of a transactional search listing, transactional listings are similar to informational search listings. The URL is less important to searchers because the information and the associated activity is the main target, not necessarily the URL.
For a transactional query, the two most important items in a search listing are the (1) title-tag content, and (2) the page snippet or meta-tag description. If the activity words play, set, and try appear in the listing description, it encourages
searchers to click the link to the website.
Transactional query indicators: Your Web analytics data and keyword research data can help you determine
which query words show transactional intent. Some transactional query indicators include:
-Specific interaction verbs (buy, find, search, download, play, view, log in, register, enroll, subscribe, join, apply,contact, chat, and so on).
- Nouns that are associated with some type of activity (games,movies, music, recipes, slide shows, demo, tour, quote, calculator,software or the software name, and so on).
- File extensions for non text files (.jpg for photos, .mp3 for music, and .mpg for videos) and file compression (.zip for
Windows computers and .sit for Macintosh computers).
Optimizing for transactional queries:
-The primary call to action should be painfully obvious to both site owners and searchers. For example, if you want
searchers to download a fi le, the word download should be part of the hyperlink, and that hyperlink should look clickable.
-Include desired activity words in the title tag on key pages. For example, if you offer a specific search page on your site, then make sure you use the word search or find in the title, heading, URL, and description of the page. Likewise, if you have a login page on your site, such as an email login, make sure you use the word login in the title, heading, URL, and description of your page.
-Don’t assume searchers want to take an action without initiating it themselves. In other words, don’t start playing a video or sound file unless the searcher specifically indicates that he wishes to watch the video or listen to the sound file.
-Focus groups are not always the best source of information for feedback on interactivity and multimedia because the focus group leader, not the user, guides the interactivity. Furthermore, a focus group typically shows initial reactions to an interactive feature, not long-term effects.
Inbound Links from Other Sites can help a website move up in natural search rankings. But if the search engines conclude that your website is stockpiling links solely to move up in search results, your website may be penalized and see the site virtually disappear from search engine pages.
Links had evidently been purchased solely to enhance search engine rankings, in violation of Google’s rule against buying links in order to manipulate search results. Google typically gives more credit to links from educational sites with .edu domains because they are deemed to be more objective than commercial sites.
Only Google’s own Webspam team knows exactly what search engine optimization tactics raise red flags, but certain SEO practices are known to be risky.
Manipulated anchor text in inbound links: Search engines can easily identify inbound links that contain manipulated anchor text, the highlighted word or phrase in web content that someone clicks to get more information. A
classic example of this violation occurs after you identify a specific keyword phrase or group of phrases that command high search volume, and then you attempt to own these phrases by purchasing many identical links that use the exact words in the targeted phrases.
When search engines see unnatural repetition of precise keywords within the text of these links, originating from hundreds or thousands of sites, they may deem this to be an indicator of manipulated anchor text.
Links from irrelevant sites: Relevance is one of the most important aspects of any link portfolio. Just as search engines evaluate each site in terms of its relevance to particular search terms, so, too, do they evaluate sites linking to that website. If the linking sites tend to be relevant to the website and the products it sells, this provides a greater boost than links from irrelevant sites.
However, garnering many links from sites that have little or nothing to do with your site content not only provides little benefit, it can be seen by search engines as an indication of unsavory SEO practices and lead to penalties.
Links from unrelated foreign sites: Links from sites based in countries where a you do not do business can also raise a red flag. If you do not sell in Russia and China, Google may look askance at links from sites using the domains .ru
(Russia) and .cn (China). Though these links can occur naturally, and are not under a retailer’s control, the rapid acquisition of many such links may suggest intentional link manipulation and trigger penalties.
Link Spam: Each inbound link your website can be evaluated for the contextual relevance of the linking source page. But if that source page also links to a number of other unrelated sites—most likely taking payment for that link spam—it can raise a red flag and get labeled by search engines as an undesirable inbound link for your site.
Links from bad neighborhoods: your site can be evaluated for links from sites with low PageRank scores and or questionable incoming link portfolios. Google prefer sites to avoid links to web spammers or ‘bad neighborhoods’ on the web, as your own ranking may be affected adversely by those links.
When we search the internet many of us will use Google, the most popular search engine. Google is not necessarily the only way to find things on the internet, or the best. Very often the information Google displays will not include what you are looking for. When it’s important to find the best information on the internet the trick is knowing where to start looking, and using other search engines.
Google became successful and the reason the results aren’t as good as they should be, Google is working out how useful a site is. Lets take an example, there is a popular website in a specific niche and lots of people link to that site then Google thinks it must be fairly authoritative one and that deserves to go near the top of the list of search results when people search that site on a particular keyword. This new way of deciding which sites to list first, and the indexing of as much of the internet as possible, put Google ahead of it’s competitors.
This popularity led to a lot of people asking owners of other sites to link to their own, or setting up ‘link farms’ where lots of sites link to each other, trying to boost the ranking of particular ones. That is why spammers sign up to forums and never write anything, instead listing their own site address in the member profile. This is why you sometimes find results on Google aren’t so relevant to your search.
There are other search engines that can be useful. More importantly, there are many specialized search engines that deal on a particular type of information. Most modern web browsers have a search box and you can usually choose which search engine they use.
What is the question? Different search engines will provide different results, and organize them differently. Google place Wikipedia at the top of the list and has pages of information to go through. Answers.com provides a long list of information that includes Wikipedia, but also reputable sources of information such as Britannica. Bing provides categories such as Biography and Family tree, which can hep find the right information. For a good overview of facts Answers.com provided the best result.
When the question is really a question, it is worth typing the whole phrase into a search engine. Google will give plenty of solutions; answers.com will give a single answer. Ask.com will come out with similar results to Google, and Bing will provide the least useful results.
Bing can be very useful if you are searching for a company. It will display the sponsored results and UK customer services number, quick links to most important parts of the UK website and a box to search within that site.
Google has an advanced search option, and it is possible to restrict a search to certain sites. This feature is provided by most search engines.
Search Images: Google and Bing have similar image search options. Type the words into their image search tools and it will display a list of preview pictures that can be clicked to see full-sized versions. It is possible to narrow down the results by size, colour and other options. For photos for your website visit photo sharing site flickr for images that are not copyrighted. Choose ‘Advanced search’ and tick the box ‘Only search within Creative Commons Licensed content’. An additional option finds images suitable for commercial use. Flickr is also useful to find images taken in a particular place, since it supports ‘geotagging’ where images can have their geographical location embedded in them.
Search Moving Pictures:Clicking videos in a list of Google results will open a new page on it’s video site Youtube, so you have have to switch between sites. Bing will play a video when the mouse hovers over it. There are links on the left side of the page allow certain sizes or quality of videos to be shown or from specific sources such as Youtube.
Right Price: Search engines can be used when you are looking to buy a product online and searching for the best price. There are many price-comparison sites, but ordinary search engines can help. Google and Bing have a ‘shopping’ link on their front page that will help you find the best prices on a product. Search for a specific product and Bing will give links for reviews, support and prices making it easy to find the right information, the shopping link list retailers and their prices. Google’s shopping home page lists things other people have searched for. Bing’s home page allows you to browse categories.
Map Service: Electronic maps can be very helpful. It can be used to find an address, see a satellite view of an area or plan a route between two locations. Bing has its own map service, you can type in a postcode to find the nearest station. You can also plot a route between points is simple and dragging a route with the mouse can make it go via specific places.
Google maps is useful for finding businesses- type in an address or a query. In Bing you will have to click the Find businesses link.
How do you create videos to uphold your brand in YouTube search and acquire real business leads?
-YouTube is a Search Engine.
-Optimize the Key Elements of a Video for Findability
-Measure Key Indicators of Success in YouTube
YouTube is a Search Engine: YouTube gets more searches than Yahoo! and Bing. Youtube is not just a video sharing site and start treating it as a major search engine in your internet marketing strategy.
Think of every video you create as you would a page on your website — each one will rank and can be found by millions
of YouTube searchers. Every single video you produce and upload to your YouTube channel should be titled with valuable and highly searched keyword phrases. YouTube content just like any other content — just create great content that your target audience will find interesting, optimize it with keywords for which your target audience is searching and you have the ability to uphold your brand and gain business from YouTube.
Optimize the Key Element of Every Video for Findability:
-Use a Keyword in the Title: Research your keywords. Use a keyword that is highly searched as part of your naming
convention of the video title. The Google Keyword Tool is free and an excellent option for researching keyword phrase
-Optimize and Create an Effective Description: Make sure your URL, call-to-action or phone number is included in the beginning of the first sentence in your description. Sprinkle keywords throughout your description for better findability with YouTube search.
-Don’t Ignore the Keyword Tags: Go to the search box in YouTube and you will get auto-complete suggested searches based on a particular keyword. Suggestions include the search term and alternatives. These alternatives can be used as tags for your video, as well as for your future video plans and ideas. Even more options are possible with YouTube’s advanced search.
Make use of Annotations: Make sure to use annotations to notify users when a video has a more updated version, to link them to a page on your website or blog, or any other call-to-action important to your business initiatives.
Key Indicators of Success in YouTube: It’s important to be able to identify what keywords and video content is working. Here are a few metrics you can follow in order to measure your YouTube success meaningfully.
-Increase in subscribers to your channel over time.
- Number of total views.
- Presence and positioning of your videos when searching targeted keywords in YouTube search.
- Comments on videos.
- YouTube Insight.
- Track and get detailed information on your videos and viewer behavior.
Your efforts to produce videos must pay off by getting in front of a searching audience that will convert.