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In early 2011, Google created the phrase Zero Moment of Truth. This is a way to recognize how consumer behavior is changing in the online world. Zero Moment of Truth refers to the point in the buying cycle when users are researching a product.
In 2019, you will be certain that your business and website are in front of users when they are researching the products you sell. Your brand must be at the forefront of their minds when they are ready to press the “Buy Now” or “Add to Cart” button.
So how do you find out what type of content you need to produce to appear at various stages of the buying cycle? This is where the intent of Search Engine Optimization plays a role and can be broken down into three types:
Information Search
Transactional Search
Navigation Search
And how does SEO work?
Say you are doing SEO for a fictitious e-commerce store that sells
equipment. You can use this to show how the three types of search
intentions work.
Information Search
This is a general search engine search. This is done by people who want to learn about a particular subject. This can be done by anyone who wants to learn about a particular subject that is expected to get the right search results Google displays more of what people are asking in the Search Engine Result Page SERP to easily identify all the benefits of keyword phrases. Although conversion possibilities are minimal results, this is the query you want to rank. Also Read: 3 Basic Understanding of SEO Google Rankbrain for Beginners
Having content on your website gives you the opportunity to place your brand or website on users at the beginning of their search. When you consistently rank for this type of question, you put yourself in a place your competitors don’t have. With Google displaying more feature clips and other SERP features, you can increase the organic footprint of your website while also serving the needs of your potential customers. I highly recommend you to read how to optimize the featured trailer and “People Also Ask” on Google. Nothing can guarantee that the more content you optimize, the higher your chances of getting coveted places on the SERP.
Transactional Search
Transactional search is when a user is ready to make a purchase. This is related to your product or product category. If I go back to my example website or tool, a question like this might arise: “Buy a computer.”
“The best computers for under Rp. 5,000,000 “
“[Enter brand] printer machine.”
“Buy [enter product code here] online.”
Transactional search will be important for your eCommerce site. It should also take precedence over information search when you first start optimizing your site.
Navigation search
Navigation search is the easiest part to understand and only requires a little optimization. This search, when the user has a goal in mind is usually a famous brand or website, and there is only one search term that they tend to need. What does the search intentions have to do with Google? Google will present the best results at this time. Quality assessment
guidelines [pdf] show us how they define the three types of search.
“Know” – information search
“Do it” – transactional search
“Go” – search navigation
Google takes the concept of Andrei Broder and breaks it into three simple words. By using “know,” “do,” and “continue” as part of your research, you can enter keywords with the intention. Make know, do, and act Knowing how to work “know,” “do,” and “go” is all well and good, but you must be able to make it happen.
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