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Image via WikipediaThe combined diversity on the Internet in both content and users is historically extreme as is the scale of topics submitted by these users as search queries to the search engines. Belkin stated in 1993 that one can classify searches within the framework of 4 terms.

(N.J. Belkin; Interaction with text: Information retrieval as information seeking behavior) (1993)

1. Goal of the Interaction

2. Method of interaction

3. Mode of retrieval

4. Type of resource interacted with during the search itself.

Web searching of course has these aspects and certainly is a continuum from earlier information retrieval systems, such as Library Systems. However it does display several unique characteristics.

1. The nearly ubiquitous direct availability of content

2. The enormity of the number of searchers attempting to access content via the Search Engines

3. The scale and variety of topics submitted by users is unique and unlike pre-Web informational searching.

The Jansen and Spink Report (2005) shows us that query characteristics across search engines are amazingly consistent. The current best understanding of User Intent shows us that %76 of search queries can safely be classified into 1 of the above categories. Further more 75% of these queries are informational, 10% each show themselves to be navigational or transactional. (Jansen, 2008)

The combined diversity on the Internet in both content and users is historically extreme as is the scale of topics submitted by these users as search queries to the search engines. Belkin stated in 1993 that one can classify searches within the framework of 4 terms.

(N.J. Belkin; Interaction with text: Information retrieval as information seeking behavior) (1993)

1. Goal of the Interaction

2. Method of interaction

3. Mode of retrieval

4. Type of resource interacted with during the search itself.

Web searching of course has these aspects and certainly is a continuum from earlier information retrieval systems, such as Library Systems. However it does display several unique characteristics.

1. The nearly ubiquitous direct availability of content

2. The enormity of the number of searchers attempting to access content via the Search Engines

3. The scale and variety of topics submitted by users is unique and unlike pre-Web informational searching.

The Jansen and Spink Report (2005) shows us that query characteristics across search engines are amazingly consistent. The current best understanding of User Intent shows us that %76 of search queries can safely be classified into 1 of the above categories. Further more 75% of these queries are informational, 10% each show themselves to be navigational or transactional. (Jansen, 2008)

Caution should be used when attempting to classify User Intent because a single query may have multiple motivations behind it, Informational and Transactional as an example. Further research is called for either by applying naïve Bayes Classifiers (Naive Bayes classifiers are among the most successful known algorithms for learning to classify text documents) and/or data mining algorithms to arrive at a probability of classifying a query into one or more categories.

Modern SEO Theory Classifies the end result of the search or Web Conversion in 3 Categories and I’m paraphrasing a pioneering leader of SEO Theory Michael Martinez here.

“1. Informational conversion; this occurs when the searcher stops seeking because the information retrieved is sufficient to satisfy the query.

2. Transformational conversion; this occurs when the searcher visits a search result (hopefully your website) and takes a specific action without money being exchanged. Such as joining your newsletter, downloading a Free Report, Filling in a form to play a video, or whatever. This differs from Informational conversion because the information flows both ways from the website and from the visitor

3. Transactional conversion; this occurs when the visitor exchanges money with the website owner for a variety of reason. Making a product or service purchase, joining as a membership subscriber, clicks on an advertisement that pays directly and/or other paying possibilities. (Clicking on a display ad in and by itself is not transactional in this instance.)”

These conversion types are than subdivided into targeted conversions and nontargeted conversions. It’s not unusual to find websites seeking a blend of these conversions and innovations of technology and marketing techniques tend to enable these blends to thrive.
Visibility simply means the website in question is developed in such a way (using demographic models and SEO) that it provokes a greater likely hood of being found by searchers qualified toward a targeted transactional or transformational conversion.

Website Visibility also insures an Internet Marketer has a clear field in which to target prospects. It removes any obstruction between the rifle and the target. Basing your business upon nontargeted conversions is more the norm unfortunately as Internet Marketers want to shoot 1st not realizing they will only attract the random nontargeted transaction! A lucky shot indeed but hardly a viable method of building your business.

to be continue……

Tags: Information retrieval, Internet marketing, search, SEO, User Intent, web searching, website visibility