Types of Search Queries

1. Navigational query - when the user is looking for a particular website (pre-determined destination)
            a. Generally low traffic, very high value, high conversion rates, comprises 10% of all searches
            b. e.g. I want to check in for my Alaska Airlines flight


2. Transactional query - when the user wants to buy something
            a. Generally low traffic, very high value, high conversion rates, comprises 10% of all searches
            b. e.g. I want to find a Chinese restaurant near my house


3. Informational query - when the user wants to learn something
            a. Generally high traffic, average value, positive impression and information and lead to high conversion, comprises 80% of all searches
            b. e.g. What are the other movies acted by the Joker of The Dark Knight?

How do Search Engines make revenue?

Search engines basically earn revenue with - PAID ADVERTISING

The revenue model is called PPC - pay-per-click or CPC - cost-per-click

This model is used to build direct traffic to a website where an advertiser pays the publisher (Search Engine, Other website owner) when the ad is clicked.

It is commonly a fixed price per click. Aimed to drive high traffic PPC is also called the AFFILIATE MARKETING MODEL.

PPC is easier to track where the goals are ROI oriented and very reliable. It is also much easier for most companies to understand as it follows a very direct marketing method.