The idea of Do-Know-Go queries have long been useful for SEOs in understanding and categorizing user search intent for web search.
But with the increasing usage of Intelligent Personal Assistant apps, this framework requires an update to remain relevant. In today’s post, Tom Anthony discusses a new layer to the Do-Know-Go model and speculates about the future of search.
The categories were originally published in 2002 in a peer-reviewed paper by Andrei Broder who worked for Altavista (remember them?!) at the time.
The categories that Broder came up with have been invaluable to SEOs for many years, helping many of us explain the different types of search query that we should consider.
However, it’s time to revisit these categories to see if we can improve their usefulness in a world of direct answers, apps, intelligent personal assistants, and other developments.
- Transactional – Here the user wants to get to a website where there will be more interaction, e.g. buying something, downloading something, signing up or registering etc.
- Informational – This is when the user is looking for a specific bit of information.
- Navigational – The user is looking to reach a particular website. There’s only one likely destination that they’re looking to reach.
Google, in their human rater guidelines, call these three categories:
Google also widened the definition of the categories slightly from their original paper.