21.0 Product Queries: Action (Do) vs. Information (Know) Intent
Some product queries, such as [ipad reviews], have a clear information-seeking (Know) intent. Other product queries, such as [buy ipad], have a clear purchase (Do) intent. And some product queries, such as [ipad store.apple.com], have a clear navigation (Website) intent. However, most product queries don’t obviously specify one type of intent.
Even though the ultimate goal may be to purchase a product, many other activities may take place first: researching the product (reviews, technical specifications), understanding the options that are available (brands, models, pricing), viewing and considering various options (browsing), etc.
Give high Needs Met ratings to results that allow users to research, browse, and decide what to purchase.
Important: E-A-T ratings for product results need extra care and attention.
Often, the results for product queries are YMYL pages. Users need high quality information from authoritative sources when researching products, especially when products are expensive or represent a major investment/important life event (e.g., cars, washing machines, computers, wedding gifts, baby products). When buying products, users need websites they can trust: good reputation, extensive customer service support, etc. Results for product queries may be important for both your money and your life (YMYL)!
u=mpoonohk
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Query, User Location, |
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Result Block and LP, E-A-T Rating, Needs Met Rating |
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Explanation |
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User Intent |
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Query: [high definition tv] |
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This LP has comprehensive |
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User Location: Los |
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information about different |
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Angeles, California |
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types of high definition TVs |
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User Intent: This query |
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(plasma, LCD, LED), as well |
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as reviews about many |
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doesn’t specify a size or |
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specific models. The website |
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brand of TV. Users are |
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is known for having helpful |
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probably doing research |
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reviews and information |
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before making a |
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about electronics. |
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purchase. |
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Query: [girl toddler jeans |
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size 3T] |
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This is a helpful page for |
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User Location: Los |
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browsing and shopping for |
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Angeles, California |
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toddler girls jeans. There are |
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User Intent: The query is |
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many options for jeans in size |
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3T. This is a high quality |
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very specific. The user |
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store known for selling jeans. |
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wants to browse and find |
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an item to buy. |
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Query: [cufflinks] |
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This LP has a large collection |
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User Location: Los |
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of cufflinks from a very |
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Angeles, California |
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reputable retailer. There are |
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User Intent: Most users |
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many options and styles. |
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This is a good page for |
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probably want to find |
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browsing. There are helpful |
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different cufflink styles and |
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features at the top to choose |
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options to browse or |
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styles, price ranges, etc. |
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purchase. |
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