• SEO Book, Thursday, May 28, 2009 5:15 PM

Peter Da Vanzo begins by defining search taxonomy as a focus on classifying keywords into three distinct classes, according to type of search: navigational, informational and transactional. With stats from surveys and eye-tracking studies, Da Vanzo steps through the process of integrating this knowledge into your search strategy.

Know your audience to estimate intent, a bit of advice from Da Vanzo that shouldn't come as a big surprise. He describes a variety of tools that can help you understand a site's demographics and the keywords searched on. Through Google AdWords, you can determine what gets the clicks. He writes that since Google AdWords factors ad click-through rates into calculations, you can presume top advertisers are either getting a decent CTR, or are paying through the nose for clicks.

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