Section 5.2 Satisfying User Intent explains that it is rare that a navigational query has multiple primary intents. A navigational query will often produce one navigational result, with a few or no other results that could satisfy a secondary intent.
Query: Raadhuisstraat 34, 1961 GG Heemskerk
In this example the query is for a full address. The user is looking for a unique and distinct location. Section 1.3.3 and section 5.2 of the guidelines explain how to rate results for a query like this.
Raadhuisstraat 34 | |
Address | Raadhuisstraat 34 1961 GG Heemskerk Nederland |
The result is the unique and exact address the user is looking for, which means it will receive a Relevance rating of Navigational. Other results for our navigational query, such as similar addresses, don’t satisfy the user intent and will be rated Bad.
Section 2.3.2 Implicit Location explains that when the user doesn’t state a specific location in the query, the user location and viewport determine the area of
expected results.
Query: Xenos
In this example the user is looking for Xenos stores. The user did not include a location in the query, so the viewport and user location determine where we
should expect results.
Viewport Age: Fresh
When the user is located inside of the fresh viewport, results are expected near the ‘
user. The Xenos store near the user in Doetinchem would receive a Relevance rating of Excellent, while the results further away in Arnhem would be demoted -1 for distance to Good. Results further away in Nijmegen would be demoted to Acceptable and results even further away in Ede and beyond would be demoted to Bad.
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Viewport Age: Fresh
When the user is located outside of the fresh viewport, the viewport becomes the area of expected results. Here the user is located in Nijmegen, but the viewport is still near Doetinchem. Results are expected inside of and near the viewport, so the result in Doetinchem would be rated Excellent and demotions for distance would be similar to the previous example.
Viewport Age: Stale
When the viewport is stale, results are expected near the user location. Now the two Xenos stores near the user in Nijmegen will receive a rating of Excellent. The results in Arnhem, which are a bit further away from the user, are demoted -1 for distance. The result in Ede and the result inside of the stale viewport in Doetinchem are demoted -2 for distance and get a final rating of Acceptable.
Query: Albert Heijn
Viewport Age: Fresh
Here the user is located inside of the fresh viewport. The query does not include a location intent, so according to section 2.3.2 of the guidelines, results should be rated based on the distance to the user location.
The AH store closest to the user is rated Excellent and stores further away get demoted for distance. While there are many stores that are closer to the user, none of the stores in the fresh viewport should be demoted to Bad for distance alone.
Here the user is located outside of the fresh viewport and there are many real- world results for AH stores located inside. The viewport is the location intent and results inside of the viewport are rated Excellent. However, Guidelines section 5.6
Many Possible Results explains that when the user is outside of the fresh viewport and when there are a large number of real-world results inside, the results outside of the viewport should be rated Bad.
Because there are so many AH stores inside of the fresh viewport, the AH stores outside of the viewport near the user and near Rijswijk and any other stores outside of the viewport should be demoted to Bad for distance.
Guidelines section 5.8 Few Results explains that when there are few real-world results inside of the fresh viewport, we should be more lenient when demoting results for distance.
Query: mediamarkt
Viewport Age: Fresh
In this example, the user is looking for MediaMarkt stores. The user is located outside of the fresh viewport, so results are expected inside of the viewport.
Because there are only a few MediaMarkt stores in the area, we should demote the results outside of the viewport more leniently than the AH stores in the examples above. The store inside of the viewport receives a rating of Excellent, while the two stores that are just outside of the viewport will be demoted -1 to Good.
Sometimes the user is looking for a specific level of service and not every result might provide it. Guidelines Section 5.18 Relevance: Service-Level Mismatch explains how to rate results when this is the case.
Query: jumbo foodmarkt
Result 1:
Jumbo | |
Classification | Supermarkt |
Address | Merelstraat 46, 3514 CN Utrecht Nederland |
Result 2:
Jumbo Foodmarkt | |
Classification | Supermarkt |
Address | Brusselplein 15, 3541 CH Utrecht Nederland |
In this example the user is looking for a specific variant of Jumbo supermarket. Research shows that Jumbo Foodmarkt is a Jumbo store that focuses on fresh food. This is a specific variant of Jumbo supermarkets and regular stores will not have all the services and products that this type of store offers.
Section 5.18 of the guidelines explains that when the result does not reflect the specific service requested in the query, the result will receive an initial rating of Good.
The first result is a regular Jumbo store, which will receive an initial rating of Good. The second result is a Jumbo Foodmarkt store, which is exactly the type of Jumbo store that the user is looking for and will receive an initial rating of Excellent. Both results are then demoted further based on distance and other results.