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Informational vs Navigational

Head-to-head search intent performance comparison based on real data

Based on 8,687 pages across 218 websites

Overall Winner
Tie
Both win 5 of 11 dimensions each
Metric Informational Navigational
Avg. Search Impressions
 7,110 22,861
Avg. CTR
 60.4% 182.9%
Avg. Position
 31.1 23.2
Avg. Word Count
 1,523 452
Readability Score
 75.2/100 74.5/100
Avg. LCP
 6.95s 8.51s
Avg. Internal Links
 115 252
Structured Data Adoption
 37.1% 34.6%
Alt Text Compliance
 60.9% 53.1%
Avg. Load Time
 3.18s 5.72s
Avg. Top 3 Keywords
 33 31
Avg. Top 10 Keywords
 47 52

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