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Informational vs Navigational

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

Based on 11,289 pages across 259 websites

Overall Winner
Navigational
Wins 5 of 11 dimensions (2 tied)
Metric Informational Navigational
Avg. Search Impressions
 6,953 24,081
Avg. CTR
 54.4% 223.3%
Avg. Position
 30.7 24.6
Avg. Word Count
 1,389 453
Readability Score
 75.3/100 74.6/100
Avg. LCP
 7.08s 9.14s
Avg. Internal Links
 100 234
Structured Data Adoption
 31.3% 36.7%
Alt Text Compliance
 76.0% 64.0%
Avg. Load Time
 4.29s 6.38s
Avg. Top 3 Keywords
 32 26
Avg. Top 10 Keywords
 45 46

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