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Informational vs Navigational

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

Based on 15,707 pages across 303 websites

Overall Winner
Navigational
Wins 7 of 11 dimensions (2 tied)
Metric Informational Navigational
Avg. Search Impressions
 5,680 29,088
Avg. CTR
 45.1% 183.5%
Avg. Position
 29.6 26.0
Avg. Word Count
 1,363 521
Readability Score
 75.3/100 74.8/100
Avg. LCP
 6.90s 10.03s
Avg. Internal Links
 83 220
Structured Data Adoption
 33.3% 49.5%
Alt Text Compliance
 80.7% 76.8%
Avg. Load Time
 4.75s 6.09s
Avg. Top 3 Keywords
 31 33
Avg. Top 10 Keywords
 45 65

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