Shaddows - 10:51 am on Oct 29, 2010 (gmt 0)
how "informational" and "transactional" might be made more granular
Well, lets say you are looking to buy (transactional).
Do you want your hand held through the sales process? So "I need a car" is slightly different to "Buy [make-model]", similarly
"I need a mobile phone (cell phone) contract" is different to "iPhone on <netork> contract"
On one, your LOOKING TO BUY, but you need a VALUE ADD sale. On the other, you have MADE YOUR DECISION, and are PRICE SENSITIVE. Regardless of tradtional ranking factors, you need a DIFFERENT TYPE OF SITE. If you need hand-holding, you are likely to feel a page full of prices but little info is rubbish. A price hunter would hate a page with a load of text and a hard-to-spot price / availability.
Similarly, you might serve totally different pages on the final term to the below:
"Remote power" -> "Ethernet power" -> "POE" -> "802.3af"
"802.3" -> "802.3at" -> "802.3af"
Or, how about a subtle destinction:
"ipod" -> "mac" -> "apple"
"google" -> "microsoft" -> "apple"
Now, zooming out, what if you are primarily interested in companies, and not gadgets. "apple" should give you the second version of the above example. Gadget lovers would probably prefer the first. Persistant browsers, or impulse buyers would want the texty ecom, wheras those who just buy what they know they want would want the price-orientated sites every time.
I could give more examples, but this was simple in my head and has filled alot of space on paper.
Your "escape vector" is the type I would strongly advocate- with the addition of link-building from HIGH QUALITY sources in your EXPANDED FOCUS area to DEEP PAGES (but not not bottom tier pages). Really hammer home the message. And don't panic when you see medium-term flux- that's the expected interim result.