Different types of search queries, or the terms people use in search engines, exist. It’s generally understood there are three:
- Navigational Search Queries
- Informational Search Queries
- Transactional Search Queries
While keywords are more commonly discussed in search engine optimization (SEO), this text will focus on search queries. Let’s explore these three types and how to tailor your website content for them.
Navigational Search Queries
Defining Navigational Search Queries
These queries aim to locate a specific website or page. For instance, typing “youtube” into Google is a navigational query, just like using a bookmark. Unsurprisingly, “facebook” and “youtube” are the top two searches on Google due to their navigational nature.
Targeting Navigational Search Queries
Targeting these queries is challenging unless you own the desired site. Their intent is clear – users seek a particular site. Google recognizes this as a “go query” according to some reports and limits first-page results for such brands to seven, decreasing overall organic listings by 5.5%. However, what seems like a navigational query might not be. Someone searching “facebook” could be after company news. Tip: Secure your brand’s navigational query. Aim for the top organic and sponsored results for your brand or company name. Brad Geddes has pointed out, “purchasing keywords, even if organically ranked, is often worthwhile” as it can increase overall profits. Branded keywords usually attract both clicks and conversions.
Informational Search Queries
Defining Informational Search Queries
Wikipedia defines these as “Queries covering a broad topic (e.g., colorado or trucks) with potentially thousands of relevant results.” These users seek information, not a specific site or transaction. They want answers or instructions. Utilize our complimentary Google Ads Performance Grader to identify budget-draining keywords!
Targeting Informational Search Queries
Monetizing these queries is tough, prompting Google’s Knowledge Graph implementation. The optimal approach is high-quality SEO content offering genuinely useful information. Despite drawbacks, Wikipedia excels at this for various topics, ranking highly due to relevance and a strong link profile. However, there’s room for improvement. That’s where you come in! Consider these methods to attract traffic and leads through organic search:
- Blog post with helpful tips: A PR consultant could write about creating press releases.
- Relevant how-to video: Like this home improvement expert’s video on how to build a tree house.
- Detailed step-by-step guide: SEOmoz’s excellent beginner’s guide to SEO is a good example.
- Illustrative infographic: Consider our infographic on Google Ads auctions.
Be creative with informational content. Focus on becoming a trusted source, not forcefully promoting products. This builds brand awareness. Answering a searcher’s query increases the likelihood they’ll remember you when needing your services. For more content marketing guidance, explore these posts:
- Aligning Keyword & Content Types with Business Goals
- How to Rank for a Keyword in 10 Steps
- A Beginner’s Guide to Content Strategy for the Web: 10 Things You Need to Know
Transactional Search Queries
Defining Transactional Search Queries
These indicate a purchase intent. They might include brand and product names (“samsung galaxy s3”), generic terms (“iced coffee maker”), or words like “buy,” “purchase,” or “order.” Such searches suggest imminent purchase consideration, placing users at the bottom of the conversion funnel. Many local searches (“Denver wine shop”) also fall under this category.
Vertical searches, a subset of transactional queries, involve industry-specific transactions. Examples include local, restaurant, hotel, and flight searches. Google’s recent focus on these searches has sparked antitrust concerns.
Targeting Transactional Search Queries
A two-pronged approach is recommended. While organic content like product pages and local SEO have their place, consider PPC (Pay-Per-Click) advertising. Here’s why:
- High ROI potential: Paid ads are effective when users seek specific products.
- SERP Dominance: Sponsored results occupy significant space on commercial/transactional searches, making PPC crucial for above-the-fold visibility.
- Enhanced Ad Features: Google offers features like product images in sponsored ads, unlike limited organic options.
- Higher Click-Through Rates: In one study, high commercial intent queries saw twice as many clicks on paid versus organic results. This is likely due to prominent ad placement, attractive formats, and users’ inability to differentiate between ads and organic results. Note: Commercial queries are a small part of overall searches; organic still gets the most clicks (learn more here).
These reasons make AdWords suitable for transactional queries, offering a scalable and cost-effective way to generate leads and sales. However, for increased traffic, focus on SEO content creation due to the higher volume of informational queries. Have questions about these search query types and their implications for SEO? Share them in the comments!