3 Types of Search Queries That Can Boost Your Site’s Findability

What Are Search Queries?

Search queries are the words users type into search engines to find a particular result. For example, if you wanted information about the website creation, you might enter "how-to-build-a-website" as a search query.

So, a search query is a phrase or keyword combination entered into a search engine to find something of interest. When you enter a search query, you're telling the search engine what you want it to look for. The results that come back are websites that match your query. Rankings appear in order of how relevant they are to your keywords.

What Is a Search Intent?

The intent is the action you want to take once you come across a particular website. When someone performs a search on the internet, they are looking for something specific. This is what is known as "search intent." Marketers can use this information to improve their SEO strategies and increase traffic from searches.

Why Is a Search Intent Important for Businesses?

The search intent of a website is important for businesses because it influences the traffic and engagement rates which, in turn, impact your SEO rankings. Search engines look at the information that a website provides to determine its relevancy and ability to answer a user's query.

Understanding user intent is important for marketers because it allows them to figure out what type of content people want when they perform a search. By creating content that meets the needs of searchers, marketers can improve their chances of ranking high on search engine results pages (SERPs).

Understanding 3 Main Types of Search Query

Informational Search Queries

Informational search queries are one of the earliest forms of entry that users employ on Google. They are usually information-oriented, and users generally use these types of searches when they need:

• Guidance
• Background information
• Specific information about a topic or product - the customer acts without concrete intention to purchase anything or any wish to seek out a landing page.

An informational search query is a question that does not seek any specific answer but asks for information about something. Informational queries gather more general knowledge on topics - to find out more about a product or service and include the word - what, how do I, how-to, and when will x happen.

In informational searches, users can use an infinite variety of word combinations, and search engines can handle this kind of query very well. 

How to Target Informational Search Query?

Informational search queries are the most challenging ones to monetize but have the potential to give your traffic growth. 

Of course, the best way to target informational search queries is by creating top-notch content. Your mainc goal is to provide value to readers, gain their trust and nurture them further to convert them into customers. With creative and high-quality content, you will have the chance to appear in google search results, improve rankings, raise brand awareness, and acquire more customers. 

Informational search queries are broad, and you will always have content ideas that target specific searches. The informative intentions of the readers can be further nurtured during your customer acquisition process. So, you should take your first steps with them from here!

So, you can use these content types to turbocharge your content marketing growth : 

• Blog posts (how-to guides, pillar pages, checklists)
• Videos
• E-books
• Whitepapers
• Infographics

We recommend you to follow the hub and spoke approach to create topical authority and improve SEO ranking. 

One way to target informational search queries is by using long-tail keywords in your SEO strategy. These words are less competitive than their more general counterparts and can help you rank for relevant searches. Additionally, quality content will help build trust with your audience and increase brand awareness which are important factors for improving your site's findability.

Informational search queries are search queries typed geared towards finding information about a specific topic. You can target informational queries with keyword research, content strategy, and quality SEO tactics like link building. High-quality content, like blog posts, videos, or e-books, can help you rank for informational search queries. "Industry-related topics" are the most effective way to rank in informational search queries.

Navigational Search Queries

Navigational search queries are those that target a certain kind of websites, such as a company's website or a specific web page. The user has no intent to purchase anything or complete any other objective; they are simply looking for the website address. Typing in the full URL is an alternative to conducting a navigational search, but many users do not know the exact web address or spell it correctly. Thus, navigational searches are conducted when users are unsure of the correct web address.

People use navigational search queries when they want to go directly to a certain website. For example, they may not know the exact web address or the correct spelling, so they'll use keywords related to the site they're looking for. This type of search is especially common when people are using their mobile devices, as it's often more difficult to type in full URLs. Some examples of navigational searches include "Amazon," "Facebook," and "Twitter."

For example, a person may conduct a navigational search for "Amazon" because they know that is where they want to buy something, but not necessarily the exact web address. Typing in the full URL is an alternative to conducting a navigational search.

Is It Possible to Target Navigational Searches?

You can not target a navigational search query as you can not appear in any search unless someone googles your company name or service. Also, there is no chance of organically appearing in your competitor's search queries. So, the nature of navigational user intent is straightforward and single-focused.  

When people search for navigational queries, they know what they want, and any other source will be irrelevant. Google also mentioned and classified navigational search as go query and decided to reduce the number of results displayed for them. 

But, the good news is that if you have the right to your company's navigational search queries, you can maximize the opportunity to optimize them for searches. 

How to Optimize for Navigational Search Results?

Firstly, let's google the name of your company and check whether you are ranking first for the keyword or not. If not, follow our tips and tricks.

The key is to signal Google about your existence and include all the relevant information about your business. 

• Brand name
• Product/service name
• Location

Also, the other way to improve your presence is through pay-per-click ads. 

Transactional Search Queries

Transactional search queries are a type of search query that users conduct when looking to buy a product or service.

Transactional search queries typically have specific patterns, and formats include both verbs such as "buy" and specific product names like "Airpod". Transactional search engines will provide relevant websites and products that match the query's pattern.

In contrast to informational or navigational searches, transactional searchers are closer to conversion because they're looking for a particular product or service. Usually, companies focused on transactional types of searches rank well for product listings.

We can divide transactional search queries into three categories:

1. Brand-focused - a person is looking for a specific product and knows the name of the company they want to buy from, for instance, rebook shoes.
2. Generic searches - a person knows what products to buy but has not selected a company he wants to buy from. For example, "the best tool for SEO keyword research".
3. Vertical searches - if someone typed in "London hotels," which would be considered a vertical search because it's specific to London and not just any hotel in the world.

How to Target Transactional Search Queries?

To get in rankings for transactional search queries you should optimize your services or product listing, and category pages. Here are the tips and tricks for targeting transactional search queries

• Create the page with valuable information that resonates with your target audience and emphasize their painpoints
• Craft product descriptions that will drive leads to your page. Highlight all the necessary product benefits and features: color, size, price, etc. 
• Optimize the pages for relevant keywords in your content, meta descriptions, title tags, alt tags, headings, etc.
• Add CTA (call to action) to push readers for further actions - download, subscribe, book a call, etc.

So, product listings, services, and category pages are your keys to getting success for transactional search query rankings. Keywords and other technical elements are crucial but do not forget to give your readers value.

The more value your content has, the more chance you have to acquire customers.

Also, you can use PPC ads to strengthen your position in search results. Due to its high purchase intent, PPC ads will do the job for transactional queries. 

Let's say you created the landing page and invested in PPC. Your landing page will appear in top places for various keyword variations making your customers inclined to click and interact with your page. 

If you invest in PPC, your valuable services s will appear in top places.

For example, for the keyword "bread maker", you can see the ad for Kuihongmachine displayed in the first place. 

Match Content-Type and Guide Readers to Every Marketing Funnel Stage (Buyers' Journey)

At this stage, the customer has perceived the essence of the problem and is hunting for solutions. Probably, users never explored either your business or industry. They do not think about completing sales, but their time will come. Imagine you are walking on the streets and glancing at the counters of shops.

If you want to catch these customers, you need to provide content around the awareness stage. So, you should search for queries for the initial stage and provide helpful erudition.

Top of the Funnel (TOFU)

Here, everything is about building brand awareness. It is your first interaction with a potential customer, so you should try to establish trust. At this stage, the customer has a problem and is looking for information. 

Probably, users have never explored either your business or industry. They do not think about completing sales, but their time will come. Imagine you are just walking on the streets and partially glancing at the counters of shops.

If you want to catch these customers, you need to provide content around the awareness stage. So, you should search for queries for the initial stage and provide helpful erudition.

Your intentions for the top of the funnel would be

1. Increasing Brand Awareness - tattoo information in people's minds that you exist and stand for something. Improving visibility is the fundamental point that you want to start working on as soon as possible.
2. Provide the Value - there is no need for sales pitches or plastic catchwords. Readers will ignore that in an ideal situation, but they could leave your website too. 
3. Aim for Informational Keywords - focus on informational queries and help customers explore more. You can write an article: What are Keywords? 

Educate your audience. Great brands make customers better, different, and more confident. 

Middle of the Funnel (MOFU)

Customers have triumphantly overcome the awareness phase and are getting closer to making a purchase. But the tricky point is that they are not sure what and where to buy. From here, you should start appearing under the nose of readers. They are valuable to you. Try your best not to let them go. 

Imagine that your readers are familiar with the concept of keywords. They are searching for multiple options. They want to buy keyword research tools and discuss the possibilities. You can build content around how to use your keyword research tool.

Your SEO goals would be

1. Establish Authority in search results - now it is your time to demonstrate your expertise and win the hearts of customers. People believe in action rather than words. Make sure that you deliver well-researched and helpful material. The working attitude will help your website climb the top stages of search results.
2. Push Users Towards the Purchase - providing valuable insights and demonstrating expertise alone is not enough. For example, include a call to action (CTA) to create the desire to read, buy, subscribe, etc
3. Target Medium and Long-Tail Keywords - since we are climbing the ladder into the converting stage, it would be best to target medium keywords. Users are now interested in in-depth questions, comparisons, or checklists.

Bottom of the Funnel (BOFU)

People have become acquainted with your business, read the articles, and take the initiative. They are seriously considering using your product or services. What is left is a little magic of persuasion to complete the action. But do not slacken yourself! You are not the only alternative.

SEO goals and intentions for the bottom of the funnel look like this

1. Target Transactional Keywords - play a vital role in completing purchases. Try to fill every informational void that is not covered yet. Transactional keywords include words like brand name, product name, purchase, buy, price, etc.
2. Promote Your Service - do not be shy to promote your service or product. Describe why you are the best choice out of all! Send them demos, price comparisons, case studies, free trial offers, etc. Also, You can include social proof too and Let others speak about you. Testimonials are a great way to show social proof, allowing actual customers to share their opinions.

Conclusion

able to reach a wider audience and attract more potential customers.

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