Types of Search Queries
When it comes to SEO, it’s important to know and understand the different types of search queries – Navigational, Informational and Transactional – so that you can tweak your strategy accordingly. Once you’re confident with each definition and can identify each search type it’s then much easier to create keywords groups which can lead to exciting and relevant content production. So, let’s delve into each of these search types in more detail.
What is a Navigational Search?
Navigational searches are requests that establish that the user wants to visit a specific site or find a certain vendor. For example, if someone types in Netflix, Apple, Facebook or YouTube into Google, it’s pretty clear where they want to go. Many users type website names into Google’s search bar instead of entering the URL in a browser’s navigation bar or using a bookmark. Navigational searches can include brand names or specific products. For example, ‘iPhone 12 Amazon’ can be considered a navigational search as someone knows where they want to buy a specific product from. In a search like this, Amazon will take prime position.
How Should You Target Navigational Search Queries?Â
Navigational searches have a clear intent. The user knows exactly where they want to go. So the best way to rank for this kind of search is to make sure you own your brand’s navigational search query. Ideally, you should appear in both the top organic spot and as the top sponsored result in a search that features your brand or company name. Make sure you have a solid SEO strategy around key brand terms and invest in PPC to drive clicks and conversions.
What is an Informational Search Query?
As the name suggests, information searches are the result of someone wanting to find out information. They are probably not looking for a specific site as with a navigational search, but they may use certain keyword modifiers which help SEO experts to identify the type of search that’s being made. These include who, what when, where, why, how, guide, tutorial, tips and such like.
How Should You Target Informational Search Queries?
Search marketing requires good keyword research. Once you know what people are typing to find your content, you can then start to target informational searches more specifically. The best way to do this is to provide content that’s useful and relevant to common queries. You could write question and answer content, a whole blog full of tips or create a how-to video. You could write a step-by-step guide of how to use a product or design an infographic that illustrates a specific concept.
What is a Transactional Search Query?
Transactional search queries happen when someone wants to buy something. They might simply type in a brand and product name. Or they might also combine a brand and product name with transactional keyword modifiers such as buy, coupon, order, purchase, price and cheap. Transactional search queries are exciting as they show a consumer is at the business end of the conversion funnel. In other words, they’re about to whip out their credit card so long as you provide them with content that’s easy to find and helpful.
How Should You Target Transactional Search Queries?
One of the most important ways to target transactional search queries is to create well-optimised product pages with clear calls to action and easy payment processes. A PPC strategy for transactional keywords can also gain your more visibility above the fold. Sponsored ads combined with an organic SEO strategy that also targets informational search queries can help you gain results.
Contact Whitefish Marketing today for expert SEO and PPC advice specifically tailored to your brand.
