Keywords are crucial… but is that all there is?
You’ve probably heard about keywords? Search engines use them to help users navigate their way to relevant web pages.
But, do you know about search queries?
A search query is a real-life phrase, or combination of keywords, that users write in search engines.
For example, keywords relate to a particular content or topic, like: ‘jubilee', 'queen' and 'concert’. But, a search query is the ‘real-life’ question that users would type in the search bar, like:
‘When is the queen's jubilee parade’,
‘How can I watch the jubilee concert on TV’
‘What time is the jubilee concert’
The difference between keywords and search queries
keyword: what the site is targeting
search query: what the user wants to find
Hitting the right keywords might make your website rank higher, but your webpage will be more effective if you turn your keywords into search queries.
Why do search queries matter?
Search queries help make sure that when users end up on your webpage, they find what they are looking for. Rather than information that uses the same keywords they’ve searched for…
For example, the keywords ‘local’ ‘shed’ ‘painter’ could direct users to a website selling shed paint, when what the user really wanted was to hire someone locally who would paint their shed.
Different types of search queries
People search online for different reasons. Sometimes looking for answers, or advice. Other times they’re shopping or want entertainment. Most reasons fit into the three different types of search queries: Information, Navigation and Transaction.
Informational - users are asking a question. For example: how to grow tomatoes, or how to make a cake.
Most of the search queries in this category are questions. They’ll start with words like: ‘how’, ‘why’ and ‘what’
Navigational - people making navigational search queries usually know a bit more about what they are looking for. They are hoping their search will lead them to a webpage about something specific. Such a product or brand.
E.g: gift christmas oxfam
Transactional - this type of search query explains itself. Users are making searches to buy something.
They are filled with keywords like, ‘order’, ‘reserve’ or ‘buy’.
How to include search queries on your website
1. Informational search query
It’s an impossible task to capture all the questions that your potential website users could search. It’s difficult to narrow down information. But here are some ideas:
Provide good quality information about your subject matter. If your website content is easy to read, understand and gives helpful information using keywords about your subject matter - then you’re probably answering the search query questions users are asking.
Displaying information: use infographics, instructional videos, step-by-step instruction and tips. Make your content interesting and easy to digest.
2. Navigational search query
These search queries are prescriptive. Taking people directly to what they are searching for, like the example of a ‘christmas gift from oxfam’. Navigational search queries are difficult to predict. But, there are tips to make sure that people searching for your brand, or the products/services that you provide find your website.
Include your brand name on your services and products pages
Give details and names of the services you provide
List the products and services that you sell making them easy to find
3. Transactional search query
The best way to rank highly for transactional search queries, and help people find the information they are looking for on your website, is through paid searches. Paying for ads that include search queries that direct people to your site.
Need Help with appearing for the right search queries?
How do you know what queries to include on your website?
You can use Google Search Engine Console to help you find out what users are searching for.
We can help you find out what keywords you could rank highly for and should be using when writing your search queries.
If you have a transactional element to your website, we can help you understand and make the most of the paid search advertising world.
Want to know more about search queries and work out the winners to include on your website? Use our contact form to get in touch and we’ll get back to you ASAP.