Each owner of an Internet portal wants to see his project in the top search queries. In order to competently promote the site, the first step is to match the existing visitors with the desired ones. If these categories do not match, then the optimizer should change the website promotion strategy to a more appropriate one. He needs to use those keywords that will attract the target audience to the site. In order to better understand this, you need to study the types of search queries.
What is a search query
Search query is the main base of SEO. The search query itself can be a word, a phrase, or an entire sentence that a person types into the search box. The list of sites that the search engine will give you will be compiled according to certain rules. The main role in the ranking is played by the search word, which should be the key word on the site page and repeated several times. In order to optimize the site qualitatively, you need to know the types and types of search queries.
To put it simply, everything you type into Google, Yandex or any other system is search queries.
Informational
An information query implies that the user needs to find specific information, instructions, or a recipe. This type of search query is characterized by deep search: the user can browse dozens of sites to find comprehensive information. Also, information requests often contain words: how, when, why, why, reviews. This needs to be taken into account by the optimizer.
Examples:
- Jim Carrey biography;
- how to clean suede shoes;
- why beavers build dams;
- types of sailing.
Information requests are often issued by sites that are educational in nature and do not pursue commercial purposes. Therefore, the optimizer needs to take into account that the search engine will take into account the factors of the subject of the resource and the level of trust in the site. And commercial links to other sites will not be decisive in ranking.
Navigation
Navigation queries are entered to find a specific site. The user uses a navigation query if he does not remember the exact address of the site or it is easier for him to find it in a search engine.
Examples:
- VK;
- lamoda;
- wikipedia;
- classmates ru.
It makes no sense to add navigation queries to the semantic core of the site that are not related to your brand. People will pay attention not only to the position of the site in the issuance, but also to the logo and address.
Transactional
Transactional requests show intentuser to perform a certain action, that is, a transaction. Such requests will contain the words: buy, download, register, order.
Examples:
- buy an iPhone 5s;
- order pizza at home Moscow;
- download google chrome;
- register on facebook.
Transactional queries are the most successful in promoting a commercial site, so SEO specialists should pay special attention to them. This type of search queries leads to the target audience, which is ready to leave money on the site. That is why there is the highest competition here and the importance of factors such as design, ease of navigation on the site, product range and prices is increasing.
Multimedia
Multimedia queries are aimed at searching for video, audio, photos and other multimedia files. A fairly common type of query in search engines.
Examples:
- cat videos;
- wedding dresses photo;
- Eegor Creed's new album listen online;
- Game of Thrones season 7 watch for free.
Promotion of the site for these requests is not very productive. The first lines are occupied by large sites like YouTube, Yandex. Music and Pinterest. Nevertheless, it should be taken into account that multimedia files significantly increase the convenience of information perception and fill the site with visual materials.
General
General queries cannot be attributed to any of the main types of search queries. The user whoenters a general query into the search bar, does not look for a specific site or anything specific at all. Usually such requests are very short: they consist of one or two words.
Examples:
- laptops;
- coat;
- cacti;
- swimming.
Based on these requests, it is impossible to understand what the user wants: to buy a coat, look at the styles, or just find out the prices.
Promoting a site for general queries can be quite difficult, because often they have too much competition. At the same time, the conversion of users who visited the site is very small - after all, they are often informational in nature. Therefore, you need to think carefully about whether general requests are worth the cost of promoting them.
Types of search queries
In addition to the types of search queries, they are classified into types according to 4 parameters.
- Frequency - determines whether a query is popular or not, that is, with what frequency it is driven into the search line by users. They are divided into high-frequency (search more than 5000 times / month), mid-frequency (500-5000 times / month), low-frequency (less than 500 times / month) and micro-low frequency (0-10 times / month). The numbers may vary depending on the search engine; here are Yandex indicators.
- Competitiveness - the ratio of the quality of content and the number of sites that are promoted for this request. They are divided into highly competitive (buy a smartphone), medium competitive (buy a Samsung smartphone) andlow competitive (buy Samsung Galaxy A7).
- The level of value of search queries reflects the benefit that the user will receive. They are divided into two types: commercial (buy an iron, order hosting) and non-commercial, they are also informational (origami history, news of the Krasnodar Territory).
- Geo-dependency displays the linking of the request to a certain region or its absence. There are geo-dependent requests (showrooms in Moscow, a plumber in Ryazan) and geo-independent ones (online movies, textbooks for students).
Knowing the types and types of search queries greatly simplifies the work of SEO specialists. With the help of classification, it is much easier to determine which search queries will most successfully promote the site: transactional for a commercial organization, informational for a popular science magazine or forum, multimedia for video hosting. The main thing is to know exactly what function the site performs and what purpose its creators pursue.
