Contents
- What are geo-dependent queries?
- Types of search queries
- Characteristics of informational and navigational queries
- Transactional queries and their features
- How to make a query geo-independent?
- SEO for local businesses
What are geo-dependent queries?
Geo-dependent queries are search queries whose results vary depending on the user's location. This means that the same query can yield completely different results for users in different parts of the country or the world. Understanding this concept is crucial for digital marketing and SEO strategies.
Types of search queries
There are four main types of search queries:
- Transactional: Queries related to purchasing goods or services.
- Informational: Users are searching for specific information.
- Navigational: Queries through which users try to find a specific website.
- General: Queries where it is unclear what exactly the user is looking for.
Characteristics of informational and navigational queries
Search results for informational and navigational queries are generally universal and the same for users from different regions. For example, the query "how to bathe a cat" will lead to websites that contain similar information, regardless of the user's location. This is an example of a geo-independent query that does not depend on geographical location.
Transactional queries and their features
Unlike informational and navigational queries, transactional queries are geo-dependent. When users are looking for the opportunity to buy something, they typically prefer to do so in their own region. Search engines track such phrases and determine the user's location to provide the most relevant offers from local organizations.
How to make a query geo-independent?
An interesting aspect is that adding the name of a locality to a transactional query, such as "Buy a sofa in Omsk," makes it geo-independent. In this case, search results will be the same for all users, as the search engine will not determine their geolocation. This allows for avoiding locality ties, providing users with standard offers.
SEO for local businesses
Promotion through geographically tied queries significantly reduces the level of competition in search engines. This is particularly relevant for local businesses, such as shops and service companies. Regional firms will only compete among themselves, making SEO strategies more effective.
For example, the general query "sofa" is recorded 850,000 times. However, in Moscow, this query is made four times less frequently, in St. Petersburg—seventeen times less, and in other cities—even less. This illustrates how important it is to consider geographical ties when developing marketing strategies.