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What are search queries
A search query is a word or phrase used by users to search for information in search engines. Each internet user comes with their own intentions: some seek to gain encyclopedic knowledge, while others look for, for example, new clothes to purchase. All queries are classified based on user goals. For instance, queries containing the word "buy" are categorized as transactional or commercial, indicating the user's readiness to make a purchase.
Professionals, such as site administrators, marketers, and SEO experts, analyze information about search queries to improve their websites' visibility in search results and set up contextual advertising. Statistical data concerning search queries is collected through specialized services, such as Wordstat from Yandex.
Types of search queries
By purpose
- Informational queries. These queries are made by users seeking to learn something new. For example, "how to clean a pineapple" or "how to clean a pineapple video." They often start with interrogative words like "how," "why," and "what for." Companies use keywords from such queries to promote their informational resources.
- Navigational queries. These queries are related to searching for a specific company or brand. Users use them when they do not know the exact website address. For example, the query "Gloria Jeans" will direct them to the page of the company that produces denim clothing.
- Transactional queries. These are queries that users enter when they want to buy something or find out prices. Mentions like "buy," "price," or "delivery" are characteristic of such queries.
- General queries. They consist of single words whose purpose remains undefined, such as "chair" or "smartphone." These queries are challenging to analyze and may lead to non-target audiences visiting the site.
By geography
- Geo-dependent queries. These queries depend on the user's location. The search engine determines their location via their IP address, and relevant results will be offered based on this location.
- Geo-independent queries. These queries do not depend on the user's location. For example, such queries might include cooking recipes or scientific facts that remain unchanged regardless of where the user is located.
Queries by frequency
- High-frequency queries. These are the most popular phrases that users enter more than 10,000 times a month. Competition for such queries is very high.
- Medium-frequency queries. These queries appear from 1,000 to 10,000 times a month and are often more specific. Competition for them is lower, and the chance of appearing on the first page of search results is higher.
- Low-frequency queries. They are entered less than 1,000 times a month and consist of long phrases. Competition for them is minimal, making them suitable for new startups and specialized projects.
Why track search queries
Tracking search queries is critical for website promotion. When a user enters a query, the search engine selects the most relevant websites based on keywords. SEO specialists research keywords and their frequency using various tools to optimize content on the site, including articles and commercial pages.
Additionally, search queries are important for contextual advertising. Advertisers can choose which keywords they want to promote, allowing them to attract more traffic and increase the visibility of their ads in search results.