And How To Target Them
The 3 Types Of SEARCH QUERIES
What is a search query?
A search query is a phrase or a string of words entered by a user when navigating through search engines such as Google and Bing. The three types of search queries are: NAVIGATIONAL, TRANSACTIONAL, and INFORMATIONAL.
A navigational query is a type of query where users usually have specific websites in mind. So, for example, when someone is looking for the Apple website, they would enter "Apple.com" or simply "Apple" in the search bar. In a navigational query, the user doesn't necessarily have the intent to buy a product just yet. Moreover, a navigational search is also performed when someone isn't sure of the exact address. Therefore, users type in the name of the brand or company to get the web address.
Navigational Query Example
Targeting Navigational Search Queries
Unlike other search queries, you can't really target navigational queries because users have specific sites in mind. And if it isn't yours, your site won't matter. Your focus, in this case, should be enhancing your brand recognition, which will help increase brand awareness and eventually get your site popular on search engines. Therefore, you should make sure that your site appears on top of the search result.
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A transactional query is when the user is looking to make a purchase. They have done their research and have a clear intent. Words that are usually included in transactional search phrases are "purchase," "buy," "order," "download."
Transactional Query Example
Targeting Transactional Search Queries
In transactional queries, users have done their research and have a clear intent to purchase. Therefore, they're considered to be at the end of the funnel. Marketing efforts such as PPC and SEO strategies are some effective ways to target this type of query. Successful implementation of these strategies can maximize your ROI(Return on Investment).
Just as the term suggests, here users are looking for information. In other words, they're doing their research. Words that are usually used in this search query are "Who," What," "Why," "Where," and the specific name of the product.
Information Query Example
Targeting Informational Search Queries
Since users are in the research phase, one of the most effective ways to target this query is by providing information such as blogs and articles. Make sure these blogs and articles can help users find the solution to their problems.