If you are involved in digital marketing or SEO, then search queries are the lifeblood of your industry. What people search, why they search it, and how Google tries to predict this are all vital things to consider. At Dreamscape Marketing, we take user search intent very seriously as we design our SEO campaign management.
How is Search Query Intent Different Than Keywords?
In the search engine optimization and conversion rate optimization fields, it seems that keywords get all the attention. They are more prominent in industry discussions and are of greater focuses for most marketing agencies. However, keywords are just one part of the puzzle. Keywords are the abstract, consolidated version of search queries.
A search query is what someone types into the search box. If someone searches “heroin addiction treatment,” another person searches “does addiction treatment work,” and a third person searches “addiction treatment near me,” all three searches would have the same keyword: addiction treatment. However, these search queries are not just semantically different from each other, despite having the same keyword.
They might all have different unique search query intent. Understanding this intent affects everything from conversion rates to the way a user navigates the results page of Google. Understanding intent could mean everything in some cases.
Different Categories of Search Query Intent
There are three main categories of user search intent. They each have their own effect on digital marketing.
Navigational Search Queries
People makes these search queries because they intend to find a specific website. An example of this would be Googling Facebook or Youtube. This type of search query intent is very common, but has little to no value to an SEO marketing company. Unless you own the domain the person is looking for, the chances that he or she will stumble upon your site are small. What’s more, the chance that said person would then stay on your site is virtually nonexistent.
However, it’s worth mentioning that there are some search queries that may appear to be navigational, but aren’t. For instance, if a person Googled “Starbucks” in order to read about a news story involving Starbucks as opposed to trying to get to the Starbucks website.
Informational Search Queries
An information search query is a type of search query intent that is looking for information on a broad topic. The query could be completely general, such as “World War II,” or more specific. An example of a more specific informational search query would be the aforementioned “does addiction treatment work.” The person searching that isn’t necessarily looking to sign up for a service right now, and they probably aren’t looking for one particular website either.
These types of search queries can be tricky to engage with on a marketing level. Many companies try unsuccessfully to target the informational query market. The lack of success is usually due to the fact that many agencies create lackluster articles that don’t answer real questions, opting instead to just shove a product in the users face. In order to successfully engage with the informational query market, the first step is to make well-designed, helpful, SEO-rich content.
Transactional Search Queries
These are searches that are made with the intent to engage in some kind of transaction, usually purchasing. An example of this might be “Playstation 4,” or the aforementioned “addiction treatment near me.” Targeting these kinds of queries are essential for any digital marketing agency. Users who are searching these kinds of words are what good conversion rates are made of.
If you want an agency that can balance keyword research with accurate predictions of search query intent, then you want Dreamscape Marketing. Our search engine optimization campaigns and content marketing take every factor into account. We want your growth to happen organically, ethically, and reliably. If you are ready to take your web presence to the next level, call us at 888.307.7304.