Each owner of the Internet portal wants to see his project in the top of search queries. In order to correctly promote the site, the first thing you need to compare the existing visitors with the desired. If these categories do not match, then the optimizer should change the strategy of website promotion to a more suitable 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, phrase, or a whole sentence that a person drives into a search string. 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 qualitatively optimize the site, you need to know the types and types of search queries.
Simply put, all you drive into Google, Yandex, or any other system is search queries.
Information
An information request implies that the user needs to find certain information, instructions or a recipe. This type of search query is characterized by deep search: the user can browse through dozens of sites to find comprehensive information. Also, information requests often contain the words: how, when, why, why, reviews. This should be taken into account by the optimizer.
Examples:
- Jim Carrey's biography;
- how to clean suede shoes;
- why beavers build dams;
- types of sailing.
Information queries are often issued by sites that are informative in nature and do not pursue commercial goals. 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 when ranking.
Navigational
Navigation queries are entered to find a specific site. A 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 that are not related to your brand to the semantic core of the site. People will pay attention not only to the position of the site when issuing, but also to the logo and address.
Transactional
Transactional requests indicate the user's intention to perform a specific action, i.e. a transaction. Such requests will contain the words: buy, download, register, order.
Examples:
- buy iPhone 5s;
- order pizza at home Moscow;
- download google chrome;
- register on facebook.
Transactional requests most successfully promote a commercial site, so SEO specialists should pay special attention to them. This type of search query leads the target audience, which is ready to leave money on the site. That is why there is the highest competition and the importance of factors such as design, ease of navigation on the site, assortment of products 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:
- video with cats;
- wedding dresses photo;
- Eegor Creed's new album listen online;
- game of thrones season 7 watch for free.
Website promotion 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 borne in mind that multimedia files significantly increase the convenience of perceiving information and fill the site with visual materials.
Are common
General queries cannot be attributed to any of the main types of search queries. A user who enters a general query into the search bar does not search for a specific site or anything specific at all. Typically, these queries 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: buy a coat, see 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 - because they are often informational in nature. Therefore, you need to think carefully about whether the general cost requests for their promotion are worth it.
Types of search queries
In addition to types of search queries, they are classified into views by 4 parameters.
- Frequency - determines whether a popular query or not, that is, how often it is driven by users into the search bar. They are divided into high-frequency (searched for more than 5000 times / month), medium-frequency (500-5000 times / month), low-frequency (less than 500 times / month) and micron-frequency (0-10 times / month). Figures may vary depending on the search engine; Here are the indicators of Yandex.
- Competitiveness - the ratio of the quality of content and the number of sites that are promoted by this request. They are divided into highly competitive (buy a smartphone), medium-competitive (buy a Samsung smartphone) and low-competitive (buy a Samsung Galaxy A7).
- The value level of search queries reflects the benefits that the user will receive. They are divided into two types: commercial (buy iron, order hosting) and non-commercial, they are also information (origami history, news of the Krasnodar Territory).
- Geo-dependency displays the request binding to a specific region or its absence. There are geo-dependent requests (showrooms in Moscow, plumber Ryazan) and geo-independent requests (online movies, study guides 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.