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Content
• Types of Search Queries
• Types of Search Queries by Factors
• Frequency
• Value
• Geo-dependence
• Competition
• Types of Search Queries by Intent
• Informational
• Navigational
• Transactional
• Summary
Types of Search Queries
A search query is a word or phrase that people use to obtain the necessary information from search engines.
This concept is important for people who have websites or are engaged in their optimization.
Search engines continue to be the main source of web traffic. Moreover, the basis of search engine promotion is the website's semantic core - a structured list of keywords, by which users should find the website.
There is a standard classifier of queries, which distinguishes their types. It is important to understand how and what keywords to use for successful promotion.
Types of Search Queries by Factors
Search queries are conventionally divided into the following types according to classification factors:
• frequency,
• value,
• geo-dependence,
• competition.
Here are the features and characteristics of each type:
Frequency
Based on frequency, we distinguish the following types of search queries:
• High Frequency (HF)
• Medium Frequency (MF)
• Low Frequency (LF)
• High Frequency (HF) - these are the most common and, as a rule, short expressions and individual words. It is difficult to enter the top 10 search results for such queries due to high competition. At the same time, high-frequency traffic is often not targeted due to overly general semantic orientation.
• Medium Frequency (MF) - these are common but more specific queries and a good source of conversion traffic.
• Low Frequency (LF) - such expressions are quite rarely used in searches. It is easy to get into the top positions through them. Due to a high degree of specificity, low-frequency traffic stands out for its high conversion rate. This is explained by the fact that users who enter such queries know exactly what they are looking for. Attracting such traffic is most appropriate for the promotion of online stores.
It should be noted that it is impossible to determine the exact frequency of searches without studying the industry.
For example, in the field of mobile phone case sales, a query may be used more than 1,000 times a month, but at the same time remain of medium or even low frequency. And in the field of industrial equipment spare parts supply, a query that was used 20 times in the last month can be considered high frequency.
Value
By this parameter, words are divided in order to assess their monetary prospect for a specific website. According to value, keywords can be:
• commercial - such queries, the nature of which makes it possible to determine the user's interest in purchasing a particular product or service.
• non-commercial - such queries have an informational nature. This category also includes search expressions by which people are looking for guides that allow them to do something on their own.
Commercial queries correspond to the optimization of an online store. If this fact is not taken into account, the site will receive a large amount of non-targeted traffic.
Geo-dependence
The geographic dependence of the search expression must be taken into account when forming the semantic core. By this parameter, the following types of search queries are distinguished:
• geo-dependent - these are queries that have a close connection with a specific geographical location. The composition of the expression must necessarily include definitive words, for example, "in Yerevan", "in Kashatagh", "in the Kotayk region", "in Moscow". The search engine always determines the user's location in order to generate appropriate search results for them. Therefore, the search results will be different for different geographical locations. This should be taken into account when selecting keywords for regional promotion.
• geo-independent - these queries are not related to any particular region. For example, if we search for "sunset photos", the results will be the same for different regions.
Competition
If search queries are differentiated according to their competition level, the following can be distinguished:
• high competition (HC),
• medium competition (MC),
• low competition (LC).
When promoting a new website, it is advisable to focus on expressions with a low and medium level of competition.
Types of Search Queries by Intent
When preparing the semantic core for promotion, it is also important to take into account the types of queries. In this classification, search expressions are divided into the following categories:
Informational. This is the most common type of query on the Internet. Usually they are formed in the form of an interrogative sentence, using words like "what for", "how", "why", "what to do". An example of an informational search query could be "how to change tires on my own".
Navigational. With the help of such queries, people are looking for other websites on the Internet. This type is not very common, as it is characteristic of novice Internet users. Typical navigational queries are "Facebook website", "Odnoklassniki website", and similar structures. This category also includes expressions that include brand names, such as "Evocabank website".
Transactional. People who want to perform a specific target action use this type of queries. Such expressions include words like "buy", "order", "download", and the like.
In addition, some classifications also distinguish multimedia queries, which are used to search for music, video, GIFs, and similar media content, as well as general queries - such search expressions that cannot be unambiguously classified into any of the above types.
Summary
The ability to correctly classify the types of search queries is a necessary condition for website promotion on Google and Yandex. Therefore, it is necessary to study and differentiate the types of search queries. This will help to correctly compose and fill the semantic core, on which the structure of the site and, accordingly, the visibility of the site in the search results largely depend.
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