The Right Keywords to Capture Search Queries
1.9.2022
The Right Keywords to Capture Search Queries
Everyone probably knows this situation - you googled for a product, service or asked a simple question, clicked on a supposedly suitable website and were dissatisfied with what you found because it didn't answer your question or didn't display the product you were looking for.
The logical consequence is that you leave the site as soon as possible and go to another one. Why does this happen? Websites or even online shops fail to describe to the Google search engine what exactly their function is.
It's obvious that it's a gardening website about flowers, but can you order flower seeds on it? Or is it a blog about tips for gardening in your own garden after all? These different possibilities can cause Google to misinterpret them, which is why a precise description is essential.
This is where keywords come into play. To choose them correctly, it helps you to understand how search queries influence keywords.
What is the difference between a search query and a keyword?
It is not a disadvantage if you understand the difference between the two terms here. Why? Because you choose keywords based on search queries.
Search query
A search query describes the word or words that are typed into the Google search bar.
Keyword
Keywords, on the other hand, are the words you choose to describe your website or online shop, for example by placing them in the title and description. So, if the search query matches your keywords, the probability of a high ranking is increased many times over.
Now, to prevent users from tapping into your website or store, not finding what they were hoping for, and leaving, you first need to know what search query matches what you're offering. Once you know exactly the reason behind a particular search query, you can start selecting the keywords that match it.
What are the types of search queries?
There are three types of search queries, which are described in more detail below.
Navigation search queries
Searches for a specific website or online shop. These can also be understood as brand-related searches.
A navigation search query is a search query that is entered with the intention of finding a specific website or web shop. For example, a user might type "Hellofresh" into the Google search bar. The fact is, if someone is specifically searching for Hellofresh, then the chance of you catching the search query decreases, as users already have a specific destination in mind and are navigating towards it - unless you own the site.
Informational search queries
Someone is looking for information? Then we are talking about an information search query. Here, the customer is not focused on a specific brand and is in discovery mode. They want to compare products or simply inform themselves and learn, which of course offers an opportunity to tap into their search results.
The best way to pick up information search queries are high quality SEO content, such as blog posts, videos, guides, etc. In the best case, this SEO content contains all the information and keywords that are relevant to the search query.
Users in this case are not looking for dance shoes, a dance school or music to dance to, but they want to learn to waltz with the help of the Internet. For this reason, you should not try to sell something in the first place. Rather, "education" should be in the foreground here.
Transactional search queries
Transactional search queries are entered when someone wants to make a purchase, download something, or sign up for something. These search queries are related to products or services. The intent here is to perform an action.
In these search queries, people are about to perform an action, such as a purchase. If you have an online shop, then you enable users to make a transaction and are therefore suitable for transactional search queries.
Transactional searches can contain exact brand and product names (e.g., "Iphone 12 mini") or be generic (e.g., "red shoes"). Likewise, they often contain terms such as "buy", "purchase" or "order".
Search results for this query are pages where you can buy red high heels. The searchers who arrive here have decided to make a purchase. Unlike the informational search query, you won't expect ad-free texts or videos here, but pages that are visibly placed over ads and aimed at a purchase. So the focus here is not education but rather a call to action.
Find the right keywords
You know nu the different types of search queries, but how do you now choose appropriate keywords for them? Here is a guide to keyword discovery:
1. Determine the purpose of your page
Do you have an online shop and sell something? Do you offer information through a blog? Can someone buy directly from your website? Do you offer a service or product?
2. Determine the individual topics of each page
When someone lands on a category page, can they buy products there or is it just a landing page with information about the products you offer?
3. Choose search queries (navigation, information, transaction) that correspond to the offer of your site
Do you want to sell something or just inform? Can you use the keyword "buy" or would it be out of place?
4. Check the competition
Do you have a chance to rank for a specific topic? Check how strong the competition is that appears for this search query and what keywords they use. If the website or store has much more authority than you, it's likely that you won't appear for that search query.
5. Include the chosen keywords in your titles and descriptions
The selection of keywords determines what searchers see and thus also determines the direction of the content. If keywords such as "red shoes" appear in the title, then red shoes are also expected on the page or in the store. Therefore, include them to be attractive for searchers at first sight. How to research keywords effectively you can find in this blog post from us incl. tool tips.
Sources (last accessed 07/05/2022):
- https://www.wordstream.com/blog/ws/2011/05/25/keywords-vs-search-queries
- https://powerdigitalmarketing.com/blog/are-you-choosing-the-right-keywords-a-guide-to-search-intent/#gref
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Everyone probably knows this situation - you googled for a product, service or asked a simple question, clicked on a supposedly suitable website and were dissatisfied with what you found because it didn't answer your question or didn't display the product you were looking for.
The logical consequence is that you leave the site as soon as possible and go to another one. Why does this happen? Websites or even online shops fail to describe to the Google search engine what exactly their function is.
It's obvious that it's a gardening website about flowers, but can you order flower seeds on it? Or is it a blog about tips for gardening in your own garden after all? These different possibilities can cause Google to misinterpret them, which is why a precise description is essential.
This is where keywords come into play. To choose them correctly, it helps you to understand how search queries influence keywords.
What is the difference between a search query and a keyword?
It is not a disadvantage if you understand the difference between the two terms here. Why? Because you choose keywords based on search queries.
Search query
A search query describes the word or words that are typed into the Google search bar.
Keyword
Keywords, on the other hand, are the words you choose to describe your website or online shop, for example by placing them in the title and description. So, if the search query matches your keywords, the probability of a high ranking is increased many times over.
Now, to prevent users from tapping into your website or store, not finding what they were hoping for, and leaving, you first need to know what search query matches what you're offering. Once you know exactly the reason behind a particular search query, you can start selecting the keywords that match it.
What are the types of search queries?
There are three types of search queries, which are described in more detail below.
Navigation search queries
Searches for a specific website or online shop. These can also be understood as brand-related searches.
A navigation search query is a search query that is entered with the intention of finding a specific website or web shop. For example, a user might type "Hellofresh" into the Google search bar. The fact is, if someone is specifically searching for Hellofresh, then the chance of you catching the search query decreases, as users already have a specific destination in mind and are navigating towards it - unless you own the site.
Informational search queries
Someone is looking for information? Then we are talking about an information search query. Here, the customer is not focused on a specific brand and is in discovery mode. They want to compare products or simply inform themselves and learn, which of course offers an opportunity to tap into their search results.
The best way to pick up information search queries are high quality SEO content, such as blog posts, videos, guides, etc. In the best case, this SEO content contains all the information and keywords that are relevant to the search query.
Users in this case are not looking for dance shoes, a dance school or music to dance to, but they want to learn to waltz with the help of the Internet. For this reason, you should not try to sell something in the first place. Rather, "education" should be in the foreground here.
Transactional search queries
Transactional search queries are entered when someone wants to make a purchase, download something, or sign up for something. These search queries are related to products or services. The intent here is to perform an action.
In these search queries, people are about to perform an action, such as a purchase. If you have an online shop, then you enable users to make a transaction and are therefore suitable for transactional search queries.
Transactional searches can contain exact brand and product names (e.g., "Iphone 12 mini") or be generic (e.g., "red shoes"). Likewise, they often contain terms such as "buy", "purchase" or "order".
Search results for this query are pages where you can buy red high heels. The searchers who arrive here have decided to make a purchase. Unlike the informational search query, you won't expect ad-free texts or videos here, but pages that are visibly placed over ads and aimed at a purchase. So the focus here is not education but rather a call to action.
Find the right keywords
You know nu the different types of search queries, but how do you now choose appropriate keywords for them? Here is a guide to keyword discovery:
1. Determine the purpose of your page
Do you have an online shop and sell something? Do you offer information through a blog? Can someone buy directly from your website? Do you offer a service or product?
2. Determine the individual topics of each page
When someone lands on a category page, can they buy products there or is it just a landing page with information about the products you offer?
3. Choose search queries (navigation, information, transaction) that correspond to the offer of your site
Do you want to sell something or just inform? Can you use the keyword "buy" or would it be out of place?
4. Check the competition
Do you have a chance to rank for a specific topic? Check how strong the competition is that appears for this search query and what keywords they use. If the website or store has much more authority than you, it's likely that you won't appear for that search query.
5. Include the chosen keywords in your titles and descriptions
The selection of keywords determines what searchers see and thus also determines the direction of the content. If keywords such as "red shoes" appear in the title, then red shoes are also expected on the page or in the store. Therefore, include them to be attractive for searchers at first sight. How to research keywords effectively you can find in this blog post from us incl. tool tips.
Sources (last accessed 07/05/2022):
- https://www.wordstream.com/blog/ws/2011/05/25/keywords-vs-search-queries
- https://powerdigitalmarketing.com/blog/are-you-choosing-the-right-keywords-a-guide-to-search-intent/#gref
Everyone probably knows this situation - you googled for a product, service or asked a simple question, clicked on a supposedly suitable website and were dissatisfied with what you found because it didn't answer your question or didn't display the product you were looking for.
The logical consequence is that you leave the site as soon as possible and go to another one. Why does this happen? Websites or even online shops fail to describe to the Google search engine what exactly their function is.
It's obvious that it's a gardening website about flowers, but can you order flower seeds on it? Or is it a blog about tips for gardening in your own garden after all? These different possibilities can cause Google to misinterpret them, which is why a precise description is essential.
This is where keywords come into play. To choose them correctly, it helps you to understand how search queries influence keywords.
What is the difference between a search query and a keyword?
It is not a disadvantage if you understand the difference between the two terms here. Why? Because you choose keywords based on search queries.
Search query
A search query describes the word or words that are typed into the Google search bar.
Keyword
Keywords, on the other hand, are the words you choose to describe your website or online shop, for example by placing them in the title and description. So, if the search query matches your keywords, the probability of a high ranking is increased many times over.
Now, to prevent users from tapping into your website or store, not finding what they were hoping for, and leaving, you first need to know what search query matches what you're offering. Once you know exactly the reason behind a particular search query, you can start selecting the keywords that match it.
What are the types of search queries?
There are three types of search queries, which are described in more detail below.
Navigation search queries
Searches for a specific website or online shop. These can also be understood as brand-related searches.
A navigation search query is a search query that is entered with the intention of finding a specific website or web shop. For example, a user might type "Hellofresh" into the Google search bar. The fact is, if someone is specifically searching for Hellofresh, then the chance of you catching the search query decreases, as users already have a specific destination in mind and are navigating towards it - unless you own the site.
Informational search queries
Someone is looking for information? Then we are talking about an information search query. Here, the customer is not focused on a specific brand and is in discovery mode. They want to compare products or simply inform themselves and learn, which of course offers an opportunity to tap into their search results.
The best way to pick up information search queries are high quality SEO content, such as blog posts, videos, guides, etc. In the best case, this SEO content contains all the information and keywords that are relevant to the search query.
Users in this case are not looking for dance shoes, a dance school or music to dance to, but they want to learn to waltz with the help of the Internet. For this reason, you should not try to sell something in the first place. Rather, "education" should be in the foreground here.
Transactional search queries
Transactional search queries are entered when someone wants to make a purchase, download something, or sign up for something. These search queries are related to products or services. The intent here is to perform an action.
In these search queries, people are about to perform an action, such as a purchase. If you have an online shop, then you enable users to make a transaction and are therefore suitable for transactional search queries.
Transactional searches can contain exact brand and product names (e.g., "Iphone 12 mini") or be generic (e.g., "red shoes"). Likewise, they often contain terms such as "buy", "purchase" or "order".
Search results for this query are pages where you can buy red high heels. The searchers who arrive here have decided to make a purchase. Unlike the informational search query, you won't expect ad-free texts or videos here, but pages that are visibly placed over ads and aimed at a purchase. So the focus here is not education but rather a call to action.
Find the right keywords
You know nu the different types of search queries, but how do you now choose appropriate keywords for them? Here is a guide to keyword discovery:
1. Determine the purpose of your page
Do you have an online shop and sell something? Do you offer information through a blog? Can someone buy directly from your website? Do you offer a service or product?
2. Determine the individual topics of each page
When someone lands on a category page, can they buy products there or is it just a landing page with information about the products you offer?
3. Choose search queries (navigation, information, transaction) that correspond to the offer of your site
Do you want to sell something or just inform? Can you use the keyword "buy" or would it be out of place?
4. Check the competition
Do you have a chance to rank for a specific topic? Check how strong the competition is that appears for this search query and what keywords they use. If the website or store has much more authority than you, it's likely that you won't appear for that search query.
5. Include the chosen keywords in your titles and descriptions
The selection of keywords determines what searchers see and thus also determines the direction of the content. If keywords such as "red shoes" appear in the title, then red shoes are also expected on the page or in the store. Therefore, include them to be attractive for searchers at first sight. How to research keywords effectively you can find in this blog post from us incl. tool tips.
Sources (last accessed 07/05/2022):
- https://www.wordstream.com/blog/ws/2011/05/25/keywords-vs-search-queries
- https://powerdigitalmarketing.com/blog/are-you-choosing-the-right-keywords-a-guide-to-search-intent/#gref
Everyone probably knows this situation - you googled for a product, service or asked a simple question, clicked on a supposedly suitable website and were dissatisfied with what you found because it didn't answer your question or didn't display the product you were looking for.
The logical consequence is that you leave the site as soon as possible and go to another one. Why does this happen? Websites or even online shops fail to describe to the Google search engine what exactly their function is.
It's obvious that it's a gardening website about flowers, but can you order flower seeds on it? Or is it a blog about tips for gardening in your own garden after all? These different possibilities can cause Google to misinterpret them, which is why a precise description is essential.
This is where keywords come into play. To choose them correctly, it helps you to understand how search queries influence keywords.
What is the difference between a search query and a keyword?
It is not a disadvantage if you understand the difference between the two terms here. Why? Because you choose keywords based on search queries.
Search query
A search query describes the word or words that are typed into the Google search bar.
Keyword
Keywords, on the other hand, are the words you choose to describe your website or online shop, for example by placing them in the title and description. So, if the search query matches your keywords, the probability of a high ranking is increased many times over.
Now, to prevent users from tapping into your website or store, not finding what they were hoping for, and leaving, you first need to know what search query matches what you're offering. Once you know exactly the reason behind a particular search query, you can start selecting the keywords that match it.
What are the types of search queries?
There are three types of search queries, which are described in more detail below.
Navigation search queries
Searches for a specific website or online shop. These can also be understood as brand-related searches.
A navigation search query is a search query that is entered with the intention of finding a specific website or web shop. For example, a user might type "Hellofresh" into the Google search bar. The fact is, if someone is specifically searching for Hellofresh, then the chance of you catching the search query decreases, as users already have a specific destination in mind and are navigating towards it - unless you own the site.
Informational search queries
Someone is looking for information? Then we are talking about an information search query. Here, the customer is not focused on a specific brand and is in discovery mode. They want to compare products or simply inform themselves and learn, which of course offers an opportunity to tap into their search results.
The best way to pick up information search queries are high quality SEO content, such as blog posts, videos, guides, etc. In the best case, this SEO content contains all the information and keywords that are relevant to the search query.
Users in this case are not looking for dance shoes, a dance school or music to dance to, but they want to learn to waltz with the help of the Internet. For this reason, you should not try to sell something in the first place. Rather, "education" should be in the foreground here.
Transactional search queries
Transactional search queries are entered when someone wants to make a purchase, download something, or sign up for something. These search queries are related to products or services. The intent here is to perform an action.
In these search queries, people are about to perform an action, such as a purchase. If you have an online shop, then you enable users to make a transaction and are therefore suitable for transactional search queries.
Transactional searches can contain exact brand and product names (e.g., "Iphone 12 mini") or be generic (e.g., "red shoes"). Likewise, they often contain terms such as "buy", "purchase" or "order".
Search results for this query are pages where you can buy red high heels. The searchers who arrive here have decided to make a purchase. Unlike the informational search query, you won't expect ad-free texts or videos here, but pages that are visibly placed over ads and aimed at a purchase. So the focus here is not education but rather a call to action.
Find the right keywords
You know nu the different types of search queries, but how do you now choose appropriate keywords for them? Here is a guide to keyword discovery:
1. Determine the purpose of your page
Do you have an online shop and sell something? Do you offer information through a blog? Can someone buy directly from your website? Do you offer a service or product?
2. Determine the individual topics of each page
When someone lands on a category page, can they buy products there or is it just a landing page with information about the products you offer?
3. Choose search queries (navigation, information, transaction) that correspond to the offer of your site
Do you want to sell something or just inform? Can you use the keyword "buy" or would it be out of place?
4. Check the competition
Do you have a chance to rank for a specific topic? Check how strong the competition is that appears for this search query and what keywords they use. If the website or store has much more authority than you, it's likely that you won't appear for that search query.
5. Include the chosen keywords in your titles and descriptions
The selection of keywords determines what searchers see and thus also determines the direction of the content. If keywords such as "red shoes" appear in the title, then red shoes are also expected on the page or in the store. Therefore, include them to be attractive for searchers at first sight. How to research keywords effectively you can find in this blog post from us incl. tool tips.
Sources (last accessed 07/05/2022):
- https://www.wordstream.com/blog/ws/2011/05/25/keywords-vs-search-queries
- https://powerdigitalmarketing.com/blog/are-you-choosing-the-right-keywords-a-guide-to-search-intent/#gref
Everyone probably knows this situation - you googled for a product, service or asked a simple question, clicked on a supposedly suitable website and were dissatisfied with what you found because it didn't answer your question or didn't display the product you were looking for.
The logical consequence is that you leave the site as soon as possible and go to another one. Why does this happen? Websites or even online shops fail to describe to the Google search engine what exactly their function is.
It's obvious that it's a gardening website about flowers, but can you order flower seeds on it? Or is it a blog about tips for gardening in your own garden after all? These different possibilities can cause Google to misinterpret them, which is why a precise description is essential.
This is where keywords come into play. To choose them correctly, it helps you to understand how search queries influence keywords.
What is the difference between a search query and a keyword?
It is not a disadvantage if you understand the difference between the two terms here. Why? Because you choose keywords based on search queries.
Search query
A search query describes the word or words that are typed into the Google search bar.
Keyword
Keywords, on the other hand, are the words you choose to describe your website or online shop, for example by placing them in the title and description. So, if the search query matches your keywords, the probability of a high ranking is increased many times over.
Now, to prevent users from tapping into your website or store, not finding what they were hoping for, and leaving, you first need to know what search query matches what you're offering. Once you know exactly the reason behind a particular search query, you can start selecting the keywords that match it.
What are the types of search queries?
There are three types of search queries, which are described in more detail below.
Navigation search queries
Searches for a specific website or online shop. These can also be understood as brand-related searches.
A navigation search query is a search query that is entered with the intention of finding a specific website or web shop. For example, a user might type "Hellofresh" into the Google search bar. The fact is, if someone is specifically searching for Hellofresh, then the chance of you catching the search query decreases, as users already have a specific destination in mind and are navigating towards it - unless you own the site.
Informational search queries
Someone is looking for information? Then we are talking about an information search query. Here, the customer is not focused on a specific brand and is in discovery mode. They want to compare products or simply inform themselves and learn, which of course offers an opportunity to tap into their search results.
The best way to pick up information search queries are high quality SEO content, such as blog posts, videos, guides, etc. In the best case, this SEO content contains all the information and keywords that are relevant to the search query.
Users in this case are not looking for dance shoes, a dance school or music to dance to, but they want to learn to waltz with the help of the Internet. For this reason, you should not try to sell something in the first place. Rather, "education" should be in the foreground here.
Transactional search queries
Transactional search queries are entered when someone wants to make a purchase, download something, or sign up for something. These search queries are related to products or services. The intent here is to perform an action.
In these search queries, people are about to perform an action, such as a purchase. If you have an online shop, then you enable users to make a transaction and are therefore suitable for transactional search queries.
Transactional searches can contain exact brand and product names (e.g., "Iphone 12 mini") or be generic (e.g., "red shoes"). Likewise, they often contain terms such as "buy", "purchase" or "order".
Search results for this query are pages where you can buy red high heels. The searchers who arrive here have decided to make a purchase. Unlike the informational search query, you won't expect ad-free texts or videos here, but pages that are visibly placed over ads and aimed at a purchase. So the focus here is not education but rather a call to action.
Find the right keywords
You know nu the different types of search queries, but how do you now choose appropriate keywords for them? Here is a guide to keyword discovery:
1. Determine the purpose of your page
Do you have an online shop and sell something? Do you offer information through a blog? Can someone buy directly from your website? Do you offer a service or product?
2. Determine the individual topics of each page
When someone lands on a category page, can they buy products there or is it just a landing page with information about the products you offer?
3. Choose search queries (navigation, information, transaction) that correspond to the offer of your site
Do you want to sell something or just inform? Can you use the keyword "buy" or would it be out of place?
4. Check the competition
Do you have a chance to rank for a specific topic? Check how strong the competition is that appears for this search query and what keywords they use. If the website or store has much more authority than you, it's likely that you won't appear for that search query.
5. Include the chosen keywords in your titles and descriptions
The selection of keywords determines what searchers see and thus also determines the direction of the content. If keywords such as "red shoes" appear in the title, then red shoes are also expected on the page or in the store. Therefore, include them to be attractive for searchers at first sight. How to research keywords effectively you can find in this blog post from us incl. tool tips.
Sources (last accessed 07/05/2022):
- https://www.wordstream.com/blog/ws/2011/05/25/keywords-vs-search-queries
- https://powerdigitalmarketing.com/blog/are-you-choosing-the-right-keywords-a-guide-to-search-intent/#gref
Everyone probably knows this situation - you googled for a product, service or asked a simple question, clicked on a supposedly suitable website and were dissatisfied with what you found because it didn't answer your question or didn't display the product you were looking for.
The logical consequence is that you leave the site as soon as possible and go to another one. Why does this happen? Websites or even online shops fail to describe to the Google search engine what exactly their function is.
It's obvious that it's a gardening website about flowers, but can you order flower seeds on it? Or is it a blog about tips for gardening in your own garden after all? These different possibilities can cause Google to misinterpret them, which is why a precise description is essential.
This is where keywords come into play. To choose them correctly, it helps you to understand how search queries influence keywords.
What is the difference between a search query and a keyword?
It is not a disadvantage if you understand the difference between the two terms here. Why? Because you choose keywords based on search queries.
Search query
A search query describes the word or words that are typed into the Google search bar.
Keyword
Keywords, on the other hand, are the words you choose to describe your website or online shop, for example by placing them in the title and description. So, if the search query matches your keywords, the probability of a high ranking is increased many times over.
Now, to prevent users from tapping into your website or store, not finding what they were hoping for, and leaving, you first need to know what search query matches what you're offering. Once you know exactly the reason behind a particular search query, you can start selecting the keywords that match it.
What are the types of search queries?
There are three types of search queries, which are described in more detail below.
Navigation search queries
Searches for a specific website or online shop. These can also be understood as brand-related searches.
A navigation search query is a search query that is entered with the intention of finding a specific website or web shop. For example, a user might type "Hellofresh" into the Google search bar. The fact is, if someone is specifically searching for Hellofresh, then the chance of you catching the search query decreases, as users already have a specific destination in mind and are navigating towards it - unless you own the site.
Informational search queries
Someone is looking for information? Then we are talking about an information search query. Here, the customer is not focused on a specific brand and is in discovery mode. They want to compare products or simply inform themselves and learn, which of course offers an opportunity to tap into their search results.
The best way to pick up information search queries are high quality SEO content, such as blog posts, videos, guides, etc. In the best case, this SEO content contains all the information and keywords that are relevant to the search query.
Users in this case are not looking for dance shoes, a dance school or music to dance to, but they want to learn to waltz with the help of the Internet. For this reason, you should not try to sell something in the first place. Rather, "education" should be in the foreground here.
Transactional search queries
Transactional search queries are entered when someone wants to make a purchase, download something, or sign up for something. These search queries are related to products or services. The intent here is to perform an action.
In these search queries, people are about to perform an action, such as a purchase. If you have an online shop, then you enable users to make a transaction and are therefore suitable for transactional search queries.
Transactional searches can contain exact brand and product names (e.g., "Iphone 12 mini") or be generic (e.g., "red shoes"). Likewise, they often contain terms such as "buy", "purchase" or "order".
Search results for this query are pages where you can buy red high heels. The searchers who arrive here have decided to make a purchase. Unlike the informational search query, you won't expect ad-free texts or videos here, but pages that are visibly placed over ads and aimed at a purchase. So the focus here is not education but rather a call to action.
Find the right keywords
You know nu the different types of search queries, but how do you now choose appropriate keywords for them? Here is a guide to keyword discovery:
1. Determine the purpose of your page
Do you have an online shop and sell something? Do you offer information through a blog? Can someone buy directly from your website? Do you offer a service or product?
2. Determine the individual topics of each page
When someone lands on a category page, can they buy products there or is it just a landing page with information about the products you offer?
3. Choose search queries (navigation, information, transaction) that correspond to the offer of your site
Do you want to sell something or just inform? Can you use the keyword "buy" or would it be out of place?
4. Check the competition
Do you have a chance to rank for a specific topic? Check how strong the competition is that appears for this search query and what keywords they use. If the website or store has much more authority than you, it's likely that you won't appear for that search query.
5. Include the chosen keywords in your titles and descriptions
The selection of keywords determines what searchers see and thus also determines the direction of the content. If keywords such as "red shoes" appear in the title, then red shoes are also expected on the page or in the store. Therefore, include them to be attractive for searchers at first sight. How to research keywords effectively you can find in this blog post from us incl. tool tips.
Sources (last accessed 07/05/2022):
- https://www.wordstream.com/blog/ws/2011/05/25/keywords-vs-search-queries
- https://powerdigitalmarketing.com/blog/are-you-choosing-the-right-keywords-a-guide-to-search-intent/#gref
The Right Keywords to Capture Search Queries
Everyone probably knows this situation - you googled for a product, service or asked a simple question, clicked on a supposedly suitable website and were dissatisfied with what you found because it didn't answer your question or didn't display the product you were looking for.
The logical consequence is that you leave the site as soon as possible and go to another one. Why does this happen? Websites or even online shops fail to describe to the Google search engine what exactly their function is.
It's obvious that it's a gardening website about flowers, but can you order flower seeds on it? Or is it a blog about tips for gardening in your own garden after all? These different possibilities can cause Google to misinterpret them, which is why a precise description is essential.
This is where keywords come into play. To choose them correctly, it helps you to understand how search queries influence keywords.
What is the difference between a search query and a keyword?
It is not a disadvantage if you understand the difference between the two terms here. Why? Because you choose keywords based on search queries.
Search query
A search query describes the word or words that are typed into the Google search bar.
Keyword
Keywords, on the other hand, are the words you choose to describe your website or online shop, for example by placing them in the title and description. So, if the search query matches your keywords, the probability of a high ranking is increased many times over.
Now, to prevent users from tapping into your website or store, not finding what they were hoping for, and leaving, you first need to know what search query matches what you're offering. Once you know exactly the reason behind a particular search query, you can start selecting the keywords that match it.
What are the types of search queries?
There are three types of search queries, which are described in more detail below.
Navigation search queries
Searches for a specific website or online shop. These can also be understood as brand-related searches.
A navigation search query is a search query that is entered with the intention of finding a specific website or web shop. For example, a user might type "Hellofresh" into the Google search bar. The fact is, if someone is specifically searching for Hellofresh, then the chance of you catching the search query decreases, as users already have a specific destination in mind and are navigating towards it - unless you own the site.
Informational search queries
Someone is looking for information? Then we are talking about an information search query. Here, the customer is not focused on a specific brand and is in discovery mode. They want to compare products or simply inform themselves and learn, which of course offers an opportunity to tap into their search results.
The best way to pick up information search queries are high quality SEO content, such as blog posts, videos, guides, etc. In the best case, this SEO content contains all the information and keywords that are relevant to the search query.
Users in this case are not looking for dance shoes, a dance school or music to dance to, but they want to learn to waltz with the help of the Internet. For this reason, you should not try to sell something in the first place. Rather, "education" should be in the foreground here.
Transactional search queries
Transactional search queries are entered when someone wants to make a purchase, download something, or sign up for something. These search queries are related to products or services. The intent here is to perform an action.
In these search queries, people are about to perform an action, such as a purchase. If you have an online shop, then you enable users to make a transaction and are therefore suitable for transactional search queries.
Transactional searches can contain exact brand and product names (e.g., "Iphone 12 mini") or be generic (e.g., "red shoes"). Likewise, they often contain terms such as "buy", "purchase" or "order".
Search results for this query are pages where you can buy red high heels. The searchers who arrive here have decided to make a purchase. Unlike the informational search query, you won't expect ad-free texts or videos here, but pages that are visibly placed over ads and aimed at a purchase. So the focus here is not education but rather a call to action.
Find the right keywords
You know nu the different types of search queries, but how do you now choose appropriate keywords for them? Here is a guide to keyword discovery:
1. Determine the purpose of your page
Do you have an online shop and sell something? Do you offer information through a blog? Can someone buy directly from your website? Do you offer a service or product?
2. Determine the individual topics of each page
When someone lands on a category page, can they buy products there or is it just a landing page with information about the products you offer?
3. Choose search queries (navigation, information, transaction) that correspond to the offer of your site
Do you want to sell something or just inform? Can you use the keyword "buy" or would it be out of place?
4. Check the competition
Do you have a chance to rank for a specific topic? Check how strong the competition is that appears for this search query and what keywords they use. If the website or store has much more authority than you, it's likely that you won't appear for that search query.
5. Include the chosen keywords in your titles and descriptions
The selection of keywords determines what searchers see and thus also determines the direction of the content. If keywords such as "red shoes" appear in the title, then red shoes are also expected on the page or in the store. Therefore, include them to be attractive for searchers at first sight. How to research keywords effectively you can find in this blog post from us incl. tool tips.
Sources (last accessed 07/05/2022):
- https://www.wordstream.com/blog/ws/2011/05/25/keywords-vs-search-queries
- https://powerdigitalmarketing.com/blog/are-you-choosing-the-right-keywords-a-guide-to-search-intent/#gref
