What Is a Search Query?
A search query is an exact combination of words a user enters into a search engine to find information.
Users can provide search queries in multiple ways, including the following:
- Typing the query into search bars (e.g., the Google search bar or web browser address bars)
- Speaking their search query to voice search tools like Siri, Alexa, or Google Assistant
After receiving the query, search engines like Google or Bing return relevant search results on search engine results pages (SERPs). Based on multiple factors like user intent, relevance, and context.
For example, here is the SERP for “best cat litter boxes in 2024.”
There are millions of ways users may search for the same topic, so knowing the definition of a search query is helpful. Because you can use them to better understand intent and create more relevant content.
Which can help your business connect with your target audience.
Search Queries vs. Keywords
Search queries are the exact words and phrases searchers use. Keywords, on the other hand, are terms marketers extract from search queries to identify the main topic a user is searching for.
Although search queries include keywords, the terms are not interchangeable.
Ideally, you should use both search queries and keywords to fully understand what your target audience is looking for. That way, you can create content that best matches their intent.
For example, a cat owner looking for a new litter box may use the following search queries:
- What are the best automatic litter boxes?
- Litter boxes for large cats like Maine coons
- Top-entry vs. open cat litter boxes
- Modern cat litter boxes that blend with a minimalist aesthetic
In the example above, the general keyword is “cat litter box.”
But because this keyword is broader, the intent is not as clear. So looking at search queries can help you understand what different users want to see when they use that keyword.
4 Types of Search Queries
Both search queries (and keywords) can be separated into four types of search intent. The intent of a search query should influence the type of content you create.
Here are the four types of intent:
Informational Search Queries
Searchers use informational queries when they want more information or answers to a question.
For example, these two search queries probably have informational intent:
- “Why does my dog eat grass”
- “Commands to teach my puppy when training”
Ranking for informational search queries can help you build brand awareness and establish authority by answering searchers’ relevant questions.
Find keywords that correspond to informational search queries using Keyword Overview.
Enter a term or topic into the text bar. Add your URL. Select your target country. Then, click “Search.”
In the Keyword Overview report, search intent will be listed under the “Intent” section.
Some queries have multiple intents. In those cases, all intents will be listed.
The best content to create for informational queries includes informative blog posts, how-to guides, and FAQ pages. Because users are often looking for a detailed explanation of a topic.
Navigational Search Queries
Searchers use navigational search queries when they want to find a specific website. These queries often include brand names, a specific product name, or trademarks.
Some examples of navigational queries include:
- “Mcdonald’s breakfast menu”
- “West elm console table”
- “Birkenstocks”
If your business is well known, your website’s top keywords are likely navigational and include your brand name. You can see your website’s top keywords in Organic Traffic Insights.
For example, West Elm’s top keywords are all navigational.
Navigational keywords show that your target audience is searching for your brand. So keep optimizing your site for your brand name (and variants or misspellings) so you can continue to control the narrative around your brand.
Also consider targeting your competitors’ navigational keywords.
That way, people searching for your competitors may discover your business in the SERPs. And click on your ad or blue link to explore what you have to offer.
Some types of content to create for navigational queries include comparison pages, testimonial pages, or product roundups. These showcase how your product or service compares to your competitors.
Commercial Search Queries
Searchers use commercial search queries when researching a product or service they eventually want to buy.
Here are some examples of search queries that likely have commercial intent:
- “List of solar panel companies”
- “Average solar panel costs”
- “What is the best type of solar panel”
You can find commercial keywords quickly using the Keyword Magic Tool.
After searching for a keyword, click the “Intent” filter above the table. Check the box to the left of “Commercial.” Then, click “Apply.”
Target commercial keywords with both SEO and PPC.
So you can connect with your target audience exactly when they are researching products or services like yours.
Some content types for commercial keywords include comparison pages, listicles, and case studies. These can help you meet intent while still showcasing your business’s expertise, products, or services.
Transactional Search Queries
Searchers use transactional search queries when they want to make a purchase.
These users are often further down the marketing funnel. Meaning they know what they want to purchase and they want to do it soon.
Here are some examples of transactional search queries:
- “Buy red and white basketball shoes”
- “Hvac plumber companies near me”
- “Hire an accident lawyer”
Service, category, and product pages often rank well for transactional search queries. Because they provide users with the opportunity to make a purchase or book an appointment.
Transactional queries may also return Popular Products rich results. Like this:
Add the Product schema markup to your product pages. To make them eligible for these results. And thus more likely to rank for queries with transactional intent.
Other schema types like Local Business, Reviews, Events, and Pros and Cons can also be good for transactional queries. They can result in rich results that entice users who are ready to buy to click through to your website.
How to Target Search Queries in SEO and PPC Campaigns
Once you have a good understanding of intent, you can use that information to create a more effective keyword strategy in your SEO or PPC campaigns.
Here’s how to do it.
SEO
In SEO, search queries can lead users to discover your content organically, meaning without having to pay for an ad.
If a search query contains a keyword your webpage is optimized for, Google may rank your page in the SERPs. Which could result in the user clicking through to your website.
You can see your website’s organic search queries in Google Search Console.
Select “Search results” in the left-hand menu. Then, click the “Queries” tab. You’ll see a complete list of the queries your page ranked for.
If your website is getting clicks or impressions from a particular search query, it may contain a valuable keyword.
For example, these are search queries from the aviation website above:
- “Aircraft maintenance checks a b c d pdf”
- “What does milspec mean”
- “Metals used in aircraft”
Enter those queries into the Keyword Magic Tool to find related keywords with potentially more search volume. Or Keyword Difficulty scores that aren’t too competitive for your website.
You’ll get a table of related keywords for the search queries you entered.
The keyword “aircraft maintenance checks” has a Search Volume of 140 searches per month. And there are 54 closely related keywords you might also be able to rank for.
So, this could be a great keyword to optimize your content for. Because a lot of people are including it (and its variations) in their search queries about the topic.
To optimize a page for a keyword, add it to on-page elements like the following:
- Title tag: An HTML element that gives a title to a webpage
- Meta description: An HTML element that provides a short summary of a webpage
- URL: The address of a webpage that a user sees in their web browser
Then, add related keywords, long-tail keywords, subtopics, and questions to the headings and body copy of your page.
By covering the topic more extensively, your pages may rank for the many different search queries people use to explore the topic.
PPC
In paid search campaigns, search queries are the exact terms users type into search engines that trigger your ads. They are influenced by your campaign settings and the keywords you include in your ad targeting.
To see your search queries in Google Ads, select “Campaigns” from the left-hand navigation menu. Click the “Insights and reports,” drop-down. Then, click “Search terms.”
You’ll see a complete list of the search queries that triggered your ads. Along with a list of important metrics for PPC tracking.
Your search queries can provide insights into how your target audience is searching. And you can use that information to create ad groups with similar keywords or optimize your campaigns.
Use the search terms report to:
- Refine your keyword targeting
- Identify and remove underperforming or irrelevant keywords
- Optimize your ad copy or create new variations
- Understand and optimize for search intent
- Increase your ad rank and Quality Score
Target the Right Queries on Your Site
Now that you know what search queries are, use them to find new keywords to target in your SEO and PPC campaigns.
But remember: search intent is just one step in finding suitable target keywords.
Review more keyword metrics using the Keyword Magic Tool.
That way, you can find the terms that can deliver the best results for your business.
