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Writing for Different Types of Search Queries
“Pizza Hut.”
“Johnny Depp movies.”
“MacBook Air.”
Although very different, these are all types of search queries. In my last blog post, I talked about ways to increase website dwell time—one of those is to “target the right audience.” Part of targeting the right audience is knowing how consumers use the search engines and understanding the different types of search queries.
There are three main types:
- Navigational
- Informational
- Transactional
Navigational
Navigational search queries are those that seek a particular website/location. Using my intro example, someone typing “Pizza Hut” into Google is probably trying to find the Pizza Hut website.
How it Applies to You & What You Can Do
As the owner of a home services company, the only type of navigational searches you’d probably come across are consumers typing your name into the search engine. These could be repeat customers or someone who has been referred from one of your clients.
Make sure you are well optimized for your company name (branded keywords). This is just as important as building out your website for non-branded traffic.
Informational
Informational search queries come from consumers who are simply looking for specific information and have questions about a particular topic. Someone searching for “Johnny Depp movies” (okay, okay—it was me) wants to see a list of all the movies Johnny Depp has been in.
How it Applies to You & What You Can Do
These types of queries are what you’ll be seeing (and what you should target) the most! I can think of hundreds of examples of informational search queries that have led people to your website—and you probably can too. “Best types of cabinets for small kitchen.” “Why is my air conditioner not working?” “Cost of window replacement.”
The best thing you can do to make sure your website pages rank well for these types of search queries? Start blogging! Blog posts (and FAQ pages) are perfect ways to target informational queries and questions. And it makes you seem more authoritative and trustworthy, which can go a long way!
Also, if you do email marketing, consider adding an email newsletter sign-up form in the sidebar. If someone is just looking for information (like the best types of cabinets for their small kitchen) and they find the answer to their question on your website, they may want to sign up for your newsletter and get even more info. They may not be ready to buy just yet, but an email newsletter can be purely informational (and a good email newsletter does include tips for consumers).
Transactional
Consumers are ready to buy, or make a transaction (take a specific action) when they type in transactional search queries. A typical example of this is a search for a specific brand (like “MacBook Air”). Someone who types that into Google is most likely looking to buy a MacBook Air (at least that’s what the search engine will conclude).
How it Applies to You & What You Can Do
This largely depends on your industry, but in general, transactional search queries will boil down to getting consumers to convert, whether that means buying a product from you, scheduling a consultation, whatever.
For this, work on conversion rate optimization. Make sure you have a good call-to-action that is relevant for your industry (“schedule a complimentary consultation,” “get a quote,” “visit our showroom,” etc.) and a phone number that stands out, towards the top of the page. Have a special or promotion? Make it clearly visible—consumers love discounts and free stuff, so this is a surefire way to convert your website traffic!
Website Writing & Content Marketing Services
As a busy business owner, you probably don’t have time to be thinking about all this, let alone write a bunch of website content for different types of search queries. That’s what we are here for. Blue Corona offers outstanding SEO copywriting and content marketing services (I’m not bragging—check out our case studies and testimonials).
I guess it’s time for me to go home, order dinner from Pizza Hut, and watch Pirates of the Caribbean (Johnny Depp as Jack Sparrow? Yes please!). And maybe it’s time for you to contact Blue Corona!
Drop us a line to talk to one of our professionals about how we can help improve your website content.
About The Author: Alanna is the Quality Assurance Manager in Blue Corona's Maryland office. When she's not triple-checking websites and content for errors and consistency, you can find her at the gym with her twin sister or urban exploring with her husband.
View more blogs by Alanna Hernandez
The information on this website is for informational purposes only; it is deemed accurate but not guaranteed. It does not constitute professional advice. All information is subject to change at any time without notice. Contact us for complete details.
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