How To Use The 3 Types of Search Queries to Reach Your Marketing Goals

When you want to reach a marketing goal, one of the first things you need to do is understand the types of search queries your customers will be making. Then you can be sure you have content that will appear in their search results.

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Customers will be able to find you more easily, and that means a better chance at more sales. Naturally, you want to focus on good SEO for a high search ranking, but the types of search you’re targeting are going to affect that.

Here are the three different kinds of search queries you need to know about.

    The 3 Types of Search Queries With Examples

    Most people who search online just look for what they want to find. They aren’t really thinking about the type of search query they’re creating, and may not even know that there are different designations.

    The three types of search queries are navigational (finding something), informational (learning something), and transactional (buying something).

    When your company has a clear understanding of how to get found in all three of these searches, you can expect to see a rise in potential customers finding your site.

    Navigational Search Queries

    When a user has a navigational search query they’re looking for a particular website. For example, they might go to the Google search bar and type in “Instagram” or “YouTube.”

    Sometimes a searcher will also type in a specific store, brand, or product as a navigational search. This can help them quickly find the item or company they’re looking for, instead of making a guess at the store or brand’s web address.

    While many searchers will simply type the site’s address into the search bar, not every site has the “expected” URL. Some sites may use a different URL from the company name, for example, and spoof sites that have similar web addresses can put searchers at risk.

    By using a navigational search, users help protect themselves from spam and scam sites. That can give them peace of mind when spending time online, and help them find the proper site they need on the first try.

    Examples of Navigational Search Queries

    Navigational search queries often look like this, where the searcher types in a specific site they want to find.

    Screenshot showing a navigational search for the YouTube website.

    As you can see, the goal of this particular search isn’t to find a location or a product, but to find a specific website. In this instance the user already knows what they’re looking for and where they want to go.

    They are just making sure they can find the right place without risk or struggle. These types of searches are relatively common, especially for people who might not know the specific URL for a site they want to access.

    Informational Search Queries

    An informational search query occurs when a searcher wants to learn about a topic. They might type in something that’s very broad in scope, such as “Ford trucks” or “Chicago.”

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    These users are looking to learn about their search query. They might be considering a new truck, or maybe they want to move to a big city.

    If they aren’t sure what sizes and styles of trucks Ford offers, for example, they may search the vehicles as a broad topic that they can start to narrow down. The same is true with a location, as they might not know for sure if Chicago is right for them without further research.

    Examples of Informational Search Queries

    An informational search is going to look like this, where the searcher is hunting for a broad topic of information.

    A screenshot showing the results of a Google search for Chicago.

    In this type of search a user will get top stories, news and information, and many other details about their search term. They can look at images and videos, read current news, see maps, and much more.

    The news they read or the pictures they see can then help lead them to more detailed searchers on some of the specifics. In this example a new search could be for “Chicago neighborhoods” or “Chicago Christmas festivities.”

    Transactional Search Queries

    Anyone completing a transactional search query is looking to make a purchase. These are often called “do” queries, since the user is specifically looking to do something, such as buying a product.

    Not every transactional search query results in a purchase, and many of these queries end if the user doesn’t find what they’re looking for. Companies that show up in these queries and have what the user wants may see their sales increase.

    Transactional search queries will generally return local stores that may have the item requested, and under those stores there will be online options, as well. That gives searchers a choice based on their local area or online purchase interests.

    Examples of Transactional Search Queries

    A transactional search query may look like this, and you can see that the searcher wants to buy something.

    Search for where a user can by stamps, showing online options under the local information.

    Asking, for example, where they can buy stamps, will return local results for a user. Under those results is a list of online options for the user to choose from if they don’t want to travel to a local store, or if that store doesn’t have what they need.

    This kind of search can be conducted for products or services, as many users also search for where they can find a doctor, dentist, housekeeper, accountant, or other professional. A transactional search query shows that a user is potentially interested in making a purchase and, if your business has what that user wants to buy, they may purchase it from you.

    Get the Content You Need to Reach Searchers

    Ensure your brand stands out in search results by delivering precisely what your audience is searching for. Ready to elevate your content game across all three types of search queries?

    At WriterAccess, we specialize in providing top-notch content that resonates with your audience. Sign up for a 2-week trial today and experience the difference quality content can make in reaching and engaging your target customers!


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