How can you distinguish the research request on Google?

That are and how to distinguish research requests for referencing

Do you work with a simple referencing optimization around a keyword? Do you trust the keyword search tools? Fake. Before any operation, linked to content creation work for your blog or website, you must work on the intentions of Research request. That’s to say? What am I talking about?

By this term, I mean the requests made by the public on Google, Yahoo! and bing. Those who work in the SEO sector know that there are different needs that move the user in their skillful work or their vocal request. There are those who need information, Who wants to buy And who has rather clear ideas on where to go. Based on these reflections, more or less diverse content can be created.

Where to start this strategic reflection? I would say of the basic division between needs Information, navigation and transaction. Here is a first definition linked to the idea of ​​request on search engines.

Information research request (or information)

These are the requests made by people looking for answers. There are those who want to know how something works, how to adjust an object, what are the details to organize a trip And what to visit in a place. It is the name itself that suggests the nature of the research request: you are looking for information, not produced to buy. What are the characteristics of this need? Usually these are words with:

• CPC (cost per click) low or zero.
• Variable search volumes
• High frequency of the keyword with long tail.

Obviously, these are general assessments, there are great exceptions. But above all, there is a point to assess: most web searches (like 80%) I am of this nature.

What are the solutions to intercept this traffic? In most cases, it was the company’s blog that created the useful content to meet these needs and allow the public to land in your field. To then push it with Appeal to action in an internal link Towards the conversion pages.

Transactional research: what they are and what they are for

In this case, we are working on an opposite need: do something. If the first research request sees a user as a protagonist who knows he has a problem and uses Keyword combinations (increasingly discursive) to search for a solution, this is dedicated to those who want to do something. For example:

• Reserve.
• Buy.
• Download.
• Order.

This is the last point of the path that should lead to the purchase, people are already a Knowledge of a need. Or they evaluate but have a necessity that goes beyond the search for information.

The keyword may have a volume of I’m still looking a lot The variable but medium to high-end CPC depends on the sector and the capacity to monetize. We often find ourselves in front of the keywords with:

• Very low search volume.
• High CPC, almost prohibitive.

In this case, we are faced with profitable keywords, very small sectors that allow you to reach small groups of users in particular organized in the purchase. Obviously, these realities are difficult to intercept, in most cases, they are inhabited by ferocious competitors.

But that is precisely that, not only to make lists of keywords. To intercept transactional research queries, it is necessary to ensure that the user approaches as much as possible for conversion pageTherefore, the resources to be created and optimizing will be the destination page, electronic commerce cards and product categories.

The often forgotten category of commercial requests

Often there is a tendency to combine in a single section (that of the transactional request) also A series of research With a more specific definition: that is to say the commercial / investigation. But what are we talking about?

As this Moz article suggests, let’s talk about anything that allows you to do lead generationConvert a simple premium user to approach it at the last step, influence the purchasing decision (for example with research, opinions, opinions, opinions) and more.

This section includes the necessary request for the evaluation or service of products in the Phase preceding the purchase. In short, here, the user does research to get an idea: we are faced with the purchase, but we are looking for information to do it in the best possible way.

What to do in these cases? Create content to answer. For example, if I notice the request Brand + opinions I create a page dedicated to customer opinions and guiding the user to my resources.

Navigation research request (or brand request)

These are the research that people do by already having as a reference to the site they wish to reach. Usually they are made up of Need and brand already known. Because they have a need (commercial or information) and wish to resolve it with a source they already know.

You can hardly influence this type of research if it does not work on the brand: save a high number of navigation research means that your name is known, that people trust you and are looking for you. Paradoxically it is the Better way to do SEO: Will not be at the right time, but make sure you are already positioned in the minds of people and that they are looking for you directly.

What are the developments in the research request?

There is always more and more than Know the simple question. Here, the user is looking for specific and fast responses, the results often show a vivaneau in the foreground or other methods that Google uses to extrapolate the answer and anticipate it. All this without forgetting the revolution of Personal assistant (IPA) What changes the way the need for the search engine is suggested.

We notice fewer keywords and more conversational researchBased on natural language and with the use of Word Stop (prepositions, articles, conjunctions): this is the trend. But a point is clear, that is to say the impossibility of relying on the simple tripartition between information, navigation and the transactional request.