What is a Query?
A query is a question or phrase used to gain and validate information. Digital marketing uses query to refer to the string of words entered into a search engine’s search box. The string of words are entered into a search box on an internal or external search engine website to locate information. The point of a search query is to allow the user to access valuable information quickly and effectively.
By studying the keywords, search query trends, and volumes, digital marketing firms gain a better understanding of what each customer is looking for. Valuable knowledge is gained from the analyzation and used to build specific marketing plans that surround the specific trends noticed.
In regards to search engine and digital marketing, a query is broken down into three categories:
- Navigational Query – The consumer knows where they want to go and where the information is. These queries are used as an alternative to accessing the sites directly.
- Transactional Query – The consumer indicates that there is an intent to purchase or achieve an action. E.g. (“Buy white chocolate”, “Coupon for the art fair”, “Download photoshop”).
- Informational Query – The consumer is searching for general information on a particular subject or product. The bulk of search queries are informational queries, but these can serve a valuable marketing purpose by educating the consumer.
The Importance of a Well Researched Query for Your Business
By understanding the query that your customer is going to search for, you will improve your ability to optimize your search engine marketing to reach your ideal customers. Develop an understanding of what your potential customers are looking for to build an educated marketing campaign. Researching specific keywords for frequency of search is extremely valuable to your online marketing efforts to get in front a targeted group of prospective clients.