To fill the site with content and its further development, you must first understand the principles of using keywords. The correct use of relevant search queries directly affects the promotion of the site. Further in the article, we will understand what types of requests exist, what is the significance of geo-dependent requests, as well as their frequency and competitiveness.
How to use search terms to promote
In order to clearly understand how keywords work, it is necessary to understand the types of search queries. They are classified based on the user’s intentions:
- general – do not contain accurate information about the user’s intentions: search for information or the need to purchase (for example, the search query “xiaomi smartphone” and other queries without specification);
- informational – formulated with the help of interrogative words (what, where, how, when, etc.), they are needed to find the answer to the question and the necessary information;
- multimedia – search for various multimedia content (videos, songs, photos);
- transactional – a commercial request that is made in order to purchase a product or service or place an order;
- navigation – relate to the search for an object.
Important note: do not underestimate the category of information requests. There is a high probability that the user has commercial intent at the request for information and is ready to perform the targeted action. Therefore, when creating informational content, it is important to correctly use linking or product widgets. For example, if an article talks about the types of professional cameras and their advantages, then you need to add a call to buy these products in an online store. Such information requests may lead to the purchase of goods, placing an order or other targeted action on the site.
Search query geo-dependency value
Search results for a query should focus on the current location of the user. If he searches for “order a pizza”, then the system should determine his location and give a list of sites of those establishments that are located in his city. This is necessary in order to weed out a lot of unnecessary resources that will not satisfy the needs of the Internet user.
The queries described above are called geo-dependent. Sometimes users themselves indicate the city or district that interests them (“buy a coat in Kyiv”, “order sushi in Biryulyovo” and other similar requests). This is usually necessary in order to find sites related to these cities, even if the user himself is located in another place. Such geo-dependent requests also have a great commercial demand, as they mark the user’s readiness to make a purchase or place an order for a product or service.
The frequency of use of requests and competition in the issuance
Depending on the search frequency of certain keywords, search queries are divided into high-, medium- and low-frequency ones. This classification is rather conditional, because it depends on various factors. For example, a query that is used more often for the area related to the site, and not the one that is generally most searched for by users, can be called high-frequency. This is due to the fact that some words or terms can be used in different professional areas, so you need to focus on the specific subject of the site.
What determines the frequency of a search query? Experts note that the specifics of the request and its length play an important role here. The more “narrowly specialized” the query, the less often it will be searched. For comparison: the query “buy a laptop” is entered more often than “buy a laptop [specific model]” or “buy a lenovo laptop in St. Petersburg”). Simpler and shorter queries, respectively, are more high-frequency. Such keywords are searched more often, but they do not always become commercially viable and lead to a purchase.
The frequency of a search query affects its competitiveness in the search results. Also, an additional factor on which the competitiveness in the search results depends is the degree of commercial value of the key query (the user’s intentions and his readiness to perform the target action). Generic queries generate low-converting traffic, so SEOs don’t overuse these keywords and don’t try to optimize individual pages for them.
Low-frequency requests also bring little traffic, but don’t underestimate them. A more precise request (“buy a specific car model in a specific city at a given price category”) is often a guarantee that the user will make a purchase or other targeted action. Not many users are looking for a specific product model, but if they entered such a request, then most likely they are ready to buy. Therefore, when compiling and expanding the semantic core with keys, one should not ignore such requests. Sometimes they “shoot” more often and bring clients. In addition, the competition for low-frequency keywords is usually lower, which means that you can move through them more easily and quickly.
Conclusions
Depending on the commercial goals of the Internet resource, for promotion it is necessary to use high-frequency queries that will generate traffic with high conversion. In order for the content to find its user, it is also necessary to take into account its location.
