Search Queries and Search Intent — How to Work for Effective SEO

Today, achieving successful search promotion is unfeasible without a thoughtfully crafted semantic core, which entails the accurate selection of search queries. The semantic core consists of a collection of search terms and phrases that best define the nature of the activities, products, or services provided by an online resource.

This article will explore the various types of search queries and their dependence on the user’s search intent and provide valuable recommendations for selecting the most effective search queries.

Categories of search queries

Search queries can be categorized into three primary indicators:

• user search intentions;
• geodependence;
• frequency.

1. Search intent

User intentions may vary. To explore, examine, and gain knowledge about a new product – informational inquiries. To locate a venue for purchasing this product – commercial.

• General queries. Concise, typically single-word inquiries. For instance, a user may input the query “dishes” or “furniture.” These queries do not clarify whether an individual is looking to read about dishes, locate the nearest dish store, or purchase dishes online. Typically, these represent the most common and fiercely competitive queries, making it challenging and costly to promote a website. This type of query is primarily utilized by large corporations for SEO purposes. However, these queries may yield minimal targeted traffic.
• Inquiries that are informational or non-commercial in nature. “Articles about SEO” and “how to choose search queries” serve as examples of such queries.
• Queries related to commercial and transactional matters. “purchase a sofa with delivery”, “acquire an apartment in Lviv”, “request a house project” are commercial search queries. Generally, any options containing the terms “buy” or “order” are regarded as commercial. Search queries containing the term “download” may also be categorized in this group, particularly when referring to paid or digital products.
• Queries related to navigation. Both commercial and non-commercial queries may serve a navigational purpose. The user aims to navigate to a particular site – “buy shorts at Reserved”. The remaining results for shorts hold no appeal for the individual.
• Multimedia queries. These are the inquiries through which users seek music, video, or images. Nearly all of these queries include the terms “photo”, “video”, “music”, “cinema”, “film”, “track”.

Geo-dependence queries

Geo-dependence refers to the variation in search results based on the user’s geographical location. When you enter the query “buy plastic windows” into the search bar, the results will vary across Kyiv, Lviv, and Dnipro; this query is influenced by geographic location. The algorithms of search engines will aim to choose sites for the results that are connected to the user’s location.

However, if you include a city in the query—such as “buy plastic windows in Lviv”—the results might remain consistent regardless of the user’s location.

Search frequency

Frequency refers to the count of identical search queries submitted by all users within a specific timeframe. It is typically calculated for a duration of one month. Search queries are categorized based on their frequency as follows:

• Search queries with high frequency. In the realm of information resources, high-frequency queries refer to those that users submit over 10,000 times each month. The quantity of search queries for commercial resources is significantly lower, starting at 1,000. In both the initial and subsequent instances, promoting such queries incurs significant costs, and the competition is exceptionally intense.
• Queries of medium frequency. Informational – 1,000 to 10,000 queries per month, commercial – 100 to 1,000.
• Queries with low frequency. Informational – under 1,000 queries monthly, commercial – under 100. Promoting low-frequency queries is more cost-effective, and attaining results is simpler. Low-frequency queries have the potential to attract “hot,” ready-to-buy customers. Or at least individuals who are clearly engaged with the site’s content, which influences behavioral factors. Effective utilization of these queries significantly benefits SEO.

Search queries structure

Every keyword query possesses a distinct semantic structure. Every phrase is composed of a body, a specifier, and a tail. Let us examine the structure of a search phrase through an example.

Consider the query “skirt”. This query consists solely of the body, characterized by its general nature, high frequency, and significant competition. This query is not recommended for promotion, as it will generate a significant volume of untargeted traffic to the site.

A specifier is added to ascertain transactional affiliation. The specifier determines the purpose of the search. For instance:

• Purchase a skirt – transactional inquiry.
• How to cut a skirt – informational query.
• Inquiry about Zara skirts.

To enhance the query, we append a tail to it:

• Purchase a high-waisted skirt.
• Purchase a skirt for a girl.
• Purchase a skirt in Kyiv.

Each tail offers queries with specific details for searching.
With an understanding of search query structures, you can compile a list of keywords for your semantic core by applying the formula “specifier + body + tail.”

Let’s explore this through the example of the pbb.design website.
We establish the concept of “site promotion”, followed by the specific terms “order site promotion” and “buy site promotion”, and conclude with the phrases “order site promotion in search engines”, “order site promotion in Lviv”, and “order site promotion inexpensively”.
By utilizing phrases that include tails, you will broaden your audience reach and can improve the efficiency of the semantic core.

The relationship between search queries and SEO

Identifying the search queries for which you aim to rank your site in the top positions of organic results is the most crucial phase of search engine optimization. For instance, if you are in the business of selling home furniture, it makes sense to show up in the search results for terms like “home furniture” or “buy home furniture.”

The search engine must prioritize displaying sites that most accurately address the user’s query in the top positions. There are numerous factors at play in site ranking systems. The system evaluates whether the page replicates the query exactly or nearly, and also considers its wider semantic context.

For instance, on a page dedicated to the topic “how to create a technical task for a copywriter”, terms such as “create”, “content”, “structure”, “formatting”, “content outline”, and similar phrases should be present and emphasized. They will assist search engines in recognizing that the page offers a comprehensive and insightful response to the user’s inquiry. Consequently, it will achieve a higher ranking than a page that features only the query in its content.

Choosing search queries to enhance the site’s content is crucial at the outset of content development. Having a clear understanding of the queries that will be optimized is essential for creating a logical structure for the site. Only after that should you proceed to work on the texts.

Guidelines for Choosing Search Queries

Step 1: Gathering Search Queries

1. Analysis of Competitors

Competitors frequently serve as a valuable resource for keyword inspiration, having likely performed research to pinpoint the most impactful search queries within your niche.

• Examine the websites of your competitors. Examine the material presented on the websites of your primary competitors. Focus on the titles, meta tags, and content on the pages.
• Utilize tools for competitor analysis. Tools such as SEMrush or Ahrefs enable you to identify the keywords your competitors are ranking for and the queries that drive the most traffic to their sites.
• Examine their advertisements closely. Search engines offer insights into the keywords for which your competitors are displaying their advertisements. This can be accomplished using Google Ads Keyword Planner or comparable tools.

2. Utilize search suggestions

Search suggestions are prompts that show up in the search bar as you begin to type.

• Google Autocomplete. Begin entering words and phrases associated with your business or products into the Google search bar. List all the pertinent choices.
• Section for “Related Queries.” The “Related queries” section frequently appears at the bottom of the search results page. These recommendations may also inspire you to think of more keywords.

3. Utilizing tools for selecting search phrases

Different tools for analyzing and selecting keywords offer comprehensive insights into the popularity of specific queries, their usage frequency, and the degree of competition.

• Google Keyword Planner. This tool assists in analyzing search volume, competition, and the current cost per click for various keywords. Select the most relevant queries by utilizing statistics.
• Key Collector. This tool requires payment and offers comprehensive keyword analysis, encompassing data collection from multiple sources and evaluation of query competitiveness.
• SEMrush and Ahrefs. Analytics platforms that offer insights into competitors’ keywords, both organic and paid traffic, along with comprehensive keyword reports.

4. Addressing supporting sources

Besides the methods and tools mentioned earlier, there are additional approaches to gather keywords:

• Discussion boards and social groups. Examine thematic forums and communities to grasp the inquiries and questions users are posing.
• Social media platforms. Observing conversations on social media can yield important insights into trending terms and expressions.
• Feedback from users. Analyze the feedback and inquiries from your customers. This will assist in pinpointing particular terms and issues that can be transformed into effective search queries.

Step 2: Filtering Keywords

Filtering keywords is an essential part of developing a semantic core. At this stage, the gathered list of search terms is refined and enhanced, retaining only those queries that will genuinely attract targeted traffic and elevate the site’s ranking in search engines. Filtering enables the removal of all irrelevant or ineffective search terms while also helping to establish priorities among those that are left. Let us examine the key steps necessary for the efficient filtering of search terms.

1. Omitting unrelated inquiries

To begin filtering, eliminate any words and phrases that do not directly pertain to the content and theme of your website.

• Relevance Assessment. Review every word and phrase on your list and assess their significance to your business and the services or products you provide.
• Omitting unrelated subjects. Eliminate search queries that could attract visitors to your site who do not have an interest in your products or services.
• Analysis of Topic Relevance. If a keyword causes uncertainty regarding its value, examine it within the context of trending websites to grasp its precise meaning and application.

2. Competitiveness assessment

The competitiveness of a query indicates the level of difficulty in progressing for a specific search term. This phase enables you to concentrate on keywords that yield the greatest advantage at the least expense.

• Tools for Competitive Assessment. Utilize resources like Google Keyword Planner, Ahrefs, and SEMrush to evaluate the competition level for every keyword.
• Evaluation of Performance. Review the initial pages of search results for every query. When the leading positions are filled by major brands or formidable rivals, it might be beneficial to explore search terms that are less competitive.
• Level of difficulty. Numerous tools offer a unique coefficient that assesses the challenge of promoting a specific query. Consider this indicator carefully when making a decision.

3. Eliminate informational and non-targeted queries

Informational queries can generate significant traffic; however, they do not consistently result in conversions. It is essential to differentiate between queries that serve a purely informational purpose and those that can result in a sale or other specific actions.

• Analysis of intent. Examine the purpose behind each keyword. For instance, “how to do something” typically represents an informational query, whereas “buy something” distinctly indicates a commercial intent.
• Refining informational inquiries. Submit informational inquiries for content marketing objectives if they align with your strategy. For instance, they can be beneficial for drawing visitors to a blog or help section.
• Eliminating untargeted queries. Omit queries that evidently do not result in commercial conversion or pertain to an unrelated topic.

By understanding the most effective keywords for promotion, you can create a semantic core on your own. It is advisable to select three key queries for each page of the site that are crucial for promotion, including one high-frequency query and two medium-frequency queries.

Feel free to rely on our specialists for this task. Reach out to us, and we will provide you with guidance. Once you have accurately established the semantic core of the site, proceed to optimize the content. Utilize key phrases to create optimized content, craft titles, tags, and more.

Bohdan Prytulyak( CEO )

Founder and head of the PBB Design web studio since 2005