Navigational searches are performed by people who are looking to reach a specific website or page. They show that the user already knows the entity they want to visit and is using a search engine to quickly access it. For example, searches such as “Facebook login”, “Amazon France”, or “Apple official site” are typically navigational, reflecting a clear and direct intention to reach a certain online site or service. These searches often include brand or website names, indicating that the user knows precisely where they want to go.
Here are some key strategies:
- Ensure good visibility for your brand name : Your site must appear in first position for searches including your brand name.
- Optimize profiles on external directories and platforms : If your business is listed on online directories, social media, or review websites (like Google My Business, Yelp, etc.), make sure all information is up-to-date and well-optimized.
- Use Sitelinks : Sitelinks are additional l specific database by industry inks that appear below your main result in SERPs (Google results). They help users navigate directly to specific sections of your site, such as contact, product, or blog pages.
- Create specific landing pages for common queries : For some brands, visitors may search for specific pages, such as “Air France baggage” or “Netflix subscription.”
- Use branded ads to secure traffic : Even if your site ranks well for navigational queries, using paid search engine ads (like Google Ads) can help you secure the top of the page and prevent competitors from capturing your traffic.
Business query
Commercial queries are at an intermediate stage of the purchase process. At this stage, people are in the consideration and comparison phase, looking to explore different options before making a final decision. Unlike transactional searches, where the purchase intent is clear and immediate, commercial searches focus on gathering information to choose the best product or service. Examples of commercial searches include queries such as “best smartphone 2024”, “OLED vs QLED TV comparison”, or “Bosch dishwasher reviews”. These users are looking to compare products or services, evaluating their options before making a purchase.
Here are some strategies to optimize these types of queries:
- Create comparative and informative content : People doing business research are looking to compare different products or services. Creating comparison guides, “best of” product lists, or articles detailing the pros and cons of different options is a great approach to capture their attention.
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Integrate tables and infographics :
- To facilitate the comparison and understanding of the available options, the use of comparison tables and infographics is very effective.
- Provide customer reviews and testimonials : Authentic customer reviews and testimonials play a crucial role in business research. Users often look for opinions from other consumers to confirm their choice. Integrate customer reviews , ratings, and testimonials directly.
- Optimize for Commercial Keywords : Commercial keywords include terms like “best,” “comparison,” “review,” “top 10,” etc. Make sure these keywords are incorporated well into your titles, descriptions, and content to attract the right type of traffic.
- Offer exploration-oriented CTAs : While these people aren’t ready to buy yet, they’re open to exploring your offerings. Offer calls to action (CTAs) that invite them to learn more, download a buying guide, or sign up for a newsletter to receive special offers.
- Use video content : Videos, such as product reviews, demonstrations, or visual comparisons, can be particularly effective for sales research.
This is a user looking to find services,
products, or businesses in a specific geographic area . These searches often include terms like “near me,” “nearby,” or specific mentions of a city or nei ghborhood. For
example, queries like “Italian restaurant in Paris,” “pl project roadmap – who needs it and why mber near me,” or “hair salon in Lyon” are typically geolocated. These searches show that the user has a clear intent to take action in a specific location,
