What Is The Difference Between Keywords And Search Queries?
What Is The Difference Between Keywords And Search Queries?
Understanding the distinction between search queries and keywords is essential to developing successful search strategies.
Although the terms "search query" and "keyword" are often used interchangeably by marketers, it is critical to recognize the differences between them.
Failing to comprehend the distinction between a query and a keyword can result in ineffective search marketing techniques.
This article will explore the essential aspects of search queries and keywords, beginning with their definitions.
What Are Search Queries?
Search queries are utilized by individuals to locate information through search engines.
When an individual speaks or types words into a search engine and clicks on the "search" button, it is referred to as a search query.
The specific text that is entered to initiate a search is considered the search query.
Search intent refers to the purpose for which a user is seeking information.
The Search Engine Journal's article "How People Search: Understanding User Intent" outlines the various forms of search intent.
What Are Keywords?
On the other hand, the fundamental element of search campaigns is the use of keywords. These are the primary terms or phrases utilized in paid search or organic marketing campaigns, with the aim of appearing on Google search results for those specific queries.
The Difference
The difference between keywords and search queries depends on whether you are referring to a user's or a marketer's actions.
Users are not concerned with keywords; they simply want answers to their questions.
For marketers like us, however, both search queries and keywords are important. Understanding the search terms used by our target audience and how they relate to our content and advertisements is critical for successful marketing campaigns.
This is where knowing the user's intent becomes valuable.
Users search for the same information in various ways, using different word orders or including modifiers in their queries. Nevertheless, Google recognizes that the intended meaning of the keyword is the same.
The diagram below illustrates the difference between keywords and search queries.
This example demonstrates how various search queries can lead to the same primary keyword.
While you can interchangeably use search queries and keywords, understanding the difference can significantly impact your marketing strategy.
How To Use Search Queries To Level Up Your Keyword Game
Ranking at the top of Google for the right keyword can bring significant revenue to your business. What if you could utilize your audience's genuine search queries to enhance your keyword research?
To boost your keyword game, I will guide you through a three-step approach that leverages your audience's search queries.
Fortunately, Google Analytics, Google Search Console, and Google Search are all free tools that can assist you in achieving this.
1. Discovering High-Value Pages
To improve your business's keyword game, the first step is to identify the pages that are most effective in achieving your business objectives.
In this example, we'll be using GA4, so create an account with Google Analytics and go to Reports > Life cycle > Acquisition > Traffic acquisition from the drop-down menu.
To convert the dimension from all users to only organic search users, some modifications to the default settings are necessary. Click "Add comparison" at the top of the page.
Under Include > First user source / media, select the dimension value "google / organic." To simplify the table, click the x to remove the "all users" dimension.
To see the landing pages that support our business item, we need to add a secondary dimension. Within the table, click the blue plus sign + > Page / screen > Landing page.
By clicking the "Conversions" row heading, we can sort the organic landing pages in ascending order based on the number of conversions assigned to them.
Depending on your site traffic and business goals, you may want to focus on specific goal accomplishments.
For instance, if you want to increase chatbot conversions, you can limit conversions to "chatbot" only, and sort the organic landing pages in increasing order.
Take note of any landing pages that are related to bitcoin advertising or audience insights if you notice a pattern.
If you have a long list, you can download the file from the upper right-hand corner. In step two, we'll use the precise URLs if you have access to them.
2. Mining For High-Value Search Queries
The most effective way to conduct keyword research is by studying the queries of customers who engage with your website in a meaningful way. Instead of focusing solely on keywords, it's important to analyze the queries that are being searched for. Are you prepared to delve deeper into your high-value search queries? Let's get started!
To begin, access Google Search Console and select your property from the top-left dropdown menu. Next, click on "Performance." The default settings will display the search type as web and date range as the previous three months, which may suffice depending on your site's volume and seasonality. Adjust the settings as necessary.
In the "URLs containing" box, click on the plus sign "New" and select "Page..." to identify high-value page URLs.
3. Expanding Horizon With Google Autocomplete
Building on our example of bitcoin advertising, "crypto advertising" is currently our top search term. However, it's important to expand our search by identifying other relevant terms and variations that consumers may be searching for.
To ensure unbiased results, it's necessary to adjust a few parameters. Log out of Google or use a private window to prevent your search history from influencing the results. Additionally, if your target audience is located outside of your area, you'll need to use a VPN to view forecasts for their region.
Next, go to Google and enter one of the keywords identified in step two without hitting enter. As you type, Google Autocomplete attempts to anticipate your search by analyzing popular queries among users. This is a valuable tool for discovering long-tail keywords, which are typically three or more words and represent specific customer needs.
To use Autocomplete effectively, enter one of the high-value keyword samples from step two and try adding letters of the alphabet to the end to see how the predictions change. You can also add an underscore to the beginning, middle, or end of the keyword and include relevant keyword modifiers such as "how to," "when to," "where to," and more.
Examine the search engine result pages, paying attention to the number of advertisements and the type of rich results displayed. Click through to various webpages to uncover high-value long-tail keywords and gain insight into the user's intent.