A Query is a character, keyword or series of either that a user enters into a search engine when completing a search.
When a query is entered into a search engine, the Search Engine Results Pages (SERPs) return a list of items that are deemed the most relevant to your query, based on a variety of factors including the content written on the page, the page’s loading speed, and the number of links that are directed from other websites to the page being featured in the results.
Content creators have to find a way to ensure that any given query that is relevant to their website’s products or services is able to feature their content in the SERPs.
Long-Tail Keywords Vs. Short-Tail Queries
Keywords that contain multiple words that refer to very specific items are referred to as “Long-tail” keywords.
These keywords tend to have more detail around the subject, implying that the user has a greater degree of interest in the results of their query.
Someone searching the short-tail query “pizza” does not necessarily signal their entire search intent, whereas someone using the long-tail “order pizza nearby” or “best mozzarella for making homemade pizza” is seeking specific information on purpose.
This increases the likelihood of them visiting your site, as well as completing an action while there, called a conversion.
Websites want to have exposure to long & short tail keywords that are relevant to their products & services, in order to cast the widest possible net of influence in search.
Digital Marketers should also look to leverage things like AdWords & Rich SERP features in order to get SERP listings for queries above the fold, while pushing their competitors’ content further below the fold, making it more difficult to find.
Voice Search Queries Vs. Text Queries
Marketers & content creators also need to consider the difference in search style between voice & text queries.
As more & more users begin using voice search through their connected devices, the way that content is searched for will change.
This makes it all the more important to do a thorough & comprehensive content strategy, that includes written, audio & video content, in order to be relevant to the wordings of each query type.
Certain topics are more difficult to articulate properly in writing vs. conversationally, which is essential to think about when crafting a content strategy.
Remember, the way that you order the same pizza changes depending on the situation & time of day that you place the order, and your customers are the same way.
Be sure that however they structure their queries, you have a piece of relevant content ready for them to consume.