Search queries are the words or phrases users type into the search box before pressing “search” on Google and other search engines. Though similar, queries are not equivalent to keywords. In contrast to search queries, keywords are abstractions based on an accumulation of search data. Queries are literal, as they are the actual words or phrases typed into the search box. Search queries often fall into one of three categories. They include:
- Informational: The user intends to explore a broad topic (i.e. roofing)
- Navigational: The user intends to find a predetermined webpage (i.e. dave’s roofing and construction)
- Transactional: The user intends to complete a transaction (i.e. affordable roof repair near me)
From a internet marketing perspective, which of these there query types can be most beneficial to your roofing company? Navigational queries are predetermined and thus outside of your control. Informational queries are difficult to target because their generality creates unlimited competition. Transactional queries on the other hand are very valuable and can be targeted through SEO, PPC, and other internet marketing techniques. Call (800) 353-5758 for roofer search query data analysis.
Analyzing Transactional Search Queries
There are two primary tools to generate query reports; Google Search Console and Google Analytics. In the case of Analytics, the query data is extrapolated from Google AdWords campaigns while Google Search Console presents queries from organic website visits. It is important to note that not every query is made available in these reports but enough are that data can be sufficiently analyzed. To analyze transactional search queries, search marketers should look for the following:
- Click Through Rate: The ratio of clicks per impressions
- Impressions: The amount of times your search engine result was displayed to a user
- Position: The average position of your search result on Google’s SERP
Finding queries that strike a balance between all three metrics is key to successful analysis. A long tail keyword like “roofing services in dallas, tx” might have your position in the top 5 with solid impressions in click through rate. In contrast, “roofer tx” might have a similar click through rate but a much lower average position due to increased competition and less specificity for the query. The SEO experts at Roofing Webmasters will help you determine which queries are most meaningful to your marketing strategy.
Targeting Roofer Search Queries
Transactional queries are most likely to deliver ROI for roofing companies. For this reason, we’ll want to target these queries as part of our content marketing strategy. Based on the data accumulated from Google Search Console, roofing websites can become more efficiently optimized. Data can also be applied to PPC marketing campaigns based on reports from Google Analytics in conjunction with Google AdWords.
If your roofing company website is not performing up to expectations, now is the time to invest in Roofing Webmasters for your internet marketing needs. Our team of SEO experts will help put your website at the forefront of Google SERPs. We also offer PPC services that can target transactional queries more quickly and yield ROI. For roofer search query data analysis, give us a call at (800) 353-5758.