Informational and commercial search queries: what's the difference

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There are two main reasons why people need help from search engines. The first is the need to obtain useful and necessary information on a variety of issues - everyday, legal, financial, etc. The second is the need to find goods and services. Depending on the user's needs, he or she contacts the system with an informational or commercial request. For a person looking for information, the difference between them is obvious: he or she has different goals. How do these types of search phrases differ from the optimizer's point of view?


SEO aspect.

The classification of queries should be interior designers service email list carried out in the process of forming the semantic core. Ignoring this step is fraught with errors, due to which the site's entry into the top will be significantly hampered:


Mixing informational and commercial keywords on one web page . As a result, the relevance for both types of queries is not high enough. The optimal solution is to distribute phrases with different intents across separate pages: the main page, categories, and product cards are optimized for commercial keywords; the blog, help, and



Link promotion of commercial pages taking into account information anchors . This happens if anchor links like “how to choose…” lead to the product page.



False promotion strategies . When building a list of links, the search robot is guided by the user's intent, which is clear from the key phrase. For example, if the system sees the query "buy a washing machine", the first lines of the search results will be occupied by the sites of stores selling household appliances. There is no point in promoting a blog of a specialist in the maintenance and repair of washing machines using this phrase.




PPC aspect .

Understanding the differences between informational and commercial queries for contextual advertising in Yandex.Direct and Google Ads is no less important than for SEO. Placing ad units on informational sites is cheaper, but you shouldn't expect high conversion. Users who access the system with commercial search phrases are much more prepared to purchase the promoted goods and services.