How searchers formulate queries

BlueNileResearch published an interesting study about the way searchers formulate their queries. This article will show you how to use this data to reach more customers.

1. There are two different approaches

Half of the searchers use fragment queries such as “fix coffee maker”, while the other half uses more specific queries such as “why doesn’t my coffee maker turn on” and “brand model coffee maker trouble shooting”.

2. The phrasing varies wildly

While most searches use two-word queries, the chosen words vary a lot. Individuals search differently and they phrase their queries in distinct ways.

3. Many searchers phrase their query in form of a question

In the study, some searchers choose to ask a question while others choose to make a statement. 27% of searchers phrased their query in the form of a question (‘how, ‘why’, ‘where’, ‘what’, ‘which’). 73% used a non-question form.

4. ‘How’ questions are more popular than ‘why’ questions

When searchers entered a question in the search form, ‘how’ was used by 44% of searchers. The least popular question word was ‘what’. It seems that searchers are looking for a solution (‘How do I fix my coffee maker?’) instead of a reason (‘Why is my coffee maker not working?’).

So what should you do to improve your SEO campaigns?

To get as many targeted visitors as possible, you have to developed distinct approaches for the individual ways people search.

As explained in the SEOprofiler manual, searchers go through three research phases. Searchers in the research phase want specific information. They want a quick solution and not detailed explanations. Create educating content that targets users in different research phases.

Think beyond keyword suggestion tools

Keyword suggestion tools can help a lot to get new keyword ideas for your business. However, you shouldn’t rely solely on them. Be creative when you choose the keywords for your web pages.

Do not vision how searchers might choose to phrase a query. Phrases vary, often widely, from one searcher to the next.

People are different. The more pages your website has, the more likely it is that one of these pages caters the needs of a particular searcher. Create different pages on your website that describe different aspects of your products and services.

The tools in SEOprofiler help you to find good keywords for your business. They also help you to optimize your pages for these keywords. If you haven’t done it yet, try SEOprofiler now:

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Tom Cassy

Tom Cassy is the CEO of SEOprofiler. He blogs about search engine optimization and website marketing topics at “”.

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