Us humans don’t just wake up one day knowing exactly what we need, pop that into Google and buy.
We like to do research, and this research can be a little messy.
The time between researching a product or service and buying said product or service could take a few minutes or years!
That’s because we all go to the Internet with different intent. We might be looking for information, wanting clarification, or we may be ready to buy something.
So if you want to get in front of your potential customers, you need to make sure you create different content that answers the different types of search queries your potential customer will type into Google.
AND you need to optimise that content, ensuring you maximise your chances of ranking.
But how the heck do you do all of that?
Let’s break it down and simplify it all before this whole idea makes you break out in hives.
(Honestly, this isn’t as scary as it sounds!)
First things first, what is a search query?
A search query is simply the words or phrases you put into Google to find something you’re looking for.
When you’re trying to figure out where you’ve seen that actor before on TV, what do you do? You Google it! That’s a search query.
All you need to know is there are three different types of search queries, and your customers will use these to find you and potentially buy from you.
Don’t believe us? According to a study, 81% of people research online before buying.
We all do it. We can’t even buy a toaster without a bit of research!
So yes, you will need to create content if you want to get in front of people researching. Because if you don’t, your competition will!
What are the 3 types of search queries?
When you search for anything on Google, it normally falls into three categories:
Different search queries lead to different results, i.e. different types of content.
So let’s look at each type individually and understand why you should produce (and optimise) content that falls under each category to help more of your prospective clients find you and to make more sales.
1. Informational queries and the content you can create
What is an informational query?
An Informational query is what it says on the tin. It’s the kind of stuff people look for when they need information on how to do something or find out what something is.
For example, you might type into Google: “How to make pumpkin pie”, “How to fix a broken zipper“, or “What does stoozing mean?“
How can you create content for informational queries?
A lot of this is by answering ‘how’ or ‘what’ based questions; you can easily use this in your business too.
To get in front of our audience who are using informational queries, we use content like:
- How to use humour in your marketing so people fall in love with your business (+11 prompts to help you!)
- What is an SEO content writing service? And how does it all work?
- Or How to Make Content Part of Your Sales Process (so you get more sales, faster!)
Why is informational content good for you?
The benefit of publishing content for informational search queries on your website is that it helps you attract website traffic and rankings.
What does this mean?
When prospective customers are looking for “How to” content, they can find your informational content.
Many of us use informational search queries. So if you can help your audience by answering their questions about the information they’re looking for, you could rank in search engines and get those people on your email list. Or even buy!
Of course, it takes time and effort to get website traffic and rankings from content that answers informational search queries. You need to think about keyword research, content writing and optimising the content, etc., but you get the gist. And if you need help with that, our SEO checklist for blog posts should help!
All sounds perfect so far, right?
But let’s play devil’s advocate.
Are there any drawbacks to publishing informational content?
We 100% recommend that you publish content that answers informational search queries (we certainly do!), but if you only focus on this type of content, you may be shooting yourself in the foot. Because while you’re attracting lots of people (yay!) they might not be looking to buy from you (oh dear!)
Remember that at this stage, people are looking for information. They want to find out how to get something done. That doesn’t necessarily mean they’re considering buying anything at this particular moment.
The idea is to get a lot of traffic using that content, and SOME of that traffic will eventually buy. But most won’t.
The good news is that you can (and should) publish other types of content, too – types of content that get people to buy…
2. Commerical/Transactional queries and the content you can create
What is a commercial/transactional query?
A commercial/transactional query is what someone types into Google when they know what they want to buy, but they don’t know what company or person they want to buy it from.
Commerical/transactional queries are specifically about products/services/companies. For example, let’s say you’re looking for project management software. You can imagine typing into Google, ‘monday.com reviews‘. Or even ‘monday.com discount code‘. These queries show buying intent.
Commercial/transactional content is what pops up when someone is searching for your products or services specifically.
How can you create content for commercial/transactional queries?
If you look on our website, you’ll find blog posts like:
- 11 Reasons our SEO content writing service is not right for you
- Why is our SEO content writing & blog management service so expensive?
- Or What’s Our Black Friday Offer 2022 All About Then?
We have many more examples as we create A TON of transactional content.
And as you probably know, if you’ve come across our content before, we are big fans of the teachings from They Ask, You Answer by Marcus Sheridan. The key here is to focus on what your ideal customers ask you (face-to-face during meetings or sales calls, over the phone, or by email) and take the time to answer those questions in detail through your content.
Ideas for transactional/commercial content YOU can create
If you think you have nothing to write transactional content about, think again because the minute you start looking at your customers’ questions, the idea floodgates will open. But if you’re sitting there scratching your head and wondering how this might work in your world, here are some more examples.
- Content that answers cost-related questions. For example, “How much does a Dyson cost?”
- Case studies and success stories from previous clients.
- “The best” type of content. Examples of this could be “The best website builders for beginners” or “Manchester’s best co-working and freelancing spots.”
- Myth-busing content, that tells people (nicely!) what they get wrong about your products or services
- Jargon-busting content, like “What depreciation means to you and how our accountants can help.”
- Original research you made in a specific area of your industry.
- Or objection-led content. This is content that you create specifically in answer to the objections (explicit or implicit) you hear from your customers repeatedly. Things like, “I don’t have time to…” or “This won’t work for me because…”, or “I can’t afford this right now because…” This is where you tip the argument and explain why these objections aren’t valid. Acknowledge that you see and understand your prospective clients’ worries, but take the time to break them down and show them how they will get results from working with you.
Why is transactional/commercial content good for you?
You’ll want to publish transactional content on your website because it helps you attract more of your ideal customers and convert leads into sales.
Because ultimately, you want to sell, right?
The people who are likely to come across this type of content are already thinking about buying your products or services.
They might not have decided to buy from you just yet, but this type of content is designed to sway them in the right direction!
First of all, you’d be surprised, but many business owners don’t create transactional content (all the more reasons why you shouldn’t stop at informational content!) So this makes you stand out from your competitors.
But also, transactional content helps you showcase your services and explain how you work and what you offer. By creating content of this type, you’re pre-empting many of the questions, objections, worries, and doubts your prospective clients have around making that final decision to buy (or buy from you).
Think about producing transactional content as providing a service – helping prospective customers make a more informed decision. You’re making it easier for them to buy. And as a consumer, yourself, don’t you just love it when that happens?
Are there any drawbacks to publishing transactional content?
There aren’t that many drawbacks to publishing transactional content. The only thing that slightly plays against it is the fact that it’s sometimes not the best type of traffic-generating content.
This means it won’t necessarily attract tons of traffic to your website from search engines (it depends on what type of content you create). But the traffic it does attract is more primed to buy.
3. Navigational content
And finally, navigational content is the type of content people land on when they’re looking to find a specific website or page. So when someone is typing in the name of your company or brand into a search engine, they’re performing a navigational search.
Of course, this means they already know you. They know your brand name and the products or services you sell, they’re probably interested in buying, and they want to find the correct website or physical location (like a specific product or service page) to get what they’re after.
Like transactional content, navigational content comes in handy when people are already in your world – they know your brand or business name. But it’s still important to optimise the correct pages on your website to ensure your customers find what they’re looking for.
For example, on our website, you’ll find the page Blog Writing & SEO for time-poor businesses, and that’s optimised for “content writing packages” “SEO content writer” or ‘SEO content writing”. So if someone were to type that in, they’d be directed to this page and find all the information they need.
We also link back to our service pages from other pages on our website or from our blog posts (just like we did above), and that helps our prospective customers find what they’re after.
Why is navigational content good for you?
In a nutshell, it helps you sell!
Take our service page for Blog Writing & SEO as an example again. It has all the information that someone needs to make a decision:
- We open with a short video where you can see us (and see we are real people in the flesh and not robots!) and where we introduce the service.
- It talks about the problems that our ideal customers are experiencing and want to solve.
- It shows them what life could be like – what they would get if they invested in our service.
- Then it explains the service – step by step.
- It spells out how much time (and therefore money) our clients could save with our help.
- And finally, it outlines the simple steps someone needs to take to get the ball rolling with us.
It breaks it all down for our ideal clients, so the only thing left to do for them is get in touch with us! That’s how brilliantly navigational content can work for you.
Are there any drawbacks to publishing navigational content?
Navigational content is an essential component of your website. Just like you need a Home page, you need product or service pages. Otherwise, how will your prospective customers know what they can buy from you and how?
But navigational content alone isn’t enough.
Plus, it tends to be static, meaning that (unless your services change every other month) this type of content isn’t likely to change very often. And if you don’t publish anything new regularly, Google and the other search engines can’t see that you have anything relevant or useful to share and are less likely to rank you high in the search results.
If you only have navigational content on your website with no other content whatsoever, it will be really hard for new prospects (i.e. people who don’t already know you and your business) to find you.
So if you want new customers to find you and your fantastic business, you need to publish fresh and helpful content (both informational and transactional).
Would you like our SEO blog agency to help you?
Your website needs a clean structure with the right type of content (i.e. an active blog with useful, in-depth, optimised articles) and optimised pages for your products and services so that more of your ideal customers can find you via the search engine results and buy from you. That means you need to plan for different types of content, set time aside for keyword research, and then create all that content.
And yes, we know this takes time! That’s exactly why we can create that content for you so you don’t need to worry about a thing.
- Content that helps you rank on Google and delivers you traffic.
- High-ranking content that helps your potential customers.
- Content that pre-qualifies your customers and helps you attract those who are right for you.
- And content that helps you make more sales.
And, of course, we do all the keyword research for you. Want to find out more? Get in touch and let’s have a chat!
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