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 marketing list of senior homes be 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.

How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
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Technical condition of the site.
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Collection of site semantics.
Creating useful content.
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Let us recall the difference between informational and commercial requests.

Information requests contain the words "what is", "when", "how much", "why", "Why" and the like. Of the nouns, the following are often used: "reviews", "description", "characteristics", "instructions", of the adverbs - "independently", "to myself", "with my own hands".

Such key phrases are used to promote articles on information resources and blogs on commercial sites. Their specificity is the ability to get traffic, even if the link is in the third ten search results. From the SEO point of view, the relevance of pages and high quality of content are more important than external links.

Commercial queries are entered by people who are in the process of searching for the goods or services they need. The characteristic features of this type of key phrases are:


"Selling" semantics . Words related to the purchasing process are used: "buy", "order", "price", "promotion", "discount", "delivery". But there are some nuances. Let's say the phrase "order a wedding dress" has a clearly commercial character, and "how to order a wedding dress and not go broke" is informational.



Geo-dependence of search results. If a user located in Lipetsk enters the words "electrician services", the system concludes that a list of craftsmen working in this city is needed, and, based on this, forms a list of links. When the phrase "how to pass an electrician for a category" is entered, the search result will be the same for all regions.



Geolocations in queries . The phrase "apartment cleaning Moscow" clearly indicates that the user is looking for a service that will be provided in a specific city. On the other hand, the phrase "where to go in Moscow during winter holidays" is considered informational.



Names of brands and stores. As a rule, they indicate that we have a commercial request for which a person wants to find the product he needs. However, there is the use of brands and specific models to obtain information on their use, repair or maintenance, for example, "Canon LBP2900 printer refill cartridge".


Commercial search phrases bring users from the target audience to landing pages. The competition for such keywords is very high, which means that in addition to content, attention should be paid to usability, strong external links and other factors without which successful promotion is impossible.