What is a Transactional Query?
A transactional query is a search term used by someone who is looking to make a purchase, but have not decided where to get it from.
Transactional queries are action-driven and typically include keywords like “buy,” “order,” “book,” “download,” or “subscribe.” For example, searches like “buy running shoes online” or “book a hotel in Sydney” are transactional queries because the user is looking to take action, whether that’s making a purchase or booking a service.
However, transactional queries don’t always have to have identifying terms.
Why Are Transactional Queries Important?
From an SEO perspective, transactional queries are highly valuable because they target users who are further along in their purchase journey. This is especially beneficial for eCommerce and businesses who offer a services as this can help create tailored content and landing pages that cater directly to the needs and intentions of potential customers, leading to a more seamless user experience and a higher likelihood of successful conversions.
Tips For Optimising For Transactional Queries
- Match User Intent: First, you need to understand what your potential customers are searching for. Are they still looking for information? Comparing products, or looking to make a purchase? Tailor your content, product descriptions, and calls-to-action to directly address these needs and motivations. A good way to double check the intent of a query is to search it yourself and see what is already ranking. If it is mostly eCommerce, there is a good chance that it is transactional
- Ensure Your Pages Are Fully Optimised: As with any keyword, optimise your product or service pages for both SEO and user experience. This includes using relevant keywords in your titles, headers, and throughout the content, as well as ensuring your meta tags are compelling and informative. Don’t forget to ensure that your site is mobile-friendly and loads quickly, as these factors can significantly impact conversion rates.
- Use Product Structured Data: For eCommerce sites, implementing structured data markup can help search engines understand the content on your pages better. This can enhance your visibility in search results with rich snippets, such as price, availability, and ratings, making your listings more attractive and informative to users.
- Focus on Internal Linking: An internal linking structure guides users to related products or services. This not only helps search engines crawl your site more effectively but also encourages visitors to explore more of your offerings, increasing the chances of conversion. Linking to relevant blog posts, product categories, or other high-converting pages can help keep users engaged and lead them closer to making a decision.
