Every minute, on average, there are 63,000 searches on Google, or 5.6 billion per day. Sometimes, those searches are so general it takes the searcher in a different direction than they intended. Other times, because of the words used, the searcher lands on exactly the information they need.
There’s a lot of confusion over terminology when it comes to searching the internet. Many times, marketers use the terms “search queries” and “keywords” as if they’re the same. That’s a big mistake because there is a big difference between the two. Knowing the difference can make a big impact on the probability of your website being found or not.
Explanation: Aren’t search queries and keywords the same?
Simply put, a search query or question is what someone types in the search bar; it has everything to do with the searcher. For instance, if you’re looking for a pool cleaning company, you might type “pool cleaning companies near me” or “pool servicing companies.” Each will give you similar results but not an exact 1:1 match. Those are “search queries.”
On the other hand, keywords are all about your marketing strategy. They’re the basis upon which your foundation is built. Keywords are the words you choose, broad keywords, exact words, or phrases that tell Google when to show your website to a searcher. If you’re a pool service company and your keywords are “pool servicing company” or “pool cleaning companies near me,” or “pool,” and someone types in “pool,” your website will appear in the results.
Go Deeper
For the most part, the average person doesn’t care that there’s a difference between search queries and keywords. There’s no reason for them to care as long as they see the right results for their search.
Where it does make a difference is for you as a small business. If you’re using the wrong keywords or aren’t paying attention to what people are searching for, you could be missing out on new customers for your product or service.
Keywords can be as simple as one word or as complex as a phrase. Start your keyword setup by looking at tools such as Google’s Search Console or SEMRush. Both can provide you with a list of search queries around your company’s business. You should also look at keyword reporting
From there, look for the common words to start your keyword list. The keywords don’t have to be an exact match; as long as you’re in the ballpark, Google’s algorithm will pair it up with the user’s intent and deliver it consistently. Using our example of the pool company, using keywords like “pool cleaning” or “pools” will return your company to the searcher if they are even close to those keywords.
Once your first keyword list is complete, use them to base your content (blog posts, website copy) as well as in your advertising. When you’re setting up your Google ads, make sure you’re using the keywords in your list so your ads will appear when people search for something similar.
You should also make sure your keywords are inserted in your site’s backend metadata through tools such as Yoast, which has a WordPress plugin, making it easy to get the best results.
Make sure to look at your search queries at least every 30 days to make sure your keywords are aligned with the search queries or to source new keywords to target. A Search Console report will give you where you appear in searches, so you can always have a different look at what’s going on in web searches and where you stand.
Big Picture Takeaway
Knowing the difference between search queries and keywords is key to building your online marketing plan. It will help keep your product or service at the forefront of those looking for similar products and ensure more people find what you have to offer.
Likely Impact
- A larger audience for your product, service, and website
- A higher position in search results
- More quality leads with more specific keywords based on relevant search queries
The Bottom Line
Knowing the behind-the-scenes mechanics of how your website and ads work with search engine algorithms is important, but it’s not necessary that you know all the details. Your job is to run your business and please your customers. There are plenty of resources out there if you want to take advantage of keywords based on search queries. For those who don’t want a do-it-yourself option, companies like Search & Convert are always ready to help.
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