Transactional Query

What Is A Transactional Query?

A transactional query is a type of search in Google where the user intends to buy something online but hasn’t decided where to buy it.

Transactional queries can include making a purchase, booking a service, downloading a file or any other action where a user intends to get something online.

It’s important to note that a transactional query doesn’t have to involve payment. Providing your email address to access gated content is also considered transactional.

That means a search query like “download free notion template” is also a transaction query.

The key thing to remember is this…

Transactional queries signify the user’s readiness to take immediate action.

That means any keyword where the primary search intent is to aquire something is a transactional query.

Why Are Transactional Queries Important?

Transactional queries are important because they signify that the user is ready to buy.

Ranking for a transactional query is a surefire way to increase:

  • Conversions
  • Leads
  • Sales

That’s why they are more competitive than regular search terms.

Think about it like this:

A transactional query is the bridge between a potential customer and your offer.

Your goal is to rank your website so it positions your business as the immediate solution to the customer problem.

What’s An Example Of A Transactional Query?

An example of a transactional query is “buy running shoes online”.

This query clearly indicates the searcher’s intent to purchase running shoes through an online store.

More examples of a transactional query include:

  • Book flight tickets to Paris
  • Subscribe to Netflix
  • Order pizza online
  • Download photo editing software
  • Renew car insurance online
  • Purchase concert tickets

All of these examples signal a clear intent to take immediate action, which means they are all transactional in nature.

How To Identify Transactional Queries

To identify transactional queries you need to understand the search intent and specificity of the search query.

Here are the two ways to identify a transactional query:

Look At The Nature Of The Words

Transactional queries usually include:

  • Verbs: buy, download, book, order, subscribe
  • Specificity: brand names, product models, types of services
  • Transaction-Related Words: online, near me, price, deals, free

If the query includes these types of words and phrases, it is likely transactional.

Look At The Search Results

Google your target keyword and see what’s ranking.

If you see a lot of ecommerce stores or landing pages ranking at the top of the search results – This is a good sign that the query is transactional.

transactional query example

But if you see pages that contain more informational content like blogs or forums, then this is a signal that it is not a transactional keyword.

It’s as simple as that!

Think of the Google search results like a crystal ball into your customer’s mind. Whatever currently ranks in Google is there because it provides the users with what they want.

This is the easiest way to identify the keyword type.

Remember:

Understanding a transactional query is simply identifying the search intent. If the intent is to make any kind of transaction (free or paid), you can be confident that it’s a transactional query.

How To Target Transactional Queries

Here’s how to target transactional queries in 3 steps:

1. Include Target Keywords

Incorporate your target keywords into your content and landing page.

This includes titles, meta descriptions, written content and even URLs so that Google can understand the relevance of your page and the target transactional keyword.

You can even use LSI keywords to help your page rank for other related transactional queries.

Avoid keyword stuffing.

Over-optimising your content is the fastest way to the bottom of the search results.

Stuck on how to optimise your page? Check out our full ecommerce SEO guide.

2. Optimise Your Landing Page

Your landing page should directly cater to the transactional intent of your visitors.

Here’s what I mean:

The design of your landing page should do two big things:

  1. Let the user know you have what they want
  2. Make it easy for them to take action

That means having a nice design that attracts the user to the page and includes a range of elements like CTAs, headlines, bullet points, images and even videos.

Make sure to include the most important information above the fold.

3. Streamline User Experience

If your website offers a bad user experience – You are losing money!

Create a seamless user experience that makes it easy for users to take immediate action.

That means having a fast-loading website, an intuitive layout and a straightforward checkout or sign-up process.

Minimise the steps between the user visiting your landing page and buying your product/service.

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