What Are Transactional Queries?

Learn about what a transactional query is with Search Hustle.  

what are transactional queries

On average, internet users search Google 4 times a day.

The words and phrases that an internet user types into the search box of the web browser to pull up a list of results are referred to as a “search query”. There are three different types of search queries: navigational, informational, and transactional.

For the purposes of this article, let’s focus on transactional queries and dig a bit deeper into what it is.

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What Is a Transactional Query?

Transactional queries are just like they sound—the searcher has the intent to make a transaction, typically a purchase. They are sometimes referred to as a “do” search.

Most often, a transactional search query centers around a specific brand or a product name (like “Asics shoes”). However, it can also be generic (like “men’s running shoes”) or include terms like “buy”, “order”, “purchase”, or “download”. This type of traffic tends to be high-value because searchers are close to the bottom of the funnel or BOFU.

BOFU searchers are one of the most valuable types of queries. Unfortunately, they’re also not nearly as prevalent as an informational query. This is why a business should always strive to have its website include pages that are placed all through the entire sales funnel (TOFU, MOFU, BOFU). By doing this, it’s easier for potential searchers to find you and eventually transact with you.

Vertical searches

A vertical search is a subset of a transactional search query. It stands for a user looking to make a transaction in a specific industry. 

A vertical search commonly includes local searches, hotel searches, restaurant searches, theatre searches, etc.

how should a business target trasactional search queries

How Should a Business Target Transactional Search Queries?

When a business is trying to hone in and target users who are doing transactional search queries, it is best to use a two-pronged approach. This means that you should utilize both organic content (local SEO, optimized product pages, etc.) and pay-per-click advertising like Google Ads.

There are several reasons why PPC works best for targeting transactional search queries:

  • When users are looking for a product to buy, a sponsored ad will appear at the top of the SERPs and be just as likely to deliver what they’re searching for as the organic results
  • For transactional queries, sponsored results take up a lot of the real estate on the SERPs, so you get better visibility
  • Google Ads enables you to include a picture of your product in the sponsored ad, which is visually appealing and eye-catching to users
  • Users are more likely to click on a sponsored ad when looking to buy a specific product over organic results

Ultimately, Google Ads is a scalable and cost-effective way to gain leads and sales.

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