A query is what a user types into a search engine. Analyze query reports (GSC) to understand how people find your site and to shape content to match real user language.
Ever feel like you are just throwing content out into the world and hoping it sticks? I get it. It can be hard to know what people are actually looking for. But what if I told you there is a simple concept that can change everything? I am talking about understanding what a search query is and how it works. I have been in this business for a long time, and I am telling you, this is the key to creating content that people actually want to read and that Google wants to rank. By the end of this, you will have a clear idea of how to use this knowledge to get more visitors to your site.
So, what is a query (search query)? It is simply the word or phrase a person types into a search engine like Google. For example, “best running shoes” or “how to bake bread” are both search queries. These are the words that connect a person’s need to your website’s content.
Understanding search queries is the foundation of good SEO. By knowing what people are looking for, you can create content that directly answers their questions. This makes your website more useful to users and signals to Google that you are a relevant source of information, which can help improve your rankings.
How Queries Impact Different CMS Platforms
It doesn’t matter what platform you use to build your website; every single one of them relies on understanding search queries to rank well. I am going to show you how to use this knowledge with some of the most popular platforms. The goal is always to make your content as relevant as possible to what people are typing into Google.
WordPress
With WordPress, you have a ton of flexibility to target specific queries. You can use plugins to help with keyword research and content optimization. For example, you can create a blog post titled with a long-tail query like “how to fix a leaky faucet” to attract users with a very specific problem.
Shopify
For Shopify, targeting queries is all about your product pages and blog. You need to use keywords that people would actually search for to find your products. Instead of just “t-shirt,” use “organic cotton t-shirt for women” to attract a more specific and ready-to-buy audience.
Wix
Wix has built-in SEO tools that make it easy to add keywords to your pages. When you are creating content on Wix, always think about the search queries your audience might use. Make sure you include those words in your page titles, headings, and a few times in the content itself.
Webflow
Webflow gives you a lot of control over the structure and content of your site. This means you can create very specific, targeted landing pages for different queries. For example, you could have a separate page for “local coffee shops near me” if that is a popular query for your business.
Custom CMS
If you are using a custom CMS, you have the freedom to build your site around a comprehensive keyword strategy. You can design your content management system to track and optimize for specific queries, ensuring every piece of content is created with user intent in mind. This gives you a powerful advantage in the search rankings.
How Queries Apply to Different Industries
Understanding what a query is is the first step, but how you use that knowledge changes depending on your business. I am going to break down how to think about search queries in different industries. This is about making sure your content connects with the right people at the right time.
Ecommerce
In ecommerce, queries often fall into a few groups: informational (“what is silk?”), navigational (“Nike store”), and transactional (“buy running shoes”). I suggest you create different types of content to match each kind of query. Your product pages should target transactional queries, while your blog can target informational ones.
Local Businesses
Local businesses need to focus on queries with location-specific intent. People are often searching for things like “plumber near me” or “best pizza in Sialkot.” You should include your city, neighborhood, and region in your content to make sure you show up for these vital local searches.
SaaS
For SaaS companies, queries are often about solving a problem. People might search for “project management software for small teams” or “how to create a budget.” I recommend you create blog posts and landing pages that directly address these problems and show how your product is the solution.
Blogs
Bloggers live and die by search queries. You need to find out what questions your audience is asking and then write the most comprehensive, helpful articles you can. I always tell bloggers to use long-tail queries, like “how to grow tomatoes in a small garden,” because they have less competition and a very specific audience.
FAQ Section
What is the difference between a query and a keyword?
A query is what a person actually types into a search bar. A keyword is a word or phrase you optimize your content for. While they are often used interchangeably, a query is a real user’s input, and a keyword is a strategic term used in SEO.
What is “search intent” and why is it important?
Search intent is the reason a person is typing a query. Are they looking to buy something, learn something, or find a specific website? Understanding intent helps you create content that perfectly matches what the user wants, which leads to better rankings and happier visitors.
How do I find out what queries people are using?
You can use a few simple tools. Google Search Console will show you the exact queries people used to find your site. You can also use free tools like Google’s Keyword Planner or paid tools to find related queries and see how many people are searching for them.
Should I create a different page for every single query?
No, that would be a nightmare! I recommend you group similar queries together on one page. For example, a single page about “chocolate chip cookies” can also rank for queries like “easy chocolate chip cookies” or “best chocolate chip cookie recipe.” Focus on creating one great piece of content that answers a whole group of related questions.