How searchers formulate queries in Google

Half of the searchers use fragment queries such as “fix coffee maker”, while the other half uses more specific queries such as “why doesn’t my coffee maker turn on” and “brand model coffee maker trouble shooting”.

While most searches use two-word queries, the chosen words vary a lot. Individuals search differently and they phrase their queries in distinct ways.

In the study, some searchers choose to ask a question while others choose to make a statement. 27% of searchers phrased their query in the form of a question (‘how, ‘why’, ‘where’, ‘what’, ‘which’). 73% used a non-question form.

When searchers entered a question in the search form, ‘how’ was used by 44% of searchers. The least popular question word was ‘what’. It seems that searchers are looking for a solution (‘How do I fix my coffee maker?’) instead of a reason (‘Why is my coffee maker not working?’).

To get as many targeted visitors as possible, you have to developed distinct approaches for the individual ways people search.

As explained in the SEOprofiler manual, searchers go through three research phases. Searchers in the research phase want specific information. They want a quick solution and not detailed explanations. Create educating content that targets users in different research phases.

Keyword suggestion tools can help a lot to get new keyword ideas for your business. However, you shouldn’t rely solely on them. Be creative when you choose the keywords for your web pages.

Do not vision how searchers might choose to phrase a query. Phrases vary, often widely, from one searcher to the next.