Query

A query is the concrete search request a user enters into a search engine or database. In an SEO and SEM context, query usually means the actually typed phrase, in contrast to a keyword, which represents a bundled search intent maintained by the advertiser. In databases, a query is a request formulated in SQL or a similar language against a data set.

Query and keyword

Advertisers book keywords, while users enter queries. A query can be considerably more specific than the booked keyword, for example the query red sneakers for summer can match the keyword sneakers in a broadly booked campaign. Search term reports show which queries actually triggered ad delivery, providing the basis for negative keywords and ad copy optimisation.

Long tail queries

Very specific queries with several words or modifiers such as location, brand or model are called long tail queries. They each carry low search volume, but in sum they make up a large share of the overall market. Long tail queries often show higher conversion rates than generic short queries, because the search intent is clearer and competition is usually lower.

Practical use

In day to day marketing, query data from Search Console, Google Ads or internal site searches provide valuable hints on topics that genuinely move the audience. These insights feed into new content, FAQ pages, newsletter topics and product descriptions. For email campaigns, it is worth using long tail queries as inspiration for subject lines and topic clusters.