Requests from potential customers are "bridges" that lead their needs straight to online stores' goods. Whether a person takes your offer or skips it after entering a search phrase depends on many factors. First of all, it’s based on your online store's place in the list of search engine results for a specific user request.
You can find much helpful information about promoting your Magento 2 online store in the search engines here:
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- 5 Top Trends-Future of e-commerce 2021.
- How to save your business during the coronavirus crisis?.
The frequency of requests is a parameter indicating the number of searches for a specific phrase made by users in a search engine for a particular period of time. All search engine queries generally divide into three main types:
- Low-frequency (LF) - up to 100 searches per month;
- Mid-frequency (MF) - up to 1000 searches per month;
- High-frequency (HF) - from 1000 searches per month.
It's impossible to make a precise categorization of the factors that affect the request frequency. All of them exist in close dependence on many processes that surround people in the world. To analyze, we can separate them, for example, by their subject. If the issue is widespread, the values of the frequency of search queries in it would be high. If the topic isn't very popular or even rare, the value of the frequency of requests in it would be low.
But why should we separate our queries by topics or by other values before analyzing them? For clarity, we can imagine two examples of requests:
HF: buy iPhone - 875 434
MF: buy iPhone 8 - 237 487
LF: buy refurbished iPhone - 29 324
HF: tools for calligraphy - 512
MF: calligraphy tools for beginners - 154
LF: handmade calligraphy tools - 86
In the second example, the highest-frequency request "512" lags far behind the low-frequency request "29 324" of the first example. So to determine the frequency correctly, we need to analyze requests only within a specific topic.
Of course, the topic's relevance can't be the only thing that affects the grouping of requests. Moreover, they can change their frequency positions at any time. Among the factors that can influence the frequency of requests can be:
- seasonal relevance of the query;
- relevance for different ages;
- internal alters in the theme of the topic;
- global and local trends in goods, services, and information;
- changes of a worldwide scale or a specific country.
All these changing factors makes division of search queries into HF, MF, and LF even more conditional.
How to determine the frequency of any request?
The frequency of search queries is determined using specialized services, like Google Ads, Google Analytics, Google Trends, Serpstat, Keyword Tool, and others. Using these tools' capabilities, you can determine the frequency of the request you are interested in and analyze the collected information.
An easy way to understand what HF queries mean in general is to enter any generalized word in the search form, such as "Magento 2". The search engine will offer the user information about what Magento 2 is, show articles about its work features, how to install it, how to find a place on the hosting, vacancies for developers, and sale of Magento 2 modules, etc.
Since this request is generalized, it isn't clear what the user wants to find. Most likely, the user has not yet formed a clear need. Maybe he needs information on the SEO promotion of his online store based on Magento 2, or perhaps he wants to buy a module for Magento 2 and fix his store's problem, or see the latest events in his location concerning Magento 2 theme - it is't clear. For this reason, the conversion rate for such queries is lower compared to medium- and low-frequency.
What your online store will receive in case of HF queries is a large traffic and attention from a variety of Internet users. In order to be able to use this for your purposes it should be thought out individually for each case. But you need to take into account all the pros and cons of such a promotion method with an eye to get to the TOP of the search results with these HF queries your team would have to work long and hard with the website and you would need to invest a lot of financial and human resources into it. You should develop your web store in a higher stage compared to other resources on this topic to reach the TOP with HF queries. Therefore, you must constantly improve the website: making it more informative, functional, convenient, and valuable for users.
MF queries occupy a middle niche between generalized queries and specific search phrases. To be precise, MF queries are particular phrases, such as, "red metal teapot NY" or "living room furniture prices." As You can see this is often a phrase with a specific region or characteristics of the search query. Buyers interested in MF search queries are usually in the intermediate stage of collecting information, which precedes deciding to buy a product or service.
Keep in mind that promoting a website through MF commercial requests is more complicated than through MF informational ones, because commercial inquiries are aimed to sell, and the competition between stores for them is higher as many sites are promoted mainly in the MF queries. For example, on the Internet, definitely more than one company offers "buy entrance doors inexpensively."
If you plan to use MF requests in promotion, keep in mind that, in this case, work on your website can take a lot of time. It's challenging to promote a newly created website or a website without SEO optimization. It should be equipped with internal and external linking; the content should be exciting and valuable; the site structure should be optimized, etc. Read more in the article.
LF queries are the least popular, but at the same time, they are the most effective. LF queries, as a rule, bring a targeted audience to the site, which subsequently becomes a client base. LF queries are used mainly by companies offering a wide range of services and products and having a target audience with clearly defined requests. This promotion method is hardly suitable for newly created sites, which have not yet built such a base.
MF and LF queries are the basis of website promotion because they are the majority. Using both groups of queries, you can achieve optimal traffic.
Fade Description for Magento 2
Whatever type of queries you're using for promotion, search engines' system works with keywords, texts, and descriptions on your website. Based on these "descriptions", the search engine would include your site in search results when processing user queries that match with your topic.
As you probably already know from our article about LF queries, it's important to write relevant and unique texts, but not to oversaturate each product with miles of text in three pages to not tire a potential buyer. How do you strike a balance? Our FREE Fade Description module for Magento 2 will help you to hide long category descriptions, which are needed more for page optimization than for customers. This way, you can lead the buyer straight to the product and at the same time reduce his focus on the essential information. The Fade Description module will help you maintain a visual aesthetic of your online store and optimize pages at the same time.