GlossarySEO
What is a search query?
Also called: query, search term, keyword vs query, queries in Search Console
Definition
A search query is the exact text someone types or speaks into a search engine. A keyword is the topic you target; queries are the many real phrasings people use for it.
Search query, explained
SEO tools talk about keywords: a phrase with a monthly volume that you decide to target. Search Console shows queries: the actual strings people typed when your site appeared. One keyword maps to dozens of queries, including misspellings, questions, long variations and phrasings you'd never have guessed.
In the Performance report, the Queries tab lists them with clicks, impressions, CTR and position. Two things surprise people. First, some queries are hidden. Google anonymizes rare queries to protect searchers' privacy, so the query rows won't add up to your total clicks and impressions, and the gap can be large on sites with many long-tail searches. Second, queries show intent directly: if people find a page with "free", "vs" or "how to" queries, that tells you what they wanted from it.
Queries are the best raw material for content decisions. Group them by page to see what each page actually ranks for, which often differs from what you wrote it for. Look for queries where you appear on page two, where a section or heading that answers that exact question could move you up. Look for queries that land on the wrong page, a sign of cannibalization. And look for questions you don't answer anywhere yet.
Keep the language. Using the exact words people search in your headings and titles, instead of internal terms, is one of the simplest on-page fixes there is.
Why it matters for founders
Keyword tools estimate. Search Console queries are what real people typed to find you, which makes them the most reliable input for titles, headings and new pages.
Example
Your "launch platform" page gets impressions for "product hunt alternative free" at position 14. You add a section comparing free launch options, and the page moves onto page one for that query.
Common mistakes
- Expecting query totals to match page totals.
- Targeting a keyword without reading the actual queries.
- Ignoring queries that land on the wrong page.
- Rewriting headings in internal jargon instead of searchers' words.
Sources
Checked
Related terms
- Performance reportThe Performance report in Search Console shows how your site does in Google Search: clicks, impressions, click-through rate and average position, broken down by query, page, country, device, search appearance and date.
- Search intentSearch intent is the goal behind a search: what the person actually wants when they type a query. Pages rank best when their format and content match that goal, not just the words.
- ImpressionsIn Google Search Console, an impression is counted each time a link to your site appears in a search result someone is shown. It measures visibility, not visits.
- Keyword cannibalizationKeyword cannibalization is when several pages on your site target the same query and intent, so they compete with each other and Google alternates between them instead of ranking one strongly.