A search query is the word or phrase a person types into a search engine like Google to find relevant content or information. It’s the starting point of nearly every web search and is a vital part of how people discover websites, products, and services online.

In web design and digital marketing, understanding search queries helps you tailor your content so it matches what real people are searching for. Whether you’re building a personal blog or using an AI website builder, designing with the user's search intent in mind can drive more traffic to your website.

Why search queries matter in web design

Search queries directly influence how content is organized, labeled, and optimized on your site. If someone types “best website builder for small business,” they’re looking for solutions—ideally yours. To be found, your pages need to reflect that language, especially if you're investing in SEO.

Web designers and content creators often use tools like Google Search Console or keyword planners to understand which queries bring users to their sites. This insight helps guide everything from page layout to headline copy and navigation structure.

Types of search queries

Navigational queries

These are used when someone is looking for a specific website or brand, like “B12 website builder.”

Informational queries

Here, users are seeking knowledge or advice, such as “how to boost client engagement” or “what is responsive design?”

Transactional queries

These are commercial in nature and show buying intent, like “sign up for online scheduling tool” or “best email marketing platform.”

How search queries impact SEO

Optimizing your website to match search queries is a huge part of successful SEO. It’s not just about keywords—it’s about understanding what your audience truly wants. Aligning your content to their search behavior can improve rankings, click-through rates, and engagement.

Using tools like B12 AI Assist can help generate blog posts or landing pages based on real search data. This ensures your content is useful, readable, and aligned with the terms people use most often.

FAQs about search query

What’s the difference between a keyword and a search query?

A keyword is what marketers use to target content, while a search query is the actual phrase a user types into a search engine.

How can I find out what search queries people use?

You can use tools like Google Search Console, SEMrush, or Ahrefs to view the terms that are bringing traffic to your site.

Are long-tail search queries better?

Yes, long-tail queries (like “best free website builder for artists”) often show higher intent and lower competition, making them ideal for content targeting.

Do voice searches count as search queries?

Absolutely. Voice queries like “what’s the best way to design a portfolio site?” are still search queries—they're just spoken instead of typed.

Can search queries help with content creation?

Yes, knowing what people search for helps guide content structure and topics. Tools like B12 AI Assist can make this process easier.

Designing with your audience’s search in mind

If you want your site to be found, it has to speak the same language your audience is searching with. That means thinking beyond flashy design and focusing on what your visitors are really asking. Whether you’re building pages, writing blog posts, or setting up online scheduling, every element should be built with your user’s journey in mind.

Understanding search queries lets you meet your audience where they are—and guide them to where you want them to go. Whether that’s reading your content, joining your newsletter, or booking a call, their first step is often a search. Be ready for it.

Get started today with B12 and make your site searchable, clickable, and engaging.