Queries are multi-faceted and serve different purposes when it comes to achieving your overall goals. When a consumer is looking to purchase a product, the journey often begins with research about the product and ends with a transaction. Optimising your product pages for transactional queries is an important component in capturing consumers in their ‘ready to buy’ phase at the end of the conversion funnel.
These query types are also likely to deliver the most ROI through the organic channel.
The most important consideration to effectively optimise for transactional queries is that the user is ready to buy. Therefore, your on-page content needs to reflect that. Your page and content need to be arranged in a way that funnels the consumer towards a conversion.
Remember, the user has usually done their research by this stage so content needs to easily digestible, succinct and product or service focused. Use the product name as the page title, include clear product images and list the information in bullet form. Keep content to one page only to avoid any scrolling and include an obvious CTA button underneath.
As we mentioned earlier, content needs to match the intent of the query, using vocabulary that aligns with transactional intent is a must. Include product related words and brand names as well as categories and intent modifiers such as buy now, discount, save, free shipping.
Put simply, the overall objective when optimising for transactional queries is to keep your landing page fast, easy to read and with relevant content that is product or service focused.