Request

Query: clear definition for retailers and independent contractors

A query is the word, phrase or question that a web user enters into a search engine such as Google. It’s the starting point of all online visibility. Without a query, there’s no referencing, no traffic and no potential customers. For a retailer or freelancer, understanding customer queries means understanding their real needs, doubts and buying intentions.

For example, someone typing “hairdresser open Sunday Versailles” expresses an immediate, local intention. Conversely, a query such as “how to choose a hairdresser” corresponds to a more upstream phase of reflection. These differences are fundamental to SEO, e-reputation and Google Business Profile management.

Source: Moz, What Is a Search Query?, 2024
https://moz.com/learn/seo/search-query

Why queries are at the heart of e-reputation

Each query triggers an algorithmic display of your reputation. Google then displays the results it deems most relevant and reliable: official website, business listing, customer reviews, articles, social profiles. In other words, the query determines which facet of your image is exposed.

Some queries are directly linked to e-reputation, such as “review + company name” or “[brand] reliable”. If these queries lead to negative or uncontrolled content, the commercial impact can be immediate. Conversely, anticipating these queries helps to control the narrative and build trust.

Source: Search Engine Journal, Online Reputation Management & Search Queries, 2023
https://www.searchenginejournal.com/online-reputation-management/

The different types of requests and their business implications

Specialists distinguish several broad categories of queries. Informational queries correspond to a search for explanation or understanding. Navigational queries target a specific site or brand. Transactional queries express an intention to purchase or contact. Finally, local queries combine a need and a geographical area.

For an entrepreneur, local and transactional queries are often the most profitable, but informational queries play a key role in reputation. They demonstrate expertise, reassure and establish a professional image even before contact is made.

Source: Ahrefs, Types of Search Queries and Search Intent, 2024
https://ahrefs.com/blog/types-of-search-queries/

Local queries and visibility on Google Business Profile

When a query contains explicit or implicit local intent, Google triggers the display of local results. These results are largely based on the Google Business Profile. The words used by the user directly influence the establishments displayed.

For example, a query like “emergency plumber” does not activate the same signals as a query like “gas boiler installation”. The choice of categories, descriptions and content published on the listing enables Google to associate your establishment with the right queries. A poorly optimized listing will automatically limit your exposure, even with good reviews.

Source: Whitespark, How Local Queries Trigger Local Results, 2023
https://whitespark.ca/blog/local-search-queries/

How Google really interprets a query

Google no longer simply reads keywords. It seeks to understand the intention behind the query. Thanks to semantic analysis and context, two similar queries can produce different results depending on location, history or device used.

This explains why the same company can appear or disappear depending on the exact wording used by the Internet user. For e-reputation, this means working not only on the brand name, but also on terms associated with trust, quality and service.

Source: Google, How Search Works – Understanding Queries, public documentation
https://www.google.com/search/howsearchworks/

Sensitive queries and online image control

Some queries are sensitive, as they directly expose reputation. These include queries containing “scam”, “problem”, “dispute” or “negative review”. Google does not create these queries. They exist because people make them.

Ignoring these queries means letting other sources tell the story for you. An e-reputation strategy consists of identifying these searches, responding to them with factual content and showing that the company assumes, explains and improves its practices.

Source: Reputation X, Managing Branded Search Queries, 2023
https://www.reputationx.com/knowledge-center/branded-search/

Queries and SEO in 2025: an intent-driven approach

As search evolves towards conversational interfaces and AI-enhanced engines, the notion of a query becomes more natural, longer and more contextual. Retailers and independents need to think in terms of customer questions rather than just keywords.

In this context, understanding queries enables you to better structure your site, optimize your Google Business Profile and strengthen your e-reputation. Queries are not technical details. It is the direct expression of the customer’s intention. Mastering it means regaining control of your visibility, your image and your relationship with the local market.