Everyone has likely heard of a keyword before, but some website owners don’t understand the true significance of them. When chosen correctly, SEO keywords can increase website traffic drastically and even lead to more conversions. So if you’ve been struggling to find a strategy to help you reach your goals, it might be time to consider focusing on keyword intent.
Performing keyword research is essential to strengthening your SEO strategy. People constantly go to Google to find out more information about a product or service. And if they want to find an item you sell, then the right keyword strategy will lead them to it. When you focus your efforts on SEO keyword intent, you can expect exceptional results in return. Let’s discuss in detail what keyword intent is all about and learn about the types of keywords in SEO to help your website soar up the Google search engine rankings.
What Is Keyword Intent?
When you’re performing keyword research, you have to always keep keyword intent at the top of your mind. Keyword intent is thinking about what the purpose is for the user’s search. You have to think about what the consumer is most likely to do when they search for a particular keyword or phrase. It’s arguably one of the most critical concepts to get a grasp on to elevate your website.
When you fully understand and implement a keyword intent strategy, your website landing pages and content can match a consumer’s needs. And when your website provides the answers consumers are looking for, more people will visit it. Google notices websites that are visited frequently and gives them more authority as a result. One of your main goals should be to create a website that’s used as a valuable resource for consumers to find the answers, products, or solutions they need. Once you do so, your website will be atop the Google search results in no time. This result begins and ends with your focus on keyword intent and diligent keyword research.
How To Find Keywords That Convert
Discovering the most effective keywords that convert is not a project you can do one time and don’t have to worry about again. It’s an ongoing effort of keyword research and analysis to determine what consumers are searching for at any given time. Thinking about keyword intent is a lot like thinking about searcher intent. As difficult as it may be, you have to put yourself in the shoes of a consumer and think about what they want and how they will search for what they want. Analyzing and evaluating keyword metrics is a huge part of keyword research and is literally something that can be done daily. This doesn’t mean you have to change your keywords daily, but it’s part of the overall effort to find the strongest keywords possible to help your content convert.
Four Types Of Keywords
As you perform keyword research, breaking them down into several types of keywords in SEO can help narrow your focus. There are four main types of keywords commonly used in SEO:
- Informational keywords
- Navigational keywords
- Commercial keywords
- Transactional keywords
All types of keywords in SEO can be valuable in different ways. It’s critical to understand all four types when performing keyword research so they can be as impactful as possible.
Informational keywords are used when you want to provide an answer to a question searchers have or to offer general information about a topic. While informational keywords are considered to be low-intent keywords, they still can have a major impact on your digital marketing campaign. When people have questions about anything, they are most likely to turn to Google more than any other search engine or resource. So when your keyword intent strategy focuses on informational keywords, you’ll increase the chances of your website providing the answer to a consumer’s question.
A great way to pack your website with valuable informational keywords is to have a FAQ page. Google has a Featured Snippet for searches that they display at the top of the results. The Featured Snippet is what Google believes matches a consumer’s search accurately so they can find the answer they want as quickly as possible. You can maximize your website’s visibility significantly by having it on the Featured Snippet. Informational keywords can help that become a reality.
Navigational keywords aren’t focused on a question or answer, but rather, the consumer knows what page or website they want and searches for it accordingly. As your website grows, navigational keywords will become even more important. A good example of a navigational keyword is when a user searches specifically for “YouTube.” They know exactly what they want and turn to Google to take them to it.
When implementing a strategy for navigational keywords, you have to monitor the search queries that use your company’s name or brand. Analyze your site rankings and use the appropriate navigational keywords so your website ends up on top. The landing page the consumer ends up on should provide them with the exact information they are looking for.
Commercial keywords are used when consumers are researching or investigating different services or products. They simply want more information at this stage of their search process and might be looking for facts to support their opinions. Or they might have a clear idea of what they want to purchase but are looking for discounts, free trials, or other types of incentives to support their purchase.
Commercial keywords are interesting because they reveal a consumer’s intent to purchase something even though it might not be an immediate purchase. They might search for something like “free ice cream” or “landscaping company reviews.” Both of these examples use commercial keywords that offer great opportunities for websites to take advantage of. When you utilize them as part of your overall marketing strategy, it can give consumers the answers they need to make a future purchase on your website.
Transactional keywords are when a searcher is intending to make a purchase or complete a specific action. These keywords need to be targeted and specific so when the user lands on the page, they can make their purchase immediately. A couple of examples of transactional keywords could be “coffee shops near me,” or “used cars for sale.” Most of the time when people use these keywords, they have already gotten the information they need and are ready to buy.
Transactional keywords can be more descriptive than other types of keywords in SEO. Consider using more details about your products as applicable, including the color, size, specific type, and more. You should spend a good amount of time on transactional keyword research because consumers are ready to buy your product or service at this stage. Precision is key and you don’t want to waste a consumer’s time by not directing them to the exact page they need to be on to make a purchase.
Organizing Keywords Is Essential To Boost Conversion Rates
So now that you know about the different types of keywords in SEO, you can put together a strategy that organizes them to maximize conversions. Your informational keywords should be a major part of your content strategy and be included throughout your web pages and blog posts. Transactional keywords should be placed on your FAQ page, instruction manuals, product descriptions, etc. to help consumers navigate your sales funnel easily. Commercial keywords are best for product pages that offer a detailed description of a product. And navigational keywords might be suited for multiple pages on your website depending on what the user is searching for.
No matter what stage you’re at with your website, it’s never too early or late to optimize your SEO strategy by focusing on keyword intent. The problem many website owners run into is they don’t have the time to implement the strategies themselves and they might not have the resources to hire a full website development team. That’s where WebNet Marketing Studio enters the picture.
Our experts at WebNet Marketing Studio can do the heavy lifting revolving around keyword research so you don’t have to. We understand keyword intent forward and backward and you can take advantage of our knowledge without hiring a full staff. When you’re ready to fully optimize your website and earn more visitors than ever before, contact us to schedule a consultation and learn how we can help.