Choosing the right keywords is the main pillar of your website’s optimization campaign. So, you need to make sure that you choose to build your professional website on the basis of rich keywords, the good ones only because it can literally ruin everything else if you don’t.
The long-tail keywords and phrases (search queries) that people type into a search box to pull up a list of results – come in different flavors.
Today, we’re going to understand how to choose the right keywords. First, you need to know three main keyword intent types:
- Informational keywords
- Navigational keywords
- Transactional keywords
Google, in their human rater guidelines, call these three categories:
We’ll discuss each type and then show you how to optimize and easily choose your keywords using AFFORDABLE keyword tools.
Keyword Intent Types & When to Use Each
There are three types of keywords that people use:
- Informational keywords (know keywords) that help them find general information
- Navigational keywords (go keywords) that help them find a specific brand, product, or service.
- Transactional keywords (do keywords) that help them find the place to make a transaction or exchange.
Let’s discuss each type of keyword intent…
1. Informational Keywords (Building Awareness)
Wikipedia defines informational keywords as “Search queries that cover a broad topic (e.g., colorado or trucks) for which there may be thousands of relevant results.”
This is the type of keyword we use when we want to connect people with information and increase their awareness of a specific topic. They just want an answer to a question or to learn how to do something.
We gradually educate readers and get them to know more about our niche, services or products to earn their trust before promoting anything.
Finding such keywords is fairly easy. The main difficulty arises in the part where you have to pick which ones you want and which ones you don’t.
To help find what they need to know, readers search using informational phrases and industry search terms like:
- How do/does
- What is/are
- How can I
- Ways to
- What are the benefits of
- Ways to
- How to
Always deliver the content to readers through the mediums that are most useful in this phase.
The most effective content types in the awareness phase include:
- Blog posts,
- Interactive content.
How to target Informational Keywords for better seo strategy?
To capture the target audience’s attention in this category of keywords, create content around informational phrases and keywords related to your services, products, industry, and value propositions.
The best way to target informational search queries is with high-quality SEO content that ultimately provides helpful, relevant information. It further aims to be an answer to the query.
Tip: Don’t really expect readers from the informational phase to purchases any services or products. The main goal here is building loyal readers and audiences. If they purchase from these articles, it’s GREAT!
But never focus on that when targeting informational keywords. The goal is to position yourself as a trustworthy, reliable source of information, not to try to show off your products.
It’s important to note that it’s best not to use “informational keywords” for Google AdWords. You will rarely find any successful content marketer using informational keywords with AdWords.
Advanced 4 steps to target informational keywords:
- Write a blog post full of tips that would be useful for your potential customers.
- Create a how-to video that is relevant to your business, services or products.
- Write a detailed, step-by-step guide that explains a process relevant to your niche.
- Design an infographic that represents a concept and is easy to download.
So, that was the first phase, what’s next?
2. Navigational keywords (Consideration)
Second, there are navigational keywords. Now, people have already made some research and collected information about a certain topic and they’re ready to “go” to a website that offers the service or product.
Selecting amazing navigational keywords on various topics is highly vital for success. It will help you beat the competition.
Our particular audience in this phase uses search terms that will lead them to intended sites rather than typing the exact URL. They use a variety of navigational phrases and different brand-specific terms, like:
- [Brand name]
- [Service name]
- [Product name]
- Near me
- Location of
- Cost of
- Hours of
- Features of
- Directions to
- Free shipping
Here, what you’re supposed to do is target this audience by creating content that will attract potential clients or buyers while providing valuable and relevant information.
Simply, you can do this by creating powerful and unique content using navigational keywords through:
- Landing pages,
- Case studies,
- Product demo videos,
- Product and service lists,
- Data sheets,
Sometimes it’s hard to rank for navigational keywords, especially if you’re targeting popular websites like Facebook, Amazon, YouTube, and so on.
Google, which classifies this type of query as a “go query”, has even taken the step of reducing the total number of results on the first page to 7 when people search for a navigational brand.
In other words, there’s a 5.5% reduction in an overall first-page listing. There are some rare occasions when someone might search for “Facebook” to know the latest news and not find its link.
Tip: Own your brand’s navigational query. Ideally, your site will be in both the top sponsored result and the top organic spot in a search for your company name or brand or company name.
It’s worth buying keywords even if when ranking organically for them. It will increase your total profits. Branded keywords tend to drive both conversions and clicks.
Advanced Tip: But, we can also use some misspelled brand keywords if they’re not taken on Google AdWords; like “Dil Laptops” for Dell Laptops.
3. Transactional Keywords (Action)
Finally, the user is ready to take action. He or she might be ready to buy, complete a transaction, make a business deal or download products or services. In other words, this is the business end of the conversion funnel.
The selection of transactional keywords is although easy but you should keep it in mind that adding more of these topics in your phrases makes you sound sales-y. It’s best to keep a balance between transactional and non-transactional keywords.
The decision is up to you about how you reach that balance. Give it some time and things will become clearer. Nevertheless, transactional keywords are fundamental as most marketers will tell you and as you will see yourself.
Customers are ready to “do” something in this phase. So, a user uses transaction keywords to find the website or page they can use to take the particular action. This is why different transactional keywords are considered as the “do” keywords.
Transactional buyer keywords often include different phrases like:
- Where to buy
- For sale
- Schedule appointment
How to target Transactional keywords?
Many of these transaction phrases are related to keywords used in buying and advertising. Now, use them to create a content strategy that helps customers in the conversion step. Focus on a strong content marketing strategy that includes:
- Sign-up pages
- Live demos
- Free consultations
- Sales pages
You should consider using PPC campaigns to target transactional search terms as well.
Why consider using PPC to target these search terms?
· They deliver ROI in paid search:
Ideally, transactional terms and phrases are the best to deliver ROI in paid search campaigns. Usually, when someone is looking for a specific product to buy, the ads that show up and the organic results will obviously deliver their needs.
· Ads get seen first:
Google offers priority to sponsored ads and product listings. For instance, you can add a picture of your product. Your opportunities in organic results are less controllable and more limited.
· Ads occupy a huge space:
Sponsored results take up a lot of the available space on the SERP for transactional /commercial search queries. If you desire visibility above the fold for transactional search terms, you should definitely consider PPC.
· People are most likely to click on ads:
A study has proven that people click on paid results over organic results 2 to 1 for questions with high commercial intent. As we just mentioned, sponsored results take up so much of the SERP on these types of searches.
Typically, ads always look so eye-catching and clickable since many of the search engine users can’t tell the difference between ads and non-ads.
Finally, as promised, an easy two-step guide to ideally choose and optimize keywords intent follows …
How To Optimally Choose Keywords Intent?
Now, that you know the types of keyword intent, there are three steps to find the perfect keywords for each type:
1. Check keywords suggestions
2. Check keyword difficulty
Then, use SimilarContent Keyword Ranking tool to check the keyword difficulty based on its LSI difficulty.
3. Optimize your content relevancy score
Finally, after choosing a keyword and writing an article, use SimilarContent Article Analysis tool to check the article relevancy score. As your relevancy score increases, chances for higher ranking will increase.
- In a nutshell, here’s how you can approach this marketing quagmire:
- If you’re focusing on SEO and long term traffic, then, you should focus on “informational keywords”.
- If you’re focusing on Google AdWords, then you should use “navigational” or “transactional keywords”.
You can use a planner to switch between the two. A planner is basically a calendar where you mark which approach you’re going to take when.
If you’ve read this article in its entirety and actually understood the basics, your job in increasing your traffic and sales will be much easier.