Keyword research is a necessary step in any search engine optimization strategy, but it can also be quite tedious. That's because the types of keywords you use for your SEO and content strategies can truly make or break your website. It can take hours to figure out which words will help you rank higher on search engines - not exactly something people want to do while they're waiting for their morning coffee! However, if you take your time with keyword planning instead of rushing the process, your business is sure to reap the rewards.
You may already be considering the deeper intent behind each keyword, but if you don't have a solid understanding of search intent, then your keyword research may just end up being another long list of potentially useless keywords! By implementing an "intent-based" strategy, we could change all this by giving more focus to what really matters: providing value with every piece of written content. One way to do so? Start by doing some serious research into how people search (and find) information these days!
In this post, we'll examine what keyword intent is, and how you can use it to improve your content marketing strategy. Let's get into it!
What is Keyword Intent?
When you're creating content, it's important to know what users are looking for. In SEO, keyword intent represents a user's purpose for entering their search query. Learning how to understand this can be a game-changer for creating more relevant and effective content.
Why is Keyword Intent Important?
Keyword intent is all about understanding what people are looking for when they type particular keywords into a search engine like Google. When you understand the reasoning behind a user's search query, you as a content creator can provide the right content and solutions for your audience, and you'll be well on your way to satisfying their needs - and gaining their business.
The 4 types of Keyword Intent
Keyword intent can be broken down into four different types. Each one has its own specific purpose and should only be applied when appropriate, so it's critical to know what each intent represents before choosing your strategy accordingly. Keep in mind that when you're creating content for your business, it's important to consider what goals are driving the campaign. This will help determine which strategy best suits how you want people to perceive and interact with your brand or business.
Informational Intent
The vast majority of search queries are seeking information, or to learn more about a certain subject- and that's a great thing! You can use keywords with informational intent to engage potential customers, without asking them directly about their needs or wants.
Navigational Intent
When people select keyword phrases that include a company’s brand name or specific details about it, they may likely be looking for directions to their destination. It's also possible these searchers have already found what you're offering online and just need some help getting there!
Commercial Intent
Your potential customers might be using keywords with commercial intent to compare products or retailers. They could also investigate seasonal differences in price, trying to deepen their understanding of a topic through research that is commercial-focused in nature. This type of search straddles the line between pure and applied sciences!
Transactional Intent
Keywords with transactional intent are what marketers really want. They’re the Holy Grail of search marketing, and they include specific product names in association with buying words — such as “buy," "coupon", etc., which means that people searching for these terms are ready to make a purchase!
Informational Keyword Intent
Informational keywords are often used in content to provide answers or information about a particular subject. Since they lack the intent of taking real action, these informational searches don’t bring website conversions, but can help build brand awareness by targeting your audience with informational articles and educating them on subjects related to your business or brand.
Marketing Goal
To guide or educate your audience, you should use informational keywords throughout all written content. In addition, if making a change that will affect the industry is what you're going for then these words are useful and beneficial too!
Content-Type
Informational keywords are the key to unlocking your content's potential. You know that you want these words throughout, but how do you find the best representation? We recommend a consistent blog with How-Tos, FAQs and Recipes!
Navigational Keyword Intent
When someone types in a company or product name into a search engine, they are performing what is called "navigational" searches. This means that these people already know about your brand and want to find out where you're located, so they can purchase a product or service from you!
Marketing Goal
Navigational keywords are an important part of making your content rank well on search engines. They can be used to announce something relevant or share information about the industry you are in.
Content-Type
Now that you know what navigational keywords are and how to use them, it is time to put them to use! Navigational keywords work well when creating an about us landing page for a website, press releases, and when sharing testimonials from customers or clients.
Commercial Keyword Intent
Commercial keywords are the bread and butter of any company's online content marketing strategy. These keywords reveal a searcher’s interest in specific products or services. These searches can occur when people want to know more about the product or service they are looking at, compare it with similar competitors, and look for offers!
Marketing Goal
Commercial keywords can be valuable opportunities to reach an audience that could be converted into future customers. These keywords can be used throughout the content to differentiate yourself from competitors, provide information regarding an available offer, or incentivize your intended audience.
Content-Type
Get started with commercial keywords and write content that will convert! Commercial keywords can be used in content for demonstrations, product or service comparisons, and featured items or services.
Transactional Keyword Intent
Last but not least, transactional keywords are used to persuade an audience to buy or take imminent action. These keywords can be used within paid advertisements and with highly optimized landing pages where users can take immediate action on your website.
Marketing Goal
When you use transactional keywords, it means that the audience member is ready and willing to convert. This could take place on your website or as a result of foot traffic. Regardless, your content strategy should include transactional keywords because it encourages your audience to make a purchase.
Content-Type
Including transactional keywords on your website, is crucial. Specifically, your product landing pages and your location landing pages. Transactional keywords can also be used for in-person experiences, although they should include visuals to make it easy to understand.
Wrapping Up
Keyword search intent is a powerful tool for effectively creating and structuring content. Now that you have an understanding of what a keyword's search intent is, it is time to put it to use! Your content marketing strategy should have a purpose, and understanding each type of keyword intent will assist you with achieving the desired outcome of your digital marketing goals. Whether you are writing an advertisement, a landing page, or a blog-the intent of each keyword should be considered throughout your process.
If you have additional questions about keyword intent, or about the four types of keyword intent, please do not hesitate to reach out to us. Onward and upward!
