When choosing keywords for your content, consider your target audience's intent. Is your content intended to inform, commercialize, or navigate? You'll also need to consider the phases of the user journey. Lastly, conduct regular audits of your efforts to avoid tunnel vision. These four factors will help you create a strategy that gets the best results.
Informational
The informational intent of keywords refers to a user's desire to find facts or information about a topic. These types of queries are usually short and contain a variety of interrogatives, but they are often associated with specific products or services.
Informational intent of keywords is different from commercial investigation intent. Informational intent is the search intent of a user seeking information, and this information is typically evergreen content. As such, informational keywords are helpful for content creators seeking to answer these questions.
In addition to informational intent, searchers may also seek a product or service. You can target this audience by optimizing product pages. Another way to target informational intent is by writing articles about how to administer vitamins. This can help you increase the chance of receiving a featured snippet.
As the informational intent of keywords changes over time, Google will change its algorithm and search results accordingly. For example, when Bulletproof coffee was first introduced, many people were unfamiliar with it. These people then used Google to learn more about bulletproof coffee.
Commercial
Using commercial intent keywords can be a great way to get new leads for your business. However, it does require a bit of practice to use them effectively. Here are some tips to help you make the most of them: Use Google Webmaster Tools to monitor search queries and cross-reference with the keywords you have chosen.
Commercial intent keywords are used by users during the "consideration" stage of the marketing funnel and generally lead to a purchase. For example, the query "best email marketing tools" is an excellent example of a commercial intent keyword. A person searching for the query is likely in need of an email marketing tool and will likely be converting to a buyer if they find what they are looking for. These keywords may also contain brand names, such as "Ahrefs" and "Semrush."
For a service-based business, the best keywords to target are "free consultation" and "best products." Commercial intent keywords are more likely to lead to a purchase than keywords with high volume. In addition to being more effective than generic keywords, commercial intent keywords are also much cheaper and more competitive than their high-volume counterparts.
If you want to find questions people are asking, use a tool like Google Keyword Planner. Unlike traditional keyword tools, this tool helps you understand what people in your industry are searching for. By asking yourself what problems they are looking for, you'll be able to determine what products or services they need to fix their problem. Another useful tool is MSN's commercial intent tool.
Commercial intent keywords can be a great way to get more traffic to your website. In addition to SEO, commercial intent keywords will help you target visitors who are more likely to convert. By targeting commercial intent keywords, you'll be able to focus your paid search campaigns on content that is higher up the purchasing funnel.
Transactional
One of the best ways to improve your SEO performance is to understand the transactional intent of keywords. A transactional keyword leads to a purchase option or offers a bundle of products. This type of keyword is also known as a buyer keyword. A product owner can target this type of keyword with paid ads or highly optimized purchase pages.
While transactional intent involves people making a purchase, informational intent involves answering a question. A query with informational intent usually features interrogatives. Users who search for these terms are typically looking for information on a product or service. In addition, a search with informational intent may lead to a sale.
The most effective way to optimize your keywords is to make sure they have the right intent. This type of intent is also known as incentive keywords. This type of keyword is usually a brand name and is used by searchers who are close to purchasing. In other words, these keywords should be used in your content if your customers are looking for a product or service. When using these types of keywords, you should avoid using irrelevant keywords as these are irrelevant for conversion.
If you want to find keywords with high commercial intent, use the Ahrefs Keyword Explorer tool. It can help you analyze your backlink profile and find keywords with a high intent. Once you know which keywords have the highest intention, you can use these keywords to target your paid advertising and sales pages.
Navigational
When a user searches for a product or service, the navigational intent is to find the relevant page on your site. The SERP is a way to deliver results efficiently. For instance, if a user searches for a sporting event, he or she will probably be looking for a specific location. This is why it's crucial to optimize for navigational intent on the landing page.
Navigational intent is a type of search intent where the user has a specific intention in mind, such as wanting to visit a particular website. This type of search is very specific and is typically branded. It implies brand recognition and is optimized for the first result. This type of search usually does not require much content, and thus, the click-through rate won't be very high.
Navigational intent searchers know the name of the product or service but need assistance finding it. They might also be looking for specific products or mainstream news coverage. Commercial intent queries are hybrids of navigational intent and are a mix of informational and transactional intent. They are primarily looking for a product or service but may also be looking for information about the product or service. They know the name of the website, as well as some general information about the product or service.
Conclusion
In conclusion, choosing the right keywords for your content involves a deep understanding of your target audience's intent, whether it's informational, transactional, commercial, or navigational. By aligning your keyword strategy with these intents, considering the phases of the user journey, and conducting regular audits, you can create content that not only attracts the right traffic but also drives meaningful engagement and conversions. By keeping these four factors in mind, you'll be better equipped to craft a keyword strategy that consistently delivers results and adapts to the evolving landscape of SEO.
