Keywords are more than just keywords – They are thoughts people have around their everyday wants and desires that people use to satisfy these wants and desires.
Keywords provide a glimpse into the mind of your users and allow you to make content that guides them to take action. Not all keywords are created equal and some are more effective than others. Google’s search engine has become more powerful than ever before and can understand the intent behind those keywords.
If you don’t have the perfect balance of content around the right mix of keyword intent then you won’t generate leads or revenue.
What are the different keyword intents?
If you have a question and need an answer you’ll use Informational Intent keywords. These are top of the funnel keywords far away from making any sort of transaction. Informational Intent keywords can get people to your website but you’ll then need to ensure you have content that guides them to take an action.
An example of Informational Intent keywords is “How far away is Mars from Venus” and “When will Winds of Winter be released?”
People who use commercial Intent keywords are doing research to eventually make a purchase. They use Google to compare and contrast different products and services to make a decision. Commercial Intent keywords can vary depending on the business and takes careful keyword research to find the right ones.
For example, “Best Road Bike” could be a commercial Intent keyword depending on how high the cost per click is.
You can use a mix of Informational Intent and Commercial Intent keywords on your website to get users to make a purchase or decision.
If you’re using transactional Intent keywords you’re most likely ready to buy. Transactional Intent keywords include words such as “buy”, “cheap”, or “discount” in the query. For example, “Buy Nike Shoes” or “Cheap Nike Shoes” or examples of transactional intent keywords.
Navigational Intent is when you’re looking for something very specific such as a website. For example, if someone is searching for the Starbucks website they may just type in “Starbucks.” In this case, they already know which brand or company they want to buy from or read about so they just use the brand name to find the actual website.
It’s important to have the right mix of keywords powering your content creation strategy. If your content is mostly created around Informational keywords no one will take any action on your website. If you have too many commercial intent or transactional intent keywords then your users will leave your website as content will come off as too pushy.
That’s why a well-researched keyword strategy is so important. All the content created on your website has to play into what your primary source of revenue will be.
If you have any questions about keyword strategy or need help building one give me a call. I’ll find the right keyword combination that will drive people to your website while also getting them to take action.