Keyword intent is a critical consideration when it comes to forming an effective keyword strategy. Effective keyword targeting allows marketers and webmasters to make smart decisions around which keywords should be targeted in an SEO campaign.
Effective keyword strategy involves more than weighing up search volume vs. keyword competition. It requires marketers to think strategically and effectively answer the question: “What kind of traffic do I want to attract to my site”.
Keyword intent is a fundamental keyword research factor to consider when it comes to forming an on-site SEO strategy. Keyword research allows webmasters and marketers to make informed decisions about their on-page content. The most common keyword research error that marketers make is not considering search intent behind their keyword strategy.
When it comes to devising a keyword strategy for an SEO campaign, keyword intent can be loosely classified into one of three categories.
- Informational keywords
- Navigations keywords
- Transactional keywords
This article examines the function of these keyword types and how they can be applied to an SEO campaign.
#1 Informational Intent Keywords
Information intent keywords are the most common type of keyword searches processed by Google. When you consider the function of search engines, users are typically looking for information, reviews, news, and answers when they are using search engines like Google.
Informational intent keywords include any broad search key phrase that allows users to find answers or information relating to their enquiry. When it comes to keyword strategy, businesses need to understand that informational keywords are an effective way to drive traffic – but not conversions.
Informational intent keywords are an essential element of an SEO campaign, but they rarely drive revenue for businesses. Safari SEO Sydney advises that businesses using their website as a sales or lead generation tool should limit informational intent keyword targeting to their blog or buying guide pages.
#2 Navigational Intent Keywords
Ever wanted to visit a website but couldn’t be bothered to type out the full URL into the search bar? Well, you’ve just completed a navigational keyword search. Instead of trying to recall the exact site name or URL, it’s sometimes easier to type the elements that you recall into the search bar and let Google take you to your final destination.
Navigational queries are challenging to target and generally rely on the strength of the brand name. Similarly, it is not worth targeting navigational search queries that are relevant to your competitors. When a user is explicitly trying to visit a website or find out more information about a specific company, it is almost impossible to direct them towards your product or website mid-search.
#3 Transactional Intent Keywords
Transactional intent keywords are the most valuable keywords for online businesses and marketers. You know why? Because they are the most potent lead generation tool in search engine optimisation. Transactional intent keywords have an extremely high conversion rate and are the driving force behind most online enquiries and sales. Some of the most common words that are included in longtail transactional intent keywords might consist of:
- Near me
- Buy online
- Free Delivery
- Discount Code
Transactional intent keywords indicate a very high purchase/conversion intent. For businesses that use search engine optimization for lead generation and sales, transactional keywords are an essential element of effective SEO. Due to their value and high-competition amongst online businesses, transactional keywords are typically the most difficult keywords to rank.