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Search Intent You Must Understand to Determine the Value of a Keyword

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4 Search Intent You Must Understand to Determine the Value of a Keyword

During this time we consider all of the same keyword, only as a "word".

They are not. We must assess keywords, based on the intent of the searcher.

Not all keywords have the same value.

No keywords searched by many people, but totally useless. There are also keywords in volume slightly, but its value is high.

In this chapter, we will learn to assess keyword based search intent.
Search intent is defined as what the intent or purpose of the searches conducted.

Example.

there are people who do a search on Google with the following keywords:
  1. "Asus laptop"
  2. "Buy laptop asus"
  3. "Asus best laptop under 400 dollars"

Approximately what search results they expect for each of these keywords?

Imagine that.

Fair like this (the number based on the order above):
  1. Want to know what kind of laptop from ASUS official web
  2. Want to buy a laptop ASUS
  3. Want to search for articles on ASUS laptops by price

Makes sense right?

By knowing this intention, we can imagine what content is desired by the searcher.

Here's how Google works.

Google understands that people using the keyword "buy laptop asus" definitely want to buy, then the product page of the online store will get top rankings.

While the content of the article would be impossible to get a first page for that keyword.

What about the first keyword ("asus laptop")?

Google understands that the user need information official / reliable. Therefore, it would be very difficult for a new website to compete in this keyword.

That search intent.

More details, we can separate the search intent into 4 categories.

1. Search intent Informational

As the name suggests, people who use the keyword informational definitely need information quickly.

Example:
  • "food Calorie"
  • "Who the first president of America?"
  • "The value of the US dollar today"
  • "how to create a blog"
  • "Dengue symptoms"

Therefore, the content we provide must be informed.

Informational intent is the keyword most volume than any other intent. Therefore, a website that contains information scattered on the internet.

But, there must be considered.

Google understands that users want information quickly.

So often for keywords that are informational, Google has given a direct answer.

Like this:

It's called quick answer box.

Because of the features of Google, people who do a search on Google so do not need to visit any website.


In English keywords, quick answer box as this will cause the number of visitors dropped dramatically than ever before.

So, carefully choose keywords.

Although the volume was high, but not necessarily able to give a lot of visitors.

2. Search intent >> Navigational

Keyword of this type are usually large volume, but to no avail.

Usually because the searcher wanted to go directly to a website when performing a search, then other websites will not get visitors.

Example:
  • "Air Asia"
  • "Tripadvisor"
  • "Facebook login"

Those who write these keywords will definitely want directly to the official website, they just use Google as a means 'ride through'.

So, avoid this keyword.

3. Search intent >> Commercial Investigation

When going to buy a product, especially a high price, usually we do not directly buy.

We will first search on Google.

We will be read first in order to know exactly which one is best, which bought, how much it costs, whether it is there promos or not.

This is the commercial keyword investigation.

Keywords that we use when we want to learn about your product / service specific before buying.

Example:
  • "Android phone below 400 dollars"
  • "The price of cameras canon D330"
  • "English language courses place berlin"
  • "Best web hosting in the US"

Keyword third kind is potentially produce buyers.

Although they may not want to buy at the time, but a minimum of they've been thinking. Our job is to convince them.

If you want to sell your products / services, find as many commercial keyword investigation that relate to your business.

Then prepare quality content and targeted.

4. Search intent >> Transactional

This is the highest level.

People who do a search on Google using the keyword transactional means it's ready to buy a product / service.

Example:
  • "Buy dress shirts online"
  • "Sell shoes nike futsal"
  • "Cheap iphone"

If you sell a product or service, you must have this keyword.

Although the search volume a bit, but the conversion rate is very large. Compared with the keyword informational, large volume but small conversion.

But unfortunately, the keyword competition like this is very difficult.

especially if you sell products that are popular. Usually existing large ecommerce sites like Amazon, Netflix, eBay, etc.

The new website will be difficult to beat those sites.

Therefore, next we will discuss how the strategy you have to do.

Understanding keyword strategy

We've learned four types of keywords.

There is a large volume but small value (informational), there is also a small volume but great value (transactional).

And which keywords we use?

Before that, I need to tell you one of the most common mistakes in SEO and online marketing in general:

Too focused on transactional keywords.

That is, all of the content on their web pages only target keywords that are transactional. Other keywords are ignored.

Do not do like that.

As a result:
  1. Visitors to the website are not getting satisfactory information
  2. Your website looks suspicious so / not reliable
  3. It's hard to get high rankings because of thin content.

Therefore, you must have four types of keyword was: informational, commercial investigation, and transactional.

The amount?

Depends.

If you are able to create a lot of content, then it should be more informational than commercial and transactional investigation.

If you can not, then the more commercial investigatian.

Most importantly, keep in mind two things:
  • Do not create too much content with keywords transactional. Focus on quality, not quantity
  • Keyword informational must still relate to the type of product sold.
  • Something like that.

More on this topic, please read the guide to create content that is able to increase sales.

In the next chapter we will learn how to search for keywords.
you are now in this article >> CHAPTER 1 Search Intent

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