If you want to establish a strong brand presence online, it is necessary that you identify which keywords you will have to write content on. Different types of keywords have different search intent. For example, if someone wants to search ‘what is a TWS earphone’, the intent here is to know. If the search phrase is ‘buy TWS earphones’, the intent will be to purchase.
Types of Keywords in Search Engine Optimisation
While writing a single piece of content, you go for optimising the blog or website page with mainly primary and secondary keywords. However, if you have to think about the overall site-wide SEO optimisation, you should focus on creating website content according to intent-based keywords.
Here are the 4 different types of intent-based keywords in digital marketing:
1. Informational Keywords
When an audience searches with informational keywords, they look for general information about any aspect. Their intent is to learn. Generally, you can find wh-words like ‘what’, ‘which’, ‘how to’, etc.
Examples of informational keywords would be, ‘What is keyword’, What is digital marketing’, ‘How to search keywords’, etc. There may also be informational keywords without wh-word, for example, ‘digital marketing strategies’, and ‘on-page SEO optimisation techniques’.
2. Navigational Keywords
Users search with navigational keywords to find something from a specific page or to go to a specific website. That means users are already familiar with the particular website where they want to go.
Some examples of navigational keywords would be, ‘YouTube’, ‘blog writing services of Das Writing Services’, ‘Milton bottle’, etc.
You can see that there are brand names mentioned within these keywords. In some cases, the keywords are brand names themselves. Users just want to navigate to a particular website to find more information about a specific thing.
3. Commercial Keywords
As the name suggests, commercial keywords are about specific products or services. The audience wants to research those products before buying. They may also want to check customer reviews, discounts on your products, etc.
Some topics of commercial keywords would be listicle articles, reviews, how-to content, etc. Following are some examples of commercial keywords include, ‘Pepsi offers’, ‘iPhone discounts’, ‘fees of content writing’, ‘best content writing company’ etc.
4. Transactional Keywords
Transactional keywords help searchers to go to the particular website pages from where they can purchase. They have a strong intention to buy something particular when they search with transactional keywords. For this reason, transactional keywords are also known as buyer keywords.
Examples of some transactional keywords include ‘hire content writing agency’, ‘buy Nike shoes’, and ‘free content samples’. Generally, companies use these keywords in their paid search ad campaigns. They optimise their landing pages for these transactional keywords.
Tools for Keyword Research
Here are some tools you can use to complete your keyword research:
1. Semrush
Semrush is one of the most popular tools for keyword research. You will have to go to the keyword magic tool from the long list of tools available in Semrush and then enter the domain of a competitor. After this, the tools will show you the most important or traffic-generating keywords of that competitor. You will also get the search-intent tag on each of these keywords.
To get the complete list, you will have to perform this competitor analysis for at least 5 of your competitors. Then you can make your digital marketing strategies and craft content accordingly.
2. SE Ranking
SE Ranking is one of the tools to find search intent-based keywords. After going to the dashboard of this tool, you will have to go to the ‘Keyword Explore’ option. Thereafter, by entering the name of the domain, you can get the search intent-based keywords on your screen. Other things you can do with this tool include, identifying top-performing keywords, analysing the SEO metrics, determining ranking factor optimisation status, etc.
How Does Intent-Based Keywords Can Help You in Search Engine Optimisation?
To make sure that you soar high on the search engine result page (SERP), it is necessary that you have a comprehensive list of search-intent-based keywords. It will help you understand which topics you will have to write content for and accordingly, you can develop your digital marketing strategy. You can also channel your prospective customers accordingly.
For instance, with the informational keywords and topics around that, you can get new traffic to your website. Then, you can lead them to content optimised with commercial keywords or transactional keywords to increase your revenue.
In fact, with informational content readers will come to your website and know your brand. Later, when they are looking for a product your business offers, they will be more likely to land on your website than others.
To conclude, if you want to make a solid research-based content marketing strategy, you must have a list of different types of keywords around your business. To get this list, you can complete competitive research using different tools like Semrush, Ahrefs, etc.