The best way to help with marketing is to put your SEO keywords into four categories.
When doing keyword research, linking the purpose of your website with the user’s intent is a must. This probably sounds like a completely impossible task, as every user has a different intent. But, that’s why keyword research is a must.
Not only will considering the user’s intent help when you’re researching keywords, but it will also help in the conversion of website visitors to users/consumers. A tip, when breaking down keywords, is to group them into categories. Once your keywords are categorized, then you can decide which terms are most relevant in accomplishing your SEO goals.
Here are the four SEO categories your keywords will fall under.
Navigational
Navigational keywords are terms or phrases that are linked to people just browsing. These keywords are generally broad, generic and short. They are most usually used on websites that provide a lot of information. Usually, this website’s goal is more focused on being a content provider for users. According to Semrush, “They already know this company or product and just want to find the correct Internet address to get to the site. Such keywords are usually helpful when the brand of the site is well-known and popular.”
Informational
Informational keywords go a little deeper; hence “information.” The people searching with these terms want to be informed. These types of keywords are more niche terms that help you target more specific and qualified traffic to your website. These purpose-driven keywords really focus on the searcher who needs more information about a specific service or product. Semrush says, “You can distinguish this type of keyword by “question words” as they usually contain: “where,” “how,” and so on.”
Transactional
Transactional keywords are focused on users who are on their way to making a purchase. Think terms like, “buy,” “subscribe,” “for sale.” These keywords tend to be very narrow in scope. The goal with these keywords is to convert a user into a consumer.
Commercial
Commercial keywords are also relevant to transactional searches. In fact, they’re the only ones that are. Keywords with a commercial intent signals that a user is ready to become a consumer and purchase now. The consumer is now just looking for an attractive offer that meets his or her product expectations.
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