Keyword intent is one of the most important things to keep in mind when optimising your website for search engines.
Simply put, keyword intent refers to the purpose behind a searcher’s use of a particular keyword or phrase. Understanding keyword intent can help you better match your content to what people are actually looking for, which can in turn lead to improved search engine rankings and more traffic to your site.
Why Keyword intent Matters for SEO
It’s no secret that keywords are important for SEO. But what many people don’t realise is just how important keyword intent is.
Simply put, keyword intent is the purpose behind a searcher’s query. And if you want your SEO campaign to be successful, you need to make sure that your keywords are aligned with the intent of your target audience.
Think about it this way: if someone is searching for “cheap shoes,” they probably have different intent than someone who is searching for “designer shoes.” The former is likely looking for a bargain, while the latter is probably more interested in quality and style.
As a result, your SEO strategy needs to take into account the different types of keyword intent if you want to rank for the right keywords.
The Four Types of Keyword Intent
There are four main types of keyword intent: informational, navigational, commercial, and transactional. Each type corresponds to a different stage in the customer journey, from simply wanting to learn more about a topic (informational) to being ready to make a purchase (transactional). Here’s a closer look at each type of keyword intent and how you can use it to your advantage:
1. Informational Intent
Informational keywords are typically used by people who are just beginning their research on a particular topic. They’re often looking for general information or answers to specific questions. For example, someone might search for “What is keyword intent?” if they want to learn more about this topic. As a business, you can use informational keywords to attract people to your site who are in the early stages of the buying process and may not be ready to make a purchase yet. However, it’s important to note that simply providing information isn’t enough – you also need to ensure that your content is relevant and high-quality if you want to rank for these keywords.
2. Navigational Intent
Navigational keywords are used when people already have a specific website or product in mind and are simply looking for the quickest way to find it. For example, someone might search for “Best SEO tips” if they want to find an article on our website. As a business, you can use navigational keywords to target people who are already familiar with your brand and are likely closer to making a purchase.
3. Commercial Intent
Commercial keywords are used by people who are interested in purchasing a product or service. They may be comparison shopping or looking for coupons and deals. For example, someone might search for “SEO services” if they’re looking for a company to help them improve their search engine rankings. As a business, you can use commercial keywords to target people who are further along in the buying process and more likely to convert into customers.
4. Transactional Intent
Transactional keywords are used by people who are ready to make a purchase. They may be searching for a specific product or looking for a place to buy it. For example, someone might search for “Hire SEO services” if they’re ready to hire a company to help them with their SEO. As a business, you can use transactional keywords to target people who are already interested in what you have to offer and are more likely to make a purchase.
Tips to Optimise for Different Keyword Intent
Understanding the different types of keyword intent is one thing, knowing how to optimise for different types of searches is another altogether. Here are some tips to optimise for different keyword intent.
1. Research your keywords thoroughly
Before you even start brainstorming keywords for your SEO campaign, it’s important to take the time to research your target audience and figure out what they’re actually searching for.
There are a number of different tools you can use for this, but one of the simplest is Google AdWords Keyword Planner. Just enter in a few relevant terms and it’ll give you a list of related keywords and their monthly search volume.
From there, you can start to get an idea of which keywords are most popular with your target audience and what intent is behind them.
2. Optimise your content for each type of keyword intent
Once you’ve identified the different types of keyword intent, it’s time to start optimising your content for each one. Here are a few tips:
Informational keywords: If you’re trying to rank for informational keywords, your content needs to be informative and provide value to the reader. That means including things like helpful tips, tutorials, how-to articles, and so on.
Navigational keywords: If you’re trying to rank for navigational keywords, your goal should be to make it as easy as possible for users to find what they’re looking for on your site. That means having a well-organised navigation system and clear labelling of your pages and content.
Transactional keywords: If you’re trying to rank for transactional keywords, your ultimate goal is to get the user to take action, whether that’s making a purchase, signing up for a newsletter, or downloading a white paper. To do that, your content needs to be persuasive and include calls-to-action (CTAs) that encourage the reader to take action.
3. Monitor your results
Finally, it’s important to monitor your results and make sure that your SEO campaign is actually delivering the desired results. One way to do this is to keep an eye on your keyword rankings.
You can use a tool like Google Search Console to see which keywords your site is ranking for and how much traffic those keywords are driving.
If you’re not seeing the results you want, it might be time to adjust your strategy. For example, you might need to create more content focused on a particular type of keyword intent or tweak your title tags and meta descriptions to better reflect what your pages are actually about.
By keeping an eye on your results and making adjustments as needed, you can ensure that your SEO campaign is as successful as possible.
If you want to improve your SEO in Edinburgh, it’s important to understand keyword intent and how it can help you better match your content to what people are actually searching for. Keep these four types of keyword intent in mind as you create and optimize your content, and you’ll be well on your way to achieving better search engine rankings and more traffic to your site.