Keyword types based on users' search intent


Keyword types based on users' search intent

One of the best ways to get to the top of the Google search results page, and improve the visibility and reach of our websites, is to implement a strong SEO and content strategy. To do this, we must be able to identify the intention of the users in each search and use the correct keywords.

We can classify keywords by many types. For example, by long-tail keywords, negative keywords, or even by semantic matching. At the same time, we can also classify them based on the search intention they cover. In this sense, today we want to explain what are the different types of keywords according to search intention and how to use them to improve SEO.

-Discovery: This type of keyword is what users use when they search for the name of a company or product on Google (or any other search engine). An example of these keywords would be: "Facebook", "Meta" or "TreceBits". It could also be a search for discovery "where is the nearest Carrefour". These searches are carried out when the user already knows the brand, but wants to find its website or the physical location of its stores. It is a type of keyword that attracts organic traffic, especially in popular brands.

-Informative: We could say that "the bulk" of the keywords fall within this type. These keywords are only looking for information, so they don't usually get a lot of conversions. They are easy to identify as they are usually questions or have a question structure ("miles from a rugby stadium"). These keywords are used to improve brand recognition, get traffic, and improve authority.

-Of interest or commercial: They are those keywords that the user enters in Google when he wants to know more about a product that he intends to buy. They are searches that support a purchase decision, for example, when you have decided to buy a product or service, but you want to know which is the best. These searches are usually answered with comparative articles, reviews or lists of articles, which are usually accompanied by affiliate links or links to the user's online store.

-Sale or transactional: At this point, the user has already made the decision and knows what they want. These are the keywords to use when creating ad campaigns and also on product and service pages. An example of this type of keywords would be: "buy cryptocurrencies", where the user already knows what he wants to buy, he is only looking for an exchange in which to do it.

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