As well as the frequency with which certain keywords are used, the intentions behind these keywords also play a big role. In search engine marketing, we identify three main search intentions:
Navigational search queries
When entering navigational search queries, users tend to have a very concrete idea of which website they want to visit. It could be that they’ve just forgotten the exact web address, or it’s more convenient to search than to type the address into the browser’s search bar. Users generally search for the names of brands, companies, institutions, or organizations in the hope that the search engine will take them to the homepage of their desired website. Popular navigational search query examples include Youtube, Facebook, and Gmail. If users need to find a particular subpage, they’ll often add an extra search term such as terms and conditions, contact, directions, opening times, or jobs.
When entering search queries such as Washington state library or doctors’ appointments, users neither have an intention to buy a product, nor wish to understand the keywords themselves; instead, these terms simply act as anchors to navigate the internet. Navigational keywords therefore only normally generate traffic and conversions if the website operator decides to implement SEO measures using keywords referring to his or her own brand. For example, if you offer an e-mail service, you shouldn’t invest too much in the keyword Gmail when carrying out SEO measures. When a user enters a navigational keyword like Gmail, they just want to use the Gmail service, rather than another mail service that appears in the results pages. In general, this means that you shouldn’t rely on navigational keywords to win customers.
Informational keywords
Internet users use informational keywords to find answers to specific questions. When users enter search queries like husband of Michelle Obama, Shakespeare biography, and are bees too fat to fly, they are searching for information. Typical indicators of informational search queries include elements like what is, definition, how to, how does … work, and tutorial.
When entering keywords like this, the user expects to find the answer to his or her query on the websites that appear in the results pages. This means that commercially orientated websites experience a high bounce rate when users mistakenly land on them. But that’s not to say that web store operators should ditch informational keywords when optimizing their sites, as this category also includes search queries about products and services. Sometimes, product guides, descriptions, and reviews are sufficient for satisfying the user’s request. Creating content relevant to informational search queries really gives web store owners the opportunity to put their product expertise to the test. This ultimately pays off, as customers tend to go back to stores that keep them well informed.
Transactional keywords
Above all else, web store operators should pay attention to keywords that indicate an intention to buy. When users enter a query coupled with a search term like buy, order, rent, or download, it means they’re on the lookout for a website that allows a specific transaction to take place. Generally speaking, the user already knows what kind of product they want to buy or which service they would like to use. The use of a search engine simply allows the user to find the best offer from the most suitable provider. Transactional search queries often include elements like cheap, affordable, discount, and free shipping.
Internet users generally trust the search engine’s rating system, which is sorted according to relevance. This means that customers often settle for the web store with the number one spot on the results pages. Therefore, focusing on relevant transactional keywords during the website optimization process can prove beneficial in generating a good number of conversions further down the line. The only downside is that the huge potential of transactional search terms is no secret, which means that there is stiff competition for the keywords with the highest search volumes.