Why You Need Keyword Research

Keyword Research - Part 1: Getting Started

In addition to the frequency with which searchers use certain keywords, the search intent behind this keyword also plays a major role. A distinction is made in search engine marketing three search intentions:

Navigational searches

With navigational search queries, an Internet user usually has a specific idea of ​​which website he would like to reach. Perhaps he has just forgotten the exact web address or is simply too convenient to type it in completely into the browser's search bar. Such users usually use brands, brands and names of companies, institutions or organizations as search terms in the hope that Google and Co. will find the start page of the desired website. Popular navigational search queries are for example youtube, facebook or gmail. If a certain subpage is the search target, additions such as Conditions, Contact, arrival, opening times or jobs typed in.

Search queries like state library or civil office appointment do not indicate an intention to buy, nor do users want to find out more about the search terms selected. Rather, they are used for mere navigation in the network. Traffic and conversions can therefore usually only be gained using navigation keywords if an owner relates SEO measures to their own brand. An example: A website operator who offers mail services can still do so much in search engine optimization for the keyword gmail invest. He will hardly win new customers because a user who types in this navigation keyword wants to use Gmail and no other mail service that ranks on this keyword.

Informational keywords

Internet users use informational keywords to find answers to specific questions. Who likes the search engine with search phrases angela merkel's husband, brecht resume or bumblebees are too fat to fly feeds, looks for information. Classic indicators of informational search queries are elements such as What is, definition, how to, how works or tutorial.

When entering such keywords, the user expects that the search results list contains websites whose content answers his questions. The bounce rate is correspondingly high if he lands on a commercially oriented website instead. But that doesn't mean that web shop operators should ignore informational keywords when optimizing search engines. Because information-oriented search queries for products and services also fall into this category. A seeker's thirst for knowledge can also be quenched with product descriptions, guides and test reports. Corresponding content offers web shop operators the opportunity to demonstrate their product expertise. And customers often buy where they feel they are best advised.

Transactional keywords

Most interesting for website operators are those keywords that suggest a purchase intention. Who search terms with indicators like to buy,to order, rent or download combined, is on the lookout for websites that enable the desired transaction. As a rule, the searcher already knows which product they want to buy or which service they want to use. He now wants to use the web search to find the right provider. Transactional searches often include elements such as Cheap, cheap, Discount or free shipping.

Users have great confidence in the search engine's relevance rating. Therefore, customers often choose the provider that is best placed in the search engine. A website optimization for relevant transactional keywords can therefore generate conversions particularly well. But the great potential of transactional search terms is no secret among website operators. The competition for keywords with a high search volume is correspondingly strong.