One of the best ways to reach the top positions on Google’s search results page, and improve the visibility and reach of our websites, is to implement a sEO and content strategy solid. To do this, we must be able to identify the intention of users in each search and use the right keywords.
The keywords must be adapted to the users’ search intent, this way, we will be able to respond to their need and move them forward through the sales tunnel.
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 according to search intent they cover. In this sense, today we want to explain what are the different types of keywords according to search intent and how to use them to improve SEO.
-Discovery: This type of keyword is what users use when searching for a company or product name on Google (or any other search engine). An example of these keywords would be: “Facebook”, “Meta” or “ThirteenBits”. It could also be a discovery search “where is the nearest Carrefour”. These searches are performed when the user already knows the brand, but wants to find its website or the physical location of its stores. This is a type of keyword that attracts organic traffic, especially on popular brands.
-Informational: We could say that “the bulk” of keywords fall into this type. These keywords are only looking for information, so they don’t tend to get many conversions. They are easy to identify as they are usually questions or have a question structure (“miles of a rugby stadium”). These keywords are used to improve brand recognition, gain traffic and improve authority.
-Of interest or commercial: These are those keywords that users enter in Google when they want to know more about a product they intend to buy. They are searches that support a purchase decision, for example, when you have decided to buy a product or service, but want to know which one is the best. These searches are usually answered with comparison articles, reviews or lists of items, which are often accompanied by affiliate links or links to the user’s online store.
-Sales or transactional: At this point, the user has already made the decision and knows what they want. These are the keywords that should be used when creating ad campaigns and also on product and service pages. An example of this type of keyword would be: “buy cryptocurrencies”, where the user already knows what they want to buy, they are just looking for an exchange to do so.
