While doing keyword research you might be focusing on two things only.
And those two things are the keyword’s volume and its competition.
You might always be looking for high volume and low competition keywords.
Yes, it is absolutely right. You may say.
Let me ask you another question then.
Is looking for only high volume and low competition keywords are the right approach towards keyword research?
The answer is NO.
Because in this approach ONE very important thing is missing.
And that thing is the “Keyword Search Intent”.
Yes, you read it right.
Different keywords have different search intents and you should always consider the search intent of the keyword before choosing it.
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What is Keyword Search Intent?
It simply means that what is the intention of the searcher when he is performing that search.
For e.g. some of you might be searching because you want some information about something or you want to visit some specific website or you might want to buy something.
Let me briefly describe you to the different types of keyword search intent.
Types of Keyword Search Intent
There are four types of keyword search intent.
When you are performing a search just for the sake of knowing something then it can be classified as Informational Search Intent queries.
The searches in this category will always start with “how to” and “what is” kind of queries.
At this level, most of the times you don’t have any idea about the thing you are searching for and you are trying to learn more about that thing.
So ranking high for these keywords will not increase your sales on your website. But you can actually let people know about the existence of your website by showing up for some good keywords.
When you specify the name of the website or brand in the search query then that search can be classified as Navigational Search Intent query.
For e.g. Searches such as “Facebook Login”, “LinkedIn Login”, or “The Hindu Website” are the types of navigational search intent.
Suppose you have an article relFacebookfacebook on your website and you rank for the keyword “Facebook Login”.
So what do you think, people searching for “Facebook Login” will click on your website result.
People searching for “Facebook Login” are looking specifically to login to their Facebook accounts and browse facebook.
Therefore, you should only focus upon ranking for your brand names. Because ranking for other people’s brand name consisting queries will not do any good to you.
Queries in which you are trying to “Purchase” or “Buy” something online then those kinds of queries can be classified into Transactional Search Intent queries.
For e.g. Searches such as “Buy Iphone 7s 128 GB Online” OR “Buy funky jeans online” or “Buy Kigurumi animal onesies”.
Here the searcher is very specifically looking to buy Iphone 7s with 128 GB Internal storage online and animal onesies at kigurumi.co.
These types of keywords are the best keywords from the sales point of view. And ranking for these kinds of keywords will bring money to your site.
And because transactional keywords are very good from the sales point of view.
Ranking for these keywords is extremely difficult.
Because the competition for the transactional keywords is very high.
But ranking for a transactional keyword is the worth of time, effort, and money.
Commercial Investigation Intent
Queries in which you are trying to compare two or more things so that you can choose which one you should buy in future those kinds of queries can be classified into Commercial Investigation Search Intent queries.
For e.g. Queries such as “MI Note 3 vs VIVO 9” Or “which is the best smartphone under Rs.15000”.
Here the searcher is investigating and comparing the products so that he can choose the best product for him/her.
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So these are the four types of keyword search intent which you should consider while choosing your primary keywords in the keyword research process.
Because as you saw not all keywords have the same intent.
And you should always optimize the landing page according to the intent of the keyword which is bringing the traffic.
For e.g. on the informational queries, you should not show your store the searchers. And on the transactional queries, you should not show your long articles to the searchers.