Keywords and User’s Intent

Search engine providers are always competing to try to ensure the best matching content appears in their search results when users make searches. It’s only when users feel they get useful search results that they will then begin to rely on one particular search engine.

What are Keywords?

Keywords are those words and phrase that people type into search engines to find what they’re looking for.

Of course, most people outside of the SEO industry tends to hardly use this terminology. Most people would call them Google searches or queries. Just know that keywords are synonymous with both of these things.

For example, let’s say you are looking to buy a new phone; you might type “Latest iPhone” into Google (the biggest search engine).
Even though it contains more than a single word, it is a keyword.

It’s important to worry about what your prospect is searching for if you want to meet their needs.

Why do keywords matter?

Keywords are important because your website can show up when people type them into search engines.
Google and other search engine display search result based on what people are searching for.
You need to ensure your website/web content answer and meets the needs of people searches.

When trying to create content that’s friendly to both organic search and paid search you must utilize the relevant keywords.
There are different types of keywords but I will focus on keywords that are based on the intention of the user.
I’m not talking about the popular short-tail, medium-tail or the long -tail keyword.

Understanding these keywords can help you understand the intention of your visitors.

Types of keywords based on the user’s intent

There are different types of keywords. Concerning the intention of the users, keywords can be divided into three different groups. These consist of commercial, informative and navigating keywords.

Commercial keywords: These keywords searched by the users who have a purchase intention.

A good example of this keyword would be “Current price of product X”.
Those who use the commercial keywords in most cases have the intention to make a purchase, so when choosing your keywords you need to put in all content that will eventually make them click the buy button.

Informative Keywords: Users searching for information on a specific topic use informative keywords. They ask questions or use words like tips, new, latest, all they want is information on their searched topic.
Example; Latest HP laptop, Tips on how to get scholarship abroad.
Webmasters who use these keywords will not find any users who have a purchase intention.

Navigating keywords: Navigating keywords are targeting a certain kind of website. The user is not seeking a particular product or company and has no clear intent to purchase. He just simply wants to visit a particular type of website and uses the search engine to navigate there.
Navigating keywords are also used when the user does not know the exact web address or the correct spelling of the brand name or company he is looking for.

Now that you know keywords based on customer intention, you need to decide which content and keyword to focus on when working on your SEO.