Four Types of Keywords

When researching to discover a user’s intentions behind making a search, we can classify all keywords
into four main categories of intent: commercial, transactional, informational, and navigational.

We're going to identify what these types are with a short breakdown of each type.

Informational : conversional searches

There are plenty of keywords with significant search volume that don’t bring website conversions. Why?

People are simply searching for information. We call these searches informational keywords.

Informational keyword examples:

coffee calories

national coffee day

difference between cold brew and iced coffee

You can distinguish this type of keyword by “question words” as they usually contain clues like “what is,”
“how,” and so on.

Google’s results pages for informational searches also commonly contain knowledge panels, carousels,
or infoboxes to provide quick answers when applicable.

These keywords carry less intent to take real action when compared to transactional or commercial
keywords.

However, they can be valuable in building brand awareness by targeting them with informational
content and educating your audience.

By targeting these terms, your website could become an authority in your niche and trusted by those
searching for help or common questions.

Navigational : branded searches

Another type of keyword to be aware of is navigational.

When someone types in a company or brand name into a search engine, they perform a navigational
search.

Navigational keyword examples:

Youtube

Semrush blog

Where is angelinos coffee located

People behind these searches already know the company or product and want to find the correct
website or physical location to get to their products.

Such keywords can be helpful sources of organic traffic when the brand or the site are well-known and
popular.

Commercial : research phase

Commercial keywords are keywords that reveal a searcher’s interest around specific products or
services.

These searches can occur when a person wants to know more about a particular product or service —
they may want to support their idea of purchasing, compare the product to similar products or look for
free offers/tests/discounts.

You can target these keywords with comparison articles, listicles, reviews or how-to articles depending
on the specific keyword.

Commercial keyword examples:

Free coffee

Dunkin iced coffee flavors

Ipad vs ipad air

Ipad mini reviews

Because these keywords reveal a person’s intention to buy or take some form of commercial activity in
the future, these keywords can be valuable opportunities to reach an audience that could be converted
into future customers.

Transactional : purchase
The keywords with the strongest intent to buy or take imminent action are transactional keywords.

These keywords can be targeted with paid ads and highly optimized purchase pages or pages where
users can take immediate action on a site.

Transactional keyword examples:

Buy crypto online

Sandwich places near me that deliver

Pickup truck for sale

These searches can happen after someone has already searched for information, made a decision, and is
determined to now take a specific action or make a purchase.

Such keywords often feature words like “buy,” “subscribe,” “for sale.” Therefore, the SERP of a
transactional keyword often has Google Shopping ads.
Transactional keywords can also be referred to as buyer keywords because they are most likely to be
used by a person at the bottom of the buying funnel. Therefore, these keywords are highly valuable
when making keyword research and planning an SEO or PPC strategy.

As a rule, these keywords could be more specific as well, describing a product or service more precisely
(“neon blue unisex watch,” for example).

On basis of search query

1. Short Tail : Digital Marketing – intent is of search

2. Mid Tail : Digital Marketing Services

3. Long Tail: Digital Marketing scope in the year 2023 – intent is of research

Blue Pen

Blue Gel Pen

Best long lasting Blue Gel Pen

On basis of SEO:

1. Primary Keyword – Best smartphones under 25k

2. Secondary keyword – Best mobiles under 25k

3. Content idea keywords – that help you to plan future content

4. LSI(Latent Semantics Indexing)

SEO of 2 types

1. On Page : content optimization, website structure , HTML Optimization

2. Off Page : Link building – backlink creation

Types of Traffic :

1. Direct – Branded Traffic – the audience has knowledge about our website link.

2. In direct – traffic from all the relevant external sources.

Keyword Research:

Infomercial – navigational – commercial - Transactional

https://www.amazon.in/

HTML – Hyper Text Markup Language

<html> - tag

Website Structure:

<HTML> - root tag

<head>

<title> This is a Demo Title</title>

</head>

<body>

<footer>

</footer>

</body>

</HTML>

https://www.amazon.in/

URL : Universal Resource Locator

HTTP : Hyper Text Transfer Protocol

HTTPS : Hyper Text Transfer Protocol Secure

SSL : Secure Socket Layer

Web Browser : to render HTML Code. To display websits over the internet.

www : world wide web

Amazon – second level domain

Amazon.in – Domain Name

.in, .com, .org, .gov – Top Level Domain

.in,.aus,.ae,.pk – ccTLD(Country Code TLD)

Keyword Research Steps:
Step 1: Make a list of important, relevant topics based on what you know about your business.

Step 2: Fill in those topic buckets with keywords.

Step 3: Understand How Intent Affects Keyword Research and Analyze Accordingly.

Step 4: Research related search terms.

Step 5: Use keyword research tools to your advantage.

Keyword Stuffing : over usage of keyword.

Keyword Density : no of times a keyword is used in your content.

Formula : no of times your keyword is used/total words in your content x 100

Keyword Relevance : always use keywords related to your content.

Keyword Prominence : putting keywords in prominent section of your content.

Keyword Proximity : distance between 2 words in a keyword.

Digital Marketing

1. Digital marketing is a powerful strategy for businesses to reach their target audience online.

2. Digital as a medium for business marketing a viable option.

Keyword Stemming : keyword + ing form

Keyword Planner : a detailed list of all the relevant keywords that will help your content to rank on SERP.

Evergreen Content: these are the contents that stay relevant for a longer period of time, these help in SEO
by becoming constant source of traffic.

Pillar Content: these are the contents that serve as a bridge for other relevant content of your website, for
example, a blog on Digital Marketing can serve as a pillar content for pages with information about SEO, SMM,
Google Ads and so on.

Pillar contents are used to increase a user’s session time on our website.

URL Mapping: technique in which we try and replace the anchor texts of our website with good
potential keywords.