Keyword research is an essential part of your overall digital marketing strategy. If you don’t know what are people looking for on Google then you can’t maximize the potential of your content marketing strategy.
What are Keywords
Although the word ‘keyword” refers to one single word, in the online world the term refers to anything that is typed in the search bar.
The word ‘marketing‘ or the phrase ‘how to learn digital marketing‘ can both be labeled as a keyword.
If we look at them from a marketing perspective, all keywords can be split into three big categories: Navigational, Informational, and Transactional Keywords.
Navigational keywords can be found at any of the 5 stages of the customer’s journey. Think of navigational KWs as signposts for online destinations.
When a user types these KW types in the search bar they already know where they want to go (a website, a post on a website, a youtube channel, someone’s name, etc).
- Examples of navigational queries: ‘wikipedia‘, ‘ gary vee youtube ‘, ‘google analytics homepage‘.
The most common type of search queries, informational keywords are typed at the awareness stage. They are usually typed by someone who is looking for information.
From a marketer’s perspective, informational keywords help you understand what are the pain points of your target customer and consequently guide your content creation process.
- Examples of informational keywords: ‘what is keyword research‘, ‘what are informational keywords‘, ‘how to find new content ideas‘.
As the name suggests, the transactional types of keywords are meant for the conversion stage of the customer’s journey.
They are called transactional because they have a buying intent behind them. It suggests that the person who typed it in the search bar is looking for a buy.
- Examples of transactional keywords: ‘monthly SEO package‘, ‘best paid keyword research tool‘, ‘digital marketing services for small business‘.
Transactional keywords are difficult keywords to rank for. Marketers are creating vasts amounts of content around keywords that have the potential to convert into a sale.
Targeting Transactional Keywords
If you are a new small business and want to rank organically in Google, don’t target transactional keywords. If you can afford it focus on Paid Ads when targeting keywords with buying intent behind them.
Why? Because on any transactional search query such as ‘cheap keyword research tool’, you will find at least 3 paid ads above the organic search results (that have a high Cost-Per-Click). Even the organic results below the ads are taken by highly authoritative sites that are extremely hard to outrank.
Target LONG-TAIL KEYWORDS Instead
A long-tail keyword would be an informational keyword with low competition. To check the competition of a keyword, type it inside double quotes in the search bar.
Then look at the number of results on google generated. If there are below 20,000 results you can say it is a keyword with a fairly low competition.
You can also check how competitive is a keyword using tools such as Neil Patel’s Ubersuggest.
For finding keywords I suggest you have a look at this other post where I talk about short-tail and long-tail keywords and about free keyword research tools.