Keyword Intent: The Key to Driving Qualified Traffic to Your Website
Like, say you want to buy shoes. So you search on Google “Where can I buy shoes online?”
And your search results look somewhat like this:
Let’s understand more.
What Is Keyword Intent?
Think about your intention behind searching “where to buy shoes online” on Google.
You searched that because you wanted to know which websites you could buy shoes from. This was your intention. And we know this because of keyword intent. The same way the product pages and e-commerce platforms that ranked on the search result knew by adding keywords with similar intent on their pages.
Why is Keyword Intent Important?
Keyword Intent Improves User Experience:
You want to find a digital marketing course that offers placement, so you search on Google, “digital marketing course with placement ”.
And this comes up:
Keyword Intent Sets the Base for Your Blog
And you know what this leads to, right? Increased traffic, engagement, and conversion! But there’s more.
Keyword intent can also help you select topics for your content strategy.
Identifying the intent behind popular keywords and phrases can help you identify popular topics and trends within your industry. This allows you to select topics that your target audience will resonate with and drive more traffic to your blog.
For example, our audience had doubts regarding part-time courses since that’s a less explored area.
Everything Eventually Leads to More Traffic and Conversions and Growth
So now that you understand the impact, let’s explore the different types of keyword intent.
What Are the Types of Keywords Intent?
Informational Intent Keywords:
In the consumer acquisition funnel - informational keywords belong to the top of the funnel - in the awareness stage.
And our main objective here is to get people to read our content in terms of blogs and help them grasp the information that we provide.
Some keywords with an informational intent start with:
- How to…
- Best way to…
Let's say that you wrote a blog on the kind of hair care products that reduce hair fall for Mamaearth. Your intent is now to get people who are interested in knowing how to reduce hair fall, meaning that you want to provide that information.
What will make your target audience come to your blog? Keywords that contain the objective of your blog, i.e., “Hair Care Products That Reduce Hair Fall”. Or "how to reduce hair fall" as they all contain the primary intent - reduce hair fall.
Consideration Intent Keywords:
In the consumer acquisition funnel, transactional intent keywords fall into the consideration stage.
Some keywords with a transactional intent start with:
- Reviews of…
- … vs … (Eg: Mamaearth vs Plum Goodness)
- Top 10…
Say the user has read the blog you wrote about hair fall and hair care products. Now, they’ve almost decided to go with the Essential Anti-Hair Fall Kit . But they need a nudge to act on the decision they’ve almost made.
Here come the content pieces that cater to keywords with transactional intent.
For the user to absolutely buy the Mamaearth product, they will go on to search “reviews of Essential Anti-Hair Fall Kit”. Or they might even search “top 10 anti-hair fall products”.
Purchase Intent Keywords:
Purchase intent keywords cater to the conversion stage of the consumer acquisition funnel - simply because people in this stage are most likely to commit to their purchase decision.
Some keywords with a purchase intent start with:
Now, the user has gone through your blog about hair loss treatment for Mamaearth. They’ve also researched enough on which product suits them best to cure hair loss.
That way, your goal should be to make them "buy" your product. So "buy anti-hair fall products" becomes a keyword with the right intent that you use.
A pointer here: We could have used "buy" as a keyword too. But "buy" as a stand-alone word could mean anything. It could mean "buy a course" or "buy a book". It loses its meaning. And that's why we added a context to the keyword which is relevant to what you are offering, i.e., anti-hair fall products.
Navigational Intent Keywords:
Now, a user with a navigational intent knows what they are looking for. They know exactly what they want and who they want it from. So when they search for a specific product or service, they even go to the lengths of including the brand name they want the product or service from.
In the consumer acquisition funnel, the keywords with navigational intent fall into the bottom of the funnel category - the loyalty stage. And this is exactly what brands aim to reach.
And all you need to make sure of is when the user searches specifically for you, you need to be present there and they should land on your site. Your goal should be to rank in the top 3 for the keywords with a navigational intent.
Let’s consider that the user who researched anti-hair fall products finally bought your product - Essential Anti-Hair Fall Kit . After using your product, they liked it and wanted to purchase the same product again.
What will their route of purchasing the product be?
It’s likely that they’ll search for “Mamaearth Essential Anti-Hair Fall Kit” this time. And this is the keyword you should absolutely rank for.