4 Search Intents You Need to Understand to Determine the Value of a Keyword


search intents The purpose of the search is interpreted as the purpose of the search performed. I will give a few examples of keywords: There are people who do a search on Google with the following keywords.

  1. Asus laptop
  2. Buy an Asus Laptop
  3. The best Asus Laptops under 5 millions

Search Intents : You Need to Understand to Determine the Value of a Keyword

3What are the search results they expect for each of these keyword?

 Try to imagine.

naturally like this (the number is based on the order above):

Want to know the type of laptop from the official ASUS website.

  • Want to buy an ASUS laptop
  • Want to find articles on ASUS laptop
  • Recommendations base on price

Makes sense right?   By knowing the intent or intent, we can imagine what content the seacrher wants.   this is how google works.   google understands that people who use the keywords "Buy an Asus laptop" definitely want to buy, so the product pages from online stores will get the top rank.   While article content is impossible to get page 1 for these keyword.      What about the first keyword ("Asus laptop")?
Google understands that users need official / trusted information. Therefore, it will be very difficult for new websites to compete in this keyword.
That's the search intent.
More complete, we can divide search intent into 4 categories. 

Search intent # 1 - Informational

As the name suggests, people who use informational keywords definitely need information quickly.

  •     "Calorie tempe"
  •     "Who is Indonesia's first president?"
  •     "The value of the American dollar today"
  •     "how to create a blog"
  •     "Symptoms of dengue fever"

Therefore, the content we provide must be in the form of information.
Informational intent is the keyword with the most volume compared to other intent. Therefore, websites that contain a lot of information are scattered on the internet.
But there is something that must be considered.
Google understands that users want to get information quickly.
So often for informational keywords, Google has provided the answer directly.
Like this:

image 1

image 2

image 3

This is called the quick answer box.
Because of this feature from Google, people who do searches on Google don't need to visit any website.
In keyword in English, a quick answer box like this will cause the number of visitors to drop dramatically than before.
In Indonesia it is still rare, but in the future it will be more frequent.
So, carefully choose keywords.
Although the volume is high, but not necessarily able to provide many visitors. 

Search intent # 2 - Navigational

This type of keyword is usually a large volume, but there is no benefit.
Usually because the searcher wants to directly visit a website when doing a search, then other websites will not get visitors.

  •     "Garuda Indonesia"
  •     "Kaskus Lounge"
  •     "Facebook login"

Those who write these keywords definitely want to go directly to the official website, they only use Google as a means of 'passing through'.
So, avoid these keywords. 

Search intent # 3 - Commercial Investigation

When going to buy a product, especially a high-priced one, we usually don't just buy it right away.
We will search first on Google.
We will read first so we know exactly which one is the best, buy where, how much is it, whether there is a promo or not.
This is the commercial investigation keyword.
The keyword that we use when we want to learn about certain products / services before buying.

  •     "Android phones under 5 millions"
  •     "The price of the Canon D330 camera"
  •     "The place for English language courses in Bandung"
  •     "The best web hosting in Indonesia"

  This third type of keyword has the potential to generate buyers.
Even though they might not want to buy right away at that moment, but at least they already thought about it. Our job is to convince them.
If you want to sell products / services, look for as many commercial investigation keywords that relate to your business.
Then prepare quality and targeted content.    

Search intent # 4 - Transactional

This is the highest level.
People who do searches on Google using transactional keywords mean they are ready to buy a product / service.

  •     "Buy batik clothes online"
  •     "Selling nike futsal shoes"
  •     "Cheap used iphone"

  If you sell a product or service, you must have this keyword.
Although the search volume is small, the conversion rate is very large. Compared to informational keywords, large volumes but small conversions.
But unfortunately, keyword competition like this is very heavy ...
... especially if you sell popular products. Usually there are giant e-commerce sites like Lazada, MatahariMall, Zalora, etc.
The new website will find it difficult to defeat the giants.
Therefore, we will then discuss how you should do the strategy. 

Understanding keyword strategies

We have learned 4 types of keywords.
There is a large volume but the value is small (informational), there is also a small volume but the value is large (transactional).
Then which keyword do we use?
Before that, I needed to tell you 1 of the most common mistakes in SEO and online marketing in general:
Too focused on transactional keywords.
That is, all content on their website pages only targets transactional keywords. Other keywords are ignored.
Don't do it like that.
As a result:

Website visitors do not get satisfactory information
Your website looks suspicious / untrustworthy
It's hard to get a high ranking because the content is thin
Therefore, you must have three types of keywords: informational, commercial investigation, and transactional.
Depends on.
If you are able to make a lot of content, then informational should be more than commercial investigation and transactional.
If you can't, then commercial investigations will be more.
Most importantly, consider these two things:

Don't create too much content with transactional keywords. Focus on quality, not quantity

Keyword informational must still be related to the type of product sold
Something like that.

For more on this topic, please read the guide to creating content that can increase sales.


3 Responses to "4 Search Intents You Need to Understand to Determine the Value of a Keyword"

  1. […] Part 1 4 Search Intents You Need to Understand to Determine the Value of a Keyword […]


  3. […] General keywords – aiming for keywords that are too general or broad without caring about the search intent . […]


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