Keyword-based content optimization requires an understanding of searchers’ intent. Is it to buy, to learn, or to find a specific site? Search engine optimizers call those options “commercial,” “informational,” and “navigational.”
Hence, depending on the intent, a content strategy for search engine optimization should focus on:
- Driving an action,
- Providing answers,
- Helping people navigate to your site (brand queries).
The fourth type of intent is “transactional,” reflecting the transition from informational to commercial. Those are queries from folks who don’t intend to buy but may if they receive satisfactory answers.
Optimizing for intent is giving searchers what they seek.
In most cases, identifying search intent is more or less common sense. A query for “affordable running shoes” is likely commercial intent. “How to clean running shoes” is informational. “Road Runner Sports” is navigational.
Searching on your target keyword can provide clues to Google’s interpretation. For example, most informational queries on Google produce “featured snippets” (i.e., “answer boxes”), whereas commercial queries generate shopping results.
Another useful signal of search intent is a keyword’s cost per click in Google Ads. Advertisers are willing to pay more for keywords that drive sales. Hence commercial and transactional keywords tend to be more expensive.
But how can a merchant know the intent of hundreds or thousands of keywords?
Fortunately, a few SEO tools have integrated search...
Read Full Story: https://www.practicalecommerce.com/3-keyword-tools-for-search-intent
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