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A primer on keyword research

Digital marketing

So, what is keyword research all about? The short version: identifying search terms relevant to your business and creating content around them. Ready for the long version? Good, let´s go!

Search intent

An understanding of the users’ search intent is the foundation that you base your keyword research on. Being familiar with your target groups’ problems and providing solutions is a reliable method for becoming more relevant in the search results. With this approach, you understand what type of content you need to create to stand out from the competition.

There are three main types of search intent that you need to grasp: informational searches, navigational searchers, and transactional searches.

Informational searches

The user is looking for information about a certain product, person, or location, for instance. The search phrase often begins with words like “what” or “how,” but the search phrase can also consist of just a name.

Examples:

  • Which is the best iPhone?

  • How do electric cars work?

  • Elon Musk

Navigational searches

Someone is searching for a specific website because they don’t know its URL or want to find one of its pages without navigating its menu.

Examples:

  • Petra web agency

  • IKEA beds

  • Facebook login

Transactional searches

This type of search is often more specific and further down the customer journey. You can use these keywords to increase the number of conversions.

Examples:

  • Green t-shirts for kids

  • Silent dishwashers

  • Pizza home delivery

Consider the fact that Google already knows what types of results are the most relevant for your keywords.
- Martin Lundström, Account Director, Petra Agency

Google it!

So, now you have a better understanding of how to identify search intent. What’s next? The answer lies in the search results.

Google’s algorithms are constantly trying to figure out what types of answers are most relevant for the search queries. And they are good at it.

We don’t know exactly how many factors the algorithms use to match search queries with results, but the search engine’s main objective is to provide users with the best possible answers. And this applies to all content, no matter if you choose to advertise on paid search or create content for organic ranking.

So, how do you use this knowledge? Start by searching for some of your target keywords and study the results for a minute. Are pages from your website listed? Pages from your competitors’ websites? Blog posts or product pages? Consider the fact that Google already knows what types of results are the most relevant for your keywords and compare the content of your web pages with the content of the web pages listed in the search results. This gives you the information you need to create relevant content.

Lastly, remember that users create brand new search terms every day, so revisit your keyword strategy now and then. And never forget to focus on search intent when creating content.

Martin Lundström
For more about this, contact

Martin Lundström

Account Director