What is a keyword?

What is a keyword? Types of keywords and determining the value of each

A keyword, key phrase or search query are the words or phrases that the audience enters into a search engine to find specific information. By using valuable words and phrases correctly, your site will rank highly in the desired keywords.

Study Guide

What is a keyword?

Keyword usage in SEO
Types of keywords based on the user’s search intent
Keyword selection factors
Importance of understanding the concept of a keyword

While Google is constantly releasing new algorithms to check the quality of sites, one concept has remained constant throughout this time; the keyword!

In fact, many digital and SEO experts use these phrases and words to improve the status of their sites. This shows the importance of keywords. However, do you know what a keyword is and how to find it? Will the keyword be the same on every page or website?

In this article, we will fully define “keywords” and answer other questions. In order for you not to be unaware of the valuable criteria of a site from the perspective of Google robots, do not miss reading the following article.

What is a keyword? Answering the audience’s needs with specific words

When you intend to find your question on the Internet, you enter some words or phrases into the search engine. The more precise this phrase is, the closer the results displayed will be to the answer to your question. A keyword, key phrase, or search query are the words or phrases that the audience enters into the search engine to find specific information.

Using keywords in SEO helps your site to answer the audience’s needs through your brand content. In fact, keywords are the essence and foundation of various sites. You can easily identify the field of activity and expertise through the value and importance of different keywords on the site.

Sometimes, you can also use the keyword along with the site’s brand in the text or link building to determine the field of activity of your business. In this case, Google will understand the purpose of the site. This phrase is called a brand keyword. We suggest that you also read the additional information in the article “Branded Keyword” to learn about the dos and don’ts of using this phrase.

Keyword Usage in SEO; Build the Foundation of Your Site with the Right Words!

Keywords play an important role in many aspects of SEO and PPC marketing. In fact, by using valuable words and phrases correctly, your site will rank high in the desired keywords. By displaying different pages of the site at the top of search results, your business’s target audience will visit your site to meet their needs or obtain information; this will have a significant impact on the site’s SEO.

Also, if you have a budget for click advertising, you can display your site at the top of the search page by choosing the right keyword in PPC. In fact, this is the mechanism of Google Ads to display different pages of the site at the top of the SERPs.

For example, imagine that someone wants to buy third-party insurance. Instead of choosing the phrase “third-party insurance”, choosing the long keyword “buy third-party insurance online” has the closest meaning to the user’s need for a Google Ads campaign. On the other hand, the phrase “how to buy third-party insurance” is suitable for an audience that is looking for information; as a result, you can use this phrase in your blog post.

Sometimes choosing a long phrase as a keyword has a better impact on the SEO of the site or Ads campaigns. To learn more about long tail keywords, we recommend reading the article “Long-tail Keywords” to conduct more informed keyword research for your business.

Types of keywords based on user intent

To choose the right keyword, you must be familiar with its types. By understanding the types of keywords, you will also find ways to research and reach the right phrase. One of its important categories is keywords based on user intent. The user intent of the search shows you where the audience is on their path.

Of course, to better understand keyword research based on user intent of the search, we recommend reading the article “What is search intent” to learn about its impact on other parts of the site’s SEO. In general, the user intent is determined by answering a few questions. These questions are as follows:

Is the user’s purpose in searching to buy something?

Are they simply looking for an answer or explanation?

Are they looking for information about several products but do not intend to buy yet?

Are they looking for how to access a specific site or page that they are already familiar with?

Based on the answers to these questions, keywords are divided into 4 categories: “transaction intent”, “commercial intent”, “guidance intent” and “information intent”. We will explain each of these concepts in detail below.

1- Transactional; Keywords based on the user’s need to buy

Keywords with purchase intent indicate the user’s purpose for making a transaction on a site. For example, in the fields of home appliances, car insurance and watches, Transactional keywords are searched by users as follows:

Buy cheap bridal shower services

Buy third-party insurance with a discount

Original Citizen watch

This category of keywords usually includes words such as “buy”, “membership” or “auction”. Also, phrases that fall into the category of purchase keywords

The keywords will be specified in more detail. For example, (buy classic MDF wood design bedroom set) may be the keyword phrase for your product for people who are planning to buy it.

2- Commercial; Converting a potential user into a buyer through promotional keywords

The commercial or promotional goal is usually used when a user is researching a product, service, or a specific brand. In fact, the user is not yet ready to buy but will soon become a buyer. The following phrases are given as examples of commercial keywords:

The best watch for a classic type
Types of the best bedroom set for a dowry
The best shoes for running

Users who search for commercial keywords are not looking to make an immediate purchase.

However, it is a good opportunity for you to promote your brand in addition to providing practical information. After the user makes a purchase, your brand will be at the forefront of their mind.

3- Informational; Knowledge-based keywords

Information-based keywords are usually used only to provide knowledge, facts, and directions; without the intention of selling anything through user search. In this regard, the following examples are a good guide:

Where is Persepolis?

How long does it take to cook an egg?

What does a dowry include?

How to improve your site’s ranking in Google?

This category of keywords shows that the audience is looking to solve a problem or find an answer to a question. Note that this category of keywords cannot be used in many advertising campaigns; however, informational keywords have an impact on the site’s SEO. By focusing on informational keywords, you can increase the audience’s awareness of the brand and the popularity of the business on social networks.

4- Navigational; Guide users to reach their destination

The destination is not always the physical address of the store or shop. Some users search to find a site or a page on it. The terms that are searched to reach their destination are included in the Navigational keyword category. In this category of terms, the user usually searches for the brand name, product, service or its address. Also, terms such as near me, price or address are also searched in this category of keywords. In general, Navigational keywords are for user guidance and will not be targeted by marketing or SEO experts.

How to value keyword research

To select a keyword, you should pay attention to several factors. Sometimes, not all words or phrases searched on the Internet are key or valuable. They may not even be useful for all businesses. To determine the value of searched words, you should pay attention to the following factors:

Number of searches

“Buy a training course from Websima” has a very specific purpose; but it is not a keyword or phrase. Because it does not have a high number of searches.

User’s purpose for searching

The transparency of the user’s purpose is important in determining the value of a keyword. For example, “Corona” is a very popular search term. However, people search for the word with different intentions for treatment, condition, symptoms, or infection statistics. In fact, to determine a keyword, the user’s purpose for searching must be clear.

Competition Level

First, to enter the competition, you must also examine the level of competition or the type of activity of other sites. The amount of content production, content chat, number of link building, and challenges ahead affect the value of the keyword.

Economic Value

The profit margin, the amount of income generated from the keyword in question, affects the value of the keyword. You may find a phrase that has high search volume and low competition, but it is not profitable for your business and you do not have a product or service related to it.

If you find a word with high search volume, low competition, a specific goal, and high profit, it means you have found a valuable keyword for your business.

Usually, you can be a little creative to reduce the amount of competition in different business areas. For example, when everyone was selling ice cream, someone started producing and selling charcoal ice cream. This way, he was able to achieve high profits in a highly competitive business field.

If you come across several valuable keywords that have the same search volume, your site strategy and business goal will help you choose the right word or phrase. Sometimes a keyword is not used solely for content; it can also be used for Ads.

The process of identifying valuable phrases and keyword research is fully taught in the SEO strategy development course.

Understanding the concept of keywords; the most important step in site optimization and marketing

The first and most important step to using basic phrases and words correctly on a site or advertising campaign is to understand keywords. However, the story does not end there. After understanding this concept and the types of keyword categories, it is time to research and search for them.