When you’re thinking about which keywords you’d like to target on your business’s site, or pouring through Google Analytics reports to see out which terms have been bringing traffic, it’s important to consider the user intent that a particular keyword implies. A little common sense can go a long way when deciding if a particular keyword is valuable.
Numbers don’t lie, specifically conversions or sales, and a keyword that is driving conversions and/or sales is valuable no matter what. But, sometimes keywords can drive tons of visits that don’t lead to conversions. If you have search intent in mind, and use a little common sense, you can determine which keywords imply that someone is coming to your site to buy something and make those your main focus. Three Types of Searches Before you start analyzing the search intent of your visitors, it can be helpful to have a framework for thinking about searches. Searches are generally thought of as being in one of three categories: informational, navigational, and transactional.
- Informational searches – These searches are made by users looking for information, rather than seeking to buy a specific product or service. For example: ‘How do DSLR cameras work?’
- Navigational searches – These searches are made by users who are looking for a particular website, but use a search engine to get there. For example: ‘camerainformationsite.com.’
- Transactional searches – These are searches made by people looking to buy! For example: ‘Buy Canon Rebel T2i online.'
Incidentally, a study done in 2008 (reported on here) found that 80% of all searches are informational, 10% are navigational, and 10% are transactional. If the main objective of your site is to sell something, you will want to be focused on the 10% of people that are performing transactional searches.