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Keywords Research and Search Intents-A Complete Guide

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Search intents and keyword research: a complete guide

So far, we consider all keywords the same just as a “word”. The reality is not the case. We must moderate keywords based on the intent of the web surfer. Not all keywords are the same. There are huge keywords that are searched by many surfers, but absolutely useless.

search intents

There are also keywords that are searched for are small, but the volume is large. Search intent is defined as what the purpose of the search is done. For example: there are huge amount people who search on Google with the following keywords:

  • “Dallas SEO”
  • “Dallas SEO Agency”
  • “Best Dallas SEO Agency“

I wonder what results they expect from the Search Engine results for each of these keywords. Try to imagine. It’s natural like this (the figures are in the order above):

  • Want to know the services of web design from several websites
  • Emphasis on the services provided by the companies
  • Want to find the best provider of SEO or Search Engine Optimization Services in Dallas


dallas seo search intent

Makes sense right? By knowing the intent, we can easily imagine what content the people want. That’s how Google works. Google understands that people who uses the keyword “Best Dallas SEO Agency” want to find a provider of Search Engine Optimization Services in Dallas. Therefore content that uses the first keyword might not be able to rank first on Google due to huge competition.

What about the keyword “Best Dallas SEO Agency“?

Google understands that searchers want to know the providers who provide the best SEO services. That’s why Google displays the provider’s website. So from that the website is difficult to compete on this keyword. That is called search intent. More inclusive we can separate search intent, with 4 categories.

Informational Search Intent

As the name suggests, people who use informational keywords definitely need information articles quickly. For an example:

  • “What is Website Design?”
  • “What is SEO?”
  • “Which Company/agency is the Best in Web Design?”
  • “What is Web Traffic?”


what is website design

Therefore the content we must provide in the form of information. But there is something to be conscious of. Google knows that users want to get information quickly. So, often for keywords that are informational; Google has given an immediate answer.

So be careful in choosing keywords, even though the volume is high, it will not necessarily produce a lot of visitors.

Navigational Search Intent

This type of keyword has a large volume, but there is no benefit. Usually visitors want to directly visit the official website. For an example; visitors use keywords as below

  • “Web”
  • “Design”
  • “Dallas”
  • “Facebook”


But visitors only use Google for means of “Passing Through” only. So, these types of keywords need to be avoided.

Commercial Investigational Search intent

When we want to buy a product, we might not buy it right away, especially with high prices. Surely we use Google to find product information that we want to buy. We will read the product information first before buying it. This is the commercial investigation keyword. We use the keywords when we want to discover about certain products / services before buying. For an example:

  • “Web Design cost in Dallas”
  • “SEO Monthly package Price”
  • “Social Media Marketing Package”
  • “Domain Name Registration in Dallas”


domain registration in dallas

Although they do not directly buy our services / products, at least they think first before buying. Our job is to convince them. If you want to sell products / services, use these third types of keywords. And then point to the products / services that you sell. Prepare quality and targeted content.

Transactional Search Intents

This is the highest level. People who searches on Google with the Transactional keyword means that they are ready to buy products / services. For an example:

  • “Buy SEO Packages in Dallas“
  • “Buy Server in Dallas”
  • “Buy Website hosting in Dallas”


website hosting in dallas

If you sell products or services, you must have these keywords. Although the search volume is small, the conversion rate is very large. But sorry to say the competition for these keywords are hard/difficult; especially, if you sell popular products.

Learn more “What is Conversion Rate and Why It’s So important for eCommerce Business.”

You will be hard to find a buyer to sell. Because there are many giant companies already made their position at search engines. It’s true that a new website is difficult to get a position on Google compared to other giant popular companies. Now, let us discuss more about keyword strategies because it’s highly mandatory to know.

Understanding Keyword Strategies

There is a huge volume but a little value (informational), there is also a little volume but a great value (transactional). Before that I will tell you one common mistake in SEO and general marketing which focuses too much on transactional keywords. That is, all the content on the website only focus on a single keyword. And this is called Transactional keyword. Other keywords are ignored. Don’t do that. As a result:

  • Visitors will not be satisfied with the information provided on the website.
  • Your website looks suspicious / not trusted.
  • it’s hard to get high rankings because the content is poor


Therefore, you should have these 3 types of keywords:

  • Informational
  • Commercial investigation
  • And transactional


The amount of keywords totally depends on you. Be careful of doing keyword stuffing. If you are able to create a lot of high-quality content, then informational keywords must be more than commercial and transactional keywords. The important thing is to note the followings:

  • Do not focus on transactional; quality must take precedence over quantity
  • Informational keywords must still relate to the product / service being sold

Find the Correct Keywords for Your Website SEO

Keywords are one of the most significant parts of a website or blog’s Meta Tag. In this Meta tag there is keywords that will help display each of our posts or articles on search engine such as Google, Bing, and Yahoo and so on. By using these Meta tag keywords will greatly affect the quality of your blog’s SEO. Not only that, by creating the correct Meta tag keywords, this is an advantage for you. Because by creating the right keywords that will maintain the SERP of your blog on search engines.

Read more “What are SEO Services and How They Help Your Business.”

Then how do you make the right and correct keywords? On this occasion the Intrigue IT beneficial blog is sharing this article.

Keyword Research

Keyword research is absolutely essential if you want a continual flow of targeted visitors to a specific website. Following some simple guidelines will help you choose the right keywords that will get your promotional activity off to a good start.

The Goal

You do not need to be an expert but there is a vast amount of research that needs to be done in choosing the right keywords. If you take the time and do it right, you can dominate the search engine top rankings. Just think about dominating the first page of sites like Google, Bing, and Yahoo. If you would like to bring your website in top position, you need to make the search engines your best pal.

What Makes Search Engine Happy?

Always think about what will make the Search Engines happy. Give them what they want. They’d like to make their customers content by giving them what they are attempting to find. When someone does a search on their sites, they’d like to give their customers precisely what they are searching for. That’s where you come in.

If you provide great content, your info could show when anyone searches for it. Whether you are using PPC or SEO, keyword research will do or die your marketing efforts. Do in the right way and you will have a wave of traffic daily to your website. Also you can dominate the search engine top rankings.

Before Doing Keyword Research

Properly selected keywords and in-depth keyword analysis are really important SEO tasks. They determine how your website appears in search results. Keywords that you use for SEO should match search terms of your target group. If they match, the search engine will redirect users to your website. So, what information do you need to collect before doing keyword research?

  • Fields of activity of the company, product range and etc.
  • List of existing and planned pages.
  • List your competitors in search results.

So what is the Actual Process When Choosing Keywords?

Firstly there isn’t any strict guidelines or set method to key phrase research. There are numerous tools and concepts as to ways to do it properly. There are paid tools and free tools you can use. The paid tools will give you more correct data than the free tools, but the free one’s can still give you good enough information to work with. There are two major forms of keywords such as:

Short-Tailed Keyword:

Short-tailed are generic and not very specific. It is also very hard to rank in the search engine top rankings with short-tailed keywords. Example of short-tailed: “SEO”, “Web Design”, “Managed Services“.

short taile keyword

Long-Tailed Keyword:

Long-tailed Keywords are more distinctive and you have the better chance at top position ranking in the search engine results. Because, fewer folk are using them. Example of long-tailed: “The Best Dallas SEO Services”, “Contact Dallas SEO Consultant”.

long tail keyword

Keyword Research Suggestions

There are some suggestions to use which will help you with doing your keyword research better.

Search Results:

First of all go to Google and type in a search with your keyword in quotes. Here quotes means a precise keyword. After you type in your search, go to the number next to results. A good guideline to follow is to provide content which has less than 500,000 search results. This will be your surest chance to rank high in the search engines with your content.

Anything more than 50,000 becomes hard to rank on the first page of the search engines as there is so much content out there. This is also a good suggestion to follow when using pay per click marketing. The lower the search results for keywords, the less you will pay per click.

google search results

PPC Advertisements:

Always try to see if there are ads on the right side of the page when you search. If you see ads, chances are your keyword is profit-making because folk are using them in the PPC campaigns. This isn’t necessarily always the case but it is a good guiding principle to follow. The more adverts that show, the more lucrative the keyword.

Google PPC Management

Read More “PPC or Pay Per Click.“

How to Find Relevant Keywords?

Keyword research involves searching and analyzing the queries people type into a search engine. How can you collect this data? There are a variety of methods that you should combine.

  • Find general search terms related to your products or services. Most brainstorming sessions are suitable for this. Remember which search terms describe your website, which offer you have and which problems your target group wants to solve. Of course, this is just a compilation of a rough list that has to be analyzed and expanded further.

  • Expand the keyword list. To find suitable keywords, use SEO tools that automate this task. Google Keyword Planner, Google Suggest, Keyword Generator and etc. Also, don’t forget to use similar and related keywords. SERPstat also offers the possibility to collect long-tail keywords and search suggestions.

  • Analyze keywords that your direct competitors use. You can do this step manually or with different tools. SERPstat also finds search terms that your competitors are using, even though they are missing from your website.

  • Delete keywords from the list that are not suitable for your goals. This includes search terms that include: mentions of competitors, service or products that are not included in your offer, repeated requests or keywords with errors.

This list of keywords collected can be used for SEO purposes and content creation. It is also helpful when optimizing the page structure.

Discover the Keywords that Pays

When promoting and optimizing any new or existing website, discover key phrases are the key starting points that pay. Even though you may think that you must know your business well and therefore you know the trendiest keywords that visitor use to find your products or services. A simple experiment may prove you wrong.

Even if you guess the most popular keywords, this by no means guarantees that optimizing your website for these words will take you to the top positions in Google SERPs. Neither does it assure that the money and time spent on promotion or ads will pay for themselves, to say not anything of showing a profit.

One of the most important qualities of smart SEO is that keyword discovery and competitive analysis. This should always be the starting points. The insight here is not to battle for the top search queries. Because this is extreme costly, time consuming and does not offer any stable position. But rather to discover keywords that are, on one hand, quite accepted with searchers. And on the other hand it is underused by your competitors.

There are a number of way to do this. But a powerful and straightforward method is to use the Google AdWords Keyword Tool. This absolutely free. So without further argument, I am going to summarize the main steps below:

Study Keywords

Study keywords used by your top 5 competitors. For this, type in 4-5 main keywords, that you think are most relevant and important to your business. Search Google and find your main competitors. Then in your browser observe the keywords used by your competitors. Make a list of 16-20 most popular phrases and keywords.

Using Google Keyword Tool

  • Go to the Google Keyword Tool
  • Choose “Descriptive words or phrases”
  • Type in each of the keywords you found in step 1.
  • Mark the box “Use Synonyms” and press “Get Keyword Ideas”.
  • Above in the result table “Choose Columns to be Displayed” in the field.
  • Choose “Show Search Volume Trends” and “Show Estimated avg PPC”.

Keyword Result Table

  • For each of the discovered keywords save both result tables in CSV format.
  • Now open them in Excel (Microsoft) to sort data by the “Approx. avg Search Volume” column.
  • The order should be in descending.
  • Cut out everything with less than 250 searches a month.
  • Drop all phrases with search trends always declining over the year.

Data Analysis

  • Now, carefully look the data, leaving only phrases and keywords relevant to your business.
  • Do this for each keyword and synonyms that you found in Step 1.
  • Once completed, merge all CSV files into one file.
  • And, once again, arrange data by “Approx. avg Search Volume”.
  • If you have more than 150-250 key phrases with search volume over 250/month, reduce the list to about 200 most popular.

Save the results

Save the results file as an Excel file adding seven (7) new columns titled:

  • Searches/month
  • Bulk Competition
  • Direct Competition
  • Optimized Competition
  • Keyword Opportunity indexes (KOI)
  • Keyword Effectiveness indexes (KEI)
  • Keyword Feasibility indexes (KFI)

Key Phrase selection

Select the first key phrase from the file. Now, go to Google and search the following three variants:

  • Key phrase No.1
  • Allinanchor: key phrase No.1
  • Allintitle: Key phrase No.1

From your table “key phrase No.1″ is the first key phrase. When you perform a search for all three then Google will display a number of search results for all of the above requests. Write down these numbers into columns and repeat this for all key phrases:

  • Bulk Competition
  • Direct Competition
  • Optimized Competition

Applying formula

In the top cell of the columns “KEI”, “KFI” and “KOI” apply the following formulas:

  • MS^2/BK
  • MS^2/DK
  • MS^2/OK


Here OK, DK and BK are the column titles corresponding to Optimized, Direct and Bulk competition. Fill those columns by highlighting the top cell in each column and dragging it down to the bottom.

watch parameters

Now you have to watch for three parameters simultaneously –

  • MS (Monthly Searches)
  • KEI
  • KFI

According to those, now separate all the keywords into the following groups:

  • 1st priority: MS >1000, KFI>5000, KEI>1000
  • 2nd priority: MS >500, 1000<KFI<5000, 200<KEI<1000
  • 3rd priority: MS >300, 100<KFI<1000, 100<KEI<200
  • Unworthy: MS <300, KFI<100, KEI<100


The first three groups give you the phrases and keywords. These are worthy of competition and can be used in your upcoming SEO campaign. The 4th group should be ignored. It should be noted that the numbers for KEI, KFI and MS are approximate and experimental. This is just a guideline. Use your own if you find something smaller or bigger numbers work better.

Final Selection

After all these procedures, finally you have found that your list of keywords went down below 90/100 words. You can always go back to step-4 and leave more key phrases with monthly searches to access over 250. If there are no more left in that list, you need to go back to step-2 and try to find more synonyms by using a thesaurus for your keywords found in step-1. Also try to find expressive adjectives that combine-well with your main keywords and make some phrases.

After you have compiled the list using the above mentioned approaches, revise each new phrase with Google Keyword Tool as mentioned in Steps-2 to 4. Finally, keep only 200-250 most efficient phrases and keywords. Therefore, you have just built the most popular keywords and phrases list.

Simple Ways to Use Keywords Effectively

I would like to say that you should do the followings once you have your list of phrases and keywords. Look at the structure of your site and use the keywords in the following areas where they are relevant to your website content:

Anchor text

Anchor text is the text you will see in the Search Engine results pages directly underneath a link. It provides a useful description of what the site is all about. It also enables the search bots to determine if the site is linked to provide a match to the users query. It is important to include your keywords here.

anchor text seo

You should write this text in a short compelling statement. Make sure it fits the space visible in the results page. It enables the user to determine if it is the right site for them without clicking through. For example if you have SEO Services website in that specializes in SEO Marketing and your keyword phrase is “Dallas SEO Marketing” then your anchor text could read: check our wide range of quality Dallas Search Engine Marketing.

title tags

Title tag is one of the most important things that a search BOT will look for to determine what your site is going to be about. So you should look to include the most important keyword or phrase. Remember, you don’t need to force the keyword(s) into the title, just keep it natural.

title tags seo

meta tags

Meta tags can be used to highlight your keywords to the search bots. Make sure you don’t over use the keywords because the search bots might think you are spamming. 

meta tag optimization

Headings

Heading are another important area as search bots will assume that a section of text is a major heading and important topic on your site. So break up your copy into a few sections each with a subheading or heading. The heading size range from H1-H6 and H1 is the most important heading.

heading tag optimization

using keywords in the body text

There is effective use of keywords in your sites body texts (content). The more often you use a keyword in the body of your websites text the more likely it is that the search bots will register that keyword but you need to strike a careful balance.

using keyword in body

Using too many keywords can make a search BOT think you are trying to cheat the system; this is often referred to as “Keyword Stuffing”. Here are some points to consider:

  • Read your text before publishing it, if you think you’re being too repetitive the chances are the search engines will too. Even better ask a colleague or friend to confirm if it reads ok.

  • Write for the web visitors not for the search engines. What I mean by this is make sure the content flows nicely and reads well first then look at your keywords.

  • There is no optimal keyword density ratio. I tend to use the same keyword 4 or 5 times in a post or page of minimum 2000 words but again just do what reads best.

Rich Content

You have to write the great content for your website. As a small business owner and entrepreneur the chances are you’re not a copywriter. But that’s OK. You don’t need to be. So here are a few handy copy-writing tips for you:

  • I am going to reemphasize the point I made above as it’s so important. Whilst you have two target audiences “Search BOT” and “Web Visitors”. So, you have to produce readable and compelling content first. Then incorporate the relevant keywords and phrases that will help your page rank with the search engines. Do not force to use the keywords that make your page less readable. Because you may get the traffic but your audience will not read and they are likely to leave your site.
  • Write naturally. If your keyword phrase is “SEO Agency in Dallas” then you need to incorporate this phrase as if it would have been included in the sentence anyway and not enforced.
  • A good way to improve your sites readability and Search Engine Optimization is to break your copy into smaller sections with individual subheadings and bullet points (like I’ve done in this post). Search bots look for the keywords in your heading tags. Headings help readers to identify important text and it serves both of your audiences well.
  • Another handy hint is that search bots tend to scan the beginning and end of your page and visitors may do the same when checking the content is relevant to them, so incorporating your keywords in the first two paragraphs and again at the end would be useful to both the bots and your visitors.

A word of caution

Choosing keywords is almost a science that’s still being analyzed today and there are always changes being made. Getting the most out of the tools that are available is of paramount importance. Google’s free Keyword Tool is a good place to take your analysis one step further. When you type in your keyword, you can see how many times a search term has been used geographically and periodically.

Though the Google tool is a good approximation to the popularity of the natural search, because, for various reasons these are likely to be related.

Conclusion

Finally, there is zero benefit to have web pages with little content. Readers always want more information on the topic that they are searching for. Large content provide you more opportunities to include your phrases and keywords. As an example, if you have 10 keywords to include it’s much easier to do this by the document with minimum 2000 words than a couple of hundred.

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