4 Search Intent You Must Understand to Determine the Value of a Keyword

So far we have considered all the keywords the same …

… just as a “word”.

The reality is not so. We must rate the keyword based on the intent of its search.

Not all keywords have the same value.

There are keywords that are searched by many people, but not at all useful. There are also keywords that have little volume, but the value is high.

In this chapter, we will learn to rate keywords based on search intent.

This is the first chapter of the keyword research guide series

Search intent is defined as “intent” or “destination” of search.


… there are people who search on Google with the following keywords:

“Laptop asus”
“Buy laptop asus”
“Best asus laptop under $ 500”

Approximately what search results do they expect for each of those keywords?

Try to imagine.

Naturally like this (number based on the order above):

People Want to know what kind of laptop from the official ASUS web site
People Want to buy ASUS laptops
People Want to search ASUS laptop recommendation articles based on price

It makes sense right?

By knowing the intent or intent, we can imagine what content wanted by the searcher.

This is how Google works.

Google understands that people who use the keyword “buy laptop asus” will want to buy, then the product pages from online stores will get top rankings.

While article content is impossible to get page 1 for the keyword.

What about the first keyword (“laptop asus”)?

Google understands that users need official / trusted information. Therefore, it will be very difficult for new websites to compete in this keyword.

That’s the search intent.

More details, we can for the search intent into 4 categories.

Search intent # 1 – Informational

As the name implies, people who use keyword informational need information quickly.


“The value of the american dollar today”
“how to create a blog”
“Symptoms of dengue fever”

Therefore, the content we provide must be information.

Informational intent is the most volume of keywords compared to other intent. Therefore, websites that contain much information are scattered on the internet.

But there is something to watch out for.

Google understands that users want to get information quickly.

So often for keywords that are informational, Google has provided the answer directly.

Like this:

This is a quick answer box.

Because of this feature, people who search on Google do not need to visit any website.

Quick answer box like this will cause the number of visitors to drop dramatically than before.

So, carefully choose keywords.

Despite the high volume, but not sure it can provide many visitors.

Search intent # 2 – Navigational

This type of keywords are usually large volume, but there is no benefit.

Usually because the searcher wants to directly visit a website when doing a search, therefore the other website will not get visitors.


“Login facebook”

Those who write these keywords would want to go directly to the official website, they just use Google as a means of ‘passing through’.

So, avoid these keywords.

Search intent # 3 – Commercial Investigation

When people will buy a product, let alone a high price, usually people do not immediately buy it.

People will search first on Google.

They will read it first to know exactly which is the best, buy where, how many, whether there is a promo or not.

This is the commercial investigation keyword.

Keywords people use when wanting to learn about a particular product / service before buying.


“Canon d330 price”
“Best web hosting in New York”

This third type of keyword has the potential to generate buyers.

Although they may not want to buy immediately right away, but at least they’ve been thinking. Our task is to convince them.

If you want to sell your product / service, look for as many commercial investigation keywords related to your business.

Then create quality and targeted content.

Search intent # 4 – Transactional

This is the highest level of keyword.

People who do a search on Google using transactional keyword means they already ready to buy a product / service.


“Buy an online t-shirt”
“Selling nike shoes”
“Cheap used iphone”

If you sell a product or service, you must have this keyword.

Although the search volume is small, but the conversion rate is very large. Compared with keyword informational, large volume but small conversion.

But unfortunately, the competition of keywords like this is very hard …

… especially if you are selling popular products. Usually there are already giant ecommerce sites like amazon, ebay, rakuten etc.

New websites will find it hard to beat these giants.

Therefore, next we will discuss how the strategy you should do.

Understanding Keyword Strategy

We’ve learned 4 types of keywords.

There are large volumes but the value is small (informational), there is also a small volume but the value is large (transactional).

Then which keywords do we use?

Before that, I need to tell you 1 of the most common mistakes in SEO and online marketing in general:

Too focused on transactional keywords.

That is, all the content on their website page only targeting keywords that are transactional. Other keywords are ignored.

Do not do it that way.

As a result:

Website visitors do not get satisfactory information
Your website looks suspicious / unreliable
It’s hard to rank highly because the content is thin

Therefore, you must have three types of keywords earlier: informational, commercial investigation, and transactional.

The amount?

It depends.

If you can make a lot of content, then it should be more informational than commercial investigation and transactional.

If not able, then commercial investigation more.

Most importantly, consider these two things:

1.  Do not create too much content with transactional keywords. Focus on quality, not quantity
Informational keywords must still be related to the type of product being sold

Ok, that’s all our blog today. Hope this article is useful for you.

Leave a Comment