SEO Tips - Keyword Research

One thing a lot of bloggers don’t understand is how to properly use SEO also known as Search Engine Optimization. Jordankasteler.com, an SEO guru breaks down the proper way to use SEO to your benefit.

When conducting keyword research for a client it is common for an SEO (or even a general business owner) to turn to a keyword research tool and start looking up search volumes on keyphrases that come to mind. Some may take it a step further and actually evaluate the keyword effectiveness index (KEI) of each keyphrase to determine the competitiveness and feasibility of a term. All too often those two metrics, search volume and KEI, are all the consideration an SEO might take into accountability before making final judgements.

It’s important to take a step back and look at the big picture when conducting keyword research for a search engine optimization campaign. Optimizing a Website for a keyphrase nobody is looking for is obviously something you want to avoid but optimizing a Website for a keyphrase that is irrelevant to your content and/or business model is something often overlooked.

TYPES OF SEARCH QUERIES

The intent of the searcher is imperative to understand when conducting keyword research. Knowing the intent of the search queries that people are finding your content through will allow you to adjust your content, semantic structure, and call-to-action to fit your users needs.

There are three main types of search queries:

Informational - People researching information for a purchase or for general research.

Transactional - People searching with intent to take some form of action likely in the form of commerce.

Navigational - People searching for a particular site or brand.