How to research keywords: full details and examples

Keyword research is a fundamental aspect of SEO and digital marketing, involving the identification and analysis of words and phrases that people use to search for information, products, or services online. These keywords can be categorized into four main types: informational, navigational, transactional, and commercial.

1. Informational Keywords

Definition: Informational keywords are used by users seeking information or answers to questions. These keywords often indicate that the user is in the research phase and looking for knowledge or insights.

Examples:

• “How to bake a cake”
• “What is blockchain technology”
• “Benefits of meditation”

Research Steps:

1. Identify Broad Topics: Think about the broad topics related to your niche.
2. Use Keyword Research Tools: Tools like Google Keyword Planner, Ahrefs, SEMrush, and Ubersuggest can help you find informational keywords.
3. Analyze Search Intent: Ensure that the keywords reflect a need for information rather than a product or service.

Example Process:

• Broad Topic: "Digital Marketing"
• Informational Keywords: “What is digital marketing”, “How to start with digital marketing”, “Digital marketing strategies for beginners”

2. Navigational Keywords

Definition: Navigational keywords are used by users intending to find a specific website or web page. These keywords often include brand names or specific website names.

Examples:

• “Facebook login”
• “YouTube”
• “New York Times homepage”

Research Steps:

1. Identify Popular Brands and Websites: Consider the brands or websites commonly searched in your industry.
2. Check Autocomplete Suggestions: Use Google’s autocomplete feature to see what navigational searches are popular.
3. Analyze Competitors: Look at the brands and websites your competitors are targeting.

Example Process:

• Popular Brand: "Amazon"
• Navigational Keywords: “Amazon Prime login”, “Amazon customer service”, “Amazon deals”

3. Transactional Keywords

Definition: Transactional keywords indicate that the user is ready to make a purchase or take a specific action. These keywords often include terms like "buy," "discount," "deal," and "purchase."

Examples:

• “Buy iPhone 13”
• “Discount shoes online”
• “Order pizza delivery”

Research Steps:

1. Identify Products/Services: Focus on the specific products or services you offer.
2. Use Keyword Modifiers: Incorporate buying signals such as “buy,” “discount,” “coupon,” etc.
3. Leverage PPC Tools: Tools like Google Ads can provide insights into high-converting transactional keywords.

Example Process:

• Product: "Laptops"
• Transactional Keywords: “Buy laptops online”, “Cheap laptops for sale”, “Best laptop deals”

4. Commercial Keywords

Definition: Commercial keywords are used by users who are in the consideration phase, comparing products or looking for reviews before making a purchase decision.

Examples:

• “Best smartphone 2024”
• “Nike vs Adidas”
• “iPhone 13 review”

Research Steps:

1. Focus on Comparisons and Reviews: Look for keywords that involve comparisons, reviews, and best-of lists.
2. Check Online Marketplaces: Explore keywords used in Amazon, eBay, and other marketplaces.
3. Analyze Competitor Keywords: Identify the keywords your competitors are using for product comparisons and reviews.

Example Process:

• Product Category: "Smartphones"
• Commercial Keywords: “Best smartphones 2024”, “iPhone 13 vs Samsung Galaxy S21”, “Top 10 smartphones”

Tools for Keyword Research

1. Google Keyword Planner: Useful for finding keyword ideas and search volume.
2. Ahrefs: Provides comprehensive keyword analysis, including difficulty and click potential.
3. SEMrush: Offers insights into keyword trends, competition, and difficulty.
4. Ubersuggest: A free tool for finding keyword ideas and related search terms.
5. AnswerThePublic: Great for uncovering questions and topics related to your keywords.

Putting It All Together

Example Scenario: Suppose you have an online store selling fitness equipment.

1. Informational Keywords: “How to use resistance bands”, “Benefits of yoga mats”
2. Navigational Keywords: “Peloton website”, “Fitbit official site”
3. Transactional Keywords: “Buy dumbbells online”, “Discount treadmill”
4. Commercial Keywords: “Best home gym equipment”, “NordicTrack vs Peloton”

By categorizing your keywords into these types, you can create targeted content and marketing strategies that align with the different stages of the buyer’s journey, ultimately driving more traffic and conversions to your site.