Which keywords to choose

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An important issue to address, for the success of your keyword research, refers to the differences between the various keywords , which vary depending on the purpose for which they are used . In fact, we have:

informational keywords which, in fact, provide information about a specific topic and represent the vast majority of keywords typed;

navigational keywords , which are used to peru cell phone number list lead users to a specific site or web page , but they do not remember the exact address. For example, if you want to know what the weather will be like in Milan by consulting the 3BMeteo forecasts, you just need to click “3BMeteo Milan” to be automatically directed to the page you are interested in;

transactional keywords , that is, those keywords with a clearly commercial intent , designed to speed up the conversion process , such as the keyphrase “food for overweight sterilized cats” that we previously proposed.

To make the right choices it is therefore important to know the search intent on which we have to work.

Search intent refers to the main reason why a user searches on a search engine . It goes without saying, therefore, that understanding it is crucial to choosing the right keywords and providing relevant content that meets the needs of users. Search intent can be classified mainly into four categories:

Informational : You are looking for information on a specific topic, such as “saffron risotto recipe.” The goal is to gain knowledge or answers to specific questions;
Navigational : Users are trying to reach a specific website or page that they know exists but not the exact URL. For example, they search for “XXXX Work With Us”;
Transactional : Users are intent on taking a specific action, such as purchasing insurance online. Transactional keywords often include terms such as “buy,” “prices,” etc.;
Local navigation : focuses on finding local information, such as “ATM near me”, “electrician Milan”, etc…
As you can see for yourself, therefore, knowing what keyword research is is absolutely not enough: above all, you need to know how to do it , especially since Google is evolving more and more towards natural language , making this process even more complicated.