Optimizing your content is one of the best ways to boost your organic search rankings and make it easier for potential customers and clients to find you. So to be effective, your content needs to inform and educate your visitors while helping them find you.
Keyword research is a vital component of any successful SEO strategy. Understanding the difference between informational and transactional keywords is crucial for targeting the right audience and driving relevant traffic to your website.
In this article, we’ll provide you with a comprehensive guide to effective keyword research, with a specific focus on informational and transactional keywords.
Informational Keywords
Informational keywords are search terms people use when seeking information, answers, or solutions to their queries. These keywords indicate that the user is looking for educational or informative content rather than intending to make a purchase.
Informational searches often begin with who, what, when, where, why, and how.
Let’s use someone searching for information about plumbing as an example. They won’t necessarily be searching for a plumber, but they will be searching for information such as:
- How do I stop a leaking faucet?
- When should I have my plumbing inspected?
- Why do I need to upgrade my water heater?
Informational searches also tend to be framed as questions. They make for good blog and video topics, as well as FAQs on a website.
Targeting informational keywords in your content can help you build brand awareness, establish expertise, and attract potential customers who may convert down the line.
Some key advantages of targeting informational keywords include:
- Establish yourself as an industry authority. By creating high-quality content that addresses users’ informational needs, you can establish your brand as an authority in your industry. This can lead to increased credibility and trust among your target audience.
- Create potential for long-term traffic. Informational content tends to have a longer shelf life compared to transactional content. If you create valuable, evergreen resources that answer common questions or provide comprehensive guides, these pieces can continue to attract traffic over an extended period.
- Have opportunities for future conversions. While informational keywords may not bring immediate conversions, they provide an opportunity to engage with potential customers. By nurturing these leads with valuable information, you can potentially convert them into paying customers.
Transactional Keywords
Transactional keywords are search terms that indicate a user’s intent to make a purchase or take a specific action. These keywords generally include phrases such as “buy,” “order,” or “best price.”
Many transactional keywords involve specific services in specific areas. Using plumbing again as an example, people may search for:
- Washington DC plumber
- Plumber in Mount Vernon VA
- Plumber Cleveland Park Washington DC
Keywords containing a location (GEO keywords) can be competitive, especially in a competitive market. In such cases, consider targeting small, local areas rather than larger cities. The more competition there is for keywords, the more difficult it will be to get organic visibility for them.
Transactional keywords are best used on service, about, and location pages. They allow you to capture high-intent users who are closer to making a purchasing decision.
Some advantages of targeting transactional keywords include:
- Higher conversion rates. When users are actively searching for products or services, targeting transactional keywords allows you to meet their needs and capture their business at a point when they are most likely to convert.
- Increased potential for revenue. By optimizing your website and content for transactional keywords, you can attract users who are ready to make a purchase, leading to increased sales and revenue.
- Opportunity for specific targeting. Transactional keywords often indicate user preferences and specific requirements. By incorporating these keywords into your content and product descriptions, you can better target and serve your customers.
Finding the Right Balance Between Transactional and Informational Keywords
Balancing informational and transactional keywords is crucial for a comprehensive SEO strategy. Ideally, you should have a mix of both types of optimized content to cater to users at different stages of the buyer’s journey.
Begin by identifying your target audience and understanding their pain points, questions, and buying behaviors. Conduct thorough keyword research to find a combination of informational and transactional keywords relevant to your industry or niche.
Once you have a list of informational and transactional keywords relevant to your business, it’s time to implement them strategically. Use informational keywords in well-researched blog posts, videos, tutorials, or guides that address these questions. Use transactional keywords on product pages, service descriptions, about pages, and location pages.
Remember to regularly monitor and analyze the performance of your targeted keywords. Adjust your strategy based on key metrics such as organic traffic, conversion rates, and keyword rankings.
Start Optimizing Your Content With the Right Strategy
Effective keyword research is critical for driving relevant traffic to your website, and informational and transactional keywords allow you to create a content strategy that caters to users at various stages of the buyer’s journey. Are you ready to start optimizing your content with the right strategy? Contact Gazz Digital today to learn more!
