There is a lot of mystery around Search Engine Optimization (SEO), and the fancy terminology and technobabble used to describe it don’t help. Today, we will define and simplify one of the most important principles of SEO that so many people get wrong, which undermines their entire digital marketing strategy.
First, let’s define a keyword. When someone searches on Google, Instagram, Facebook, or your website, they type in a word or a phrase that specifies what they are looking for. That word or phrase is a keyword (sometimes referred to as a keyword phrase or search term).
A keyword is the catalyst for a search and helps us understand a potential customer’s psychology, desires, needs, and place in their buying cycle.
Keywords can be categorized into navigational, informational, and commercial.
Navigational keywords are meant to help someone find something they’re looking for, like a website, a page on a website, or even a phone number for a company. These reflect a searcher who is already familiar with a brand. They might be red hot at the bottom of your sales funnel or an established customer already.
Informational keywords reflect someone looking for an answer to a problem. Congratulations, you have someone mid-sales funnel, and you can prove to them you are knowledgeable, helpful, and friendly and even pitch your product or service as a remedy to their problem. These are typically questions and work great on blog posts, video content, and FAQs.
Commercial keywords reflect a buying intent. This is the holy grail of search because it means someone wants to buy something. They’re at the bottom of the funnel and looking to buy, and now all you need to do is convince them to buy from you.
These keywords are great for product and service pages. Let people looking to buy land right where they can do just that, and you’ll see higher conversion rates.
About Rook Digital
Rook Digital is a proudly American, anti-charlatan digital marketing agency built on transparency, strategy, and results. With over $746 million in revenue driven and a more than 95% retention rate, Rook helps businesses dominate their industries through custom strategies, clear education, and zero-BS execution.
As a trusted referral partner of The Coast News, Rook works alongside local advertisers to provide honest, effective digital marketing support tailored to North County’s unique business landscape.
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