Main, Primary and Secondary Keyword

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Our keyword research is still too close to data analysis and far, far away from people.

If it is true that a large part of our query-type is composed of a consistent implicit part, then we cannot limit ourselves to studying the words with a more or less careful eye, but we must put into play tools that allow us to understand who is behind a certain search and with what intent.

For the second problem, a fairly well-known keyword classification comes to our aid – and has been used for years by Google quality raters – which sees a subdivision into three main “classes” of keywords:

Transactional – i.e. those queries behind which there is a marked intention to purchase. The search “Salomon Sense Mantra 3” comes to mind, which I now do every 3 months to renew my exhausted trail shoes, then clicking on the result with the best price, presented in the Shopping ads;

Navigational – i.e. queries behind which there is paraguay phone number the desire to reach a certain site or a certain page. The classic “Facebook Login” is explanatory;

Informational – queries performed to obtain information related to the subject of the query. In 99% of cases the answer is Salvatore Aranzulla or Giallozafferano.

The particularly “fun” thing is that a keyword is not necessarily linked to just one category.

There are some cases where the query “iPhone 6” is markedly transactional, others where it is navigational, and still others where it is informational.

For our keyword analysis it is important to understand what type of users we want to intercept and if Google interprets the queries in a certain way.