What are Organic Keywords and why do they matter?
Organic keywords are terms your potential client search in Google to find your services.
Whenever someone uses Google or any other search engine like Bing or Microsoft Edge, they are attempting to solve a problem or answer a question. The language used in the client's search is extremely important to Google's algorithm. The goal of the search engine is to provide a solution or answer to the searcher's problem. If a potential client searches for "lawn care" or "local realtor" Google will show websites to the user that Google knows are most likely to help them. The client types keywords into Google to which Google returns the best websites that use that keyword. Google recommending your website means that they know that you and your company effectively solve the problems of searchers.
How do I know which keywords to rank for?
4 categories encompass the intentions of the client's search: informational, navigational, transactional, and commercial. Each is important for its own reasons as each provides value to your potential new clients.
Searches for a specific product or service such as "toothbrush buy" or "restaurant delivery near me" are keywords that are considered transactional. They are the strongest keywords for e-commerce websites (online stores) as the customer already has their card out and is ready to make a purchase.
Examples of commercial keywords are "coffee shop reviews" and "liability vs full coverage car insurance", these searches show an intent to buy but the customer is weighing their options and educating themselves on their future purchase. Similar to transactional keywords, they are high-value search terms that are worth targeting in your marketing campaign.
"Where is Modern Age Marketing" and "Modern Age Marketing SEO Blogs" are both great examples of navigational searches, the client is aware of the company and is attempting to find information or reach a specific location (physical or digital). It is important that the right pages on your website use keywords that describe that page. If your search "Modern Age Marketing Blog" sent you to our About page, that would not be very helpful.
Lastly and usually the most wrongfully overlooked is informational keywords. Examples of these are "what is SEO" and "how to tie a knot", these are requests for information. These keywords have the most traffic and the lowest conversion rate but are fantastic for bringing brand awareness and educating potential new customers. If a potential client reads your blog about how to mix paint, fix a hurt tooth, or buy a home, and finds it valuable, there is a great chance that they are going to explore your website further and contact you for your services.
Why Keyword Intention Matters
It is important to be cognizant of what keywords you are advertising on each page of your website. Keywords are the mechanism that Google uses to recommend what content from your website to show potential clients. Taking advantage of your keywords is one of the first steps to having a successful SEO campaign that continues to bring in numerous clients.