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Transactional and informational keywords: how to use them

Transactional and informational keywords

Not all keywords are the same, but all are important in order to define the user’s search intent and, consequently, optimize the website in the best way, to increase its visibility on the internet.

When a user searches on Google, or on other search engines, he must use keywords – also known as keywords – made up of one or more words to which the search should be addressed.

Transactional and informational keywords

For example, a user could search for news, or service, an asset, or a specific article of a certain site. The keywords can be of different types and are distinguished according to the search intent in navigational, informational and transactional.

The keywords in question are different from each other and recognizing them helps to make the best use of them, according to the user’s research intention, to optimize the website from the SEO point of view. But what are the differences between the various keywords?

Let’s try to see them schematically:

Navigation keywords

These are keywords that specifically indicate the website on which the desired article is located. Those looking for a keyword combined with the site name or domain are doing a specific search to access the corresponding website. The same is true in the case of keywords that contain the name of a specific brand or business, and in general of a website. The keywords are introduced in this case by users who know exactly what they are looking for, and who want a certain result or are at a certain point in the purchase process.

The informational keywords 

This type of keyword instead is sought by people who are looking for information or insights or news. In general, it is the initial phase of the purchase process, when looking for more information about the product, such as “what are the best running shoes”. 

In this phase, what the user is looking for is the information: the information websites, therefore, are based precisely on the informational keywords. Post-purchase searches can also be included in these keywords: for example, after buying running shoes, you can search for “how to wash running shoes”.

In general, informational keywords are those that are used to index blogs and information sites in general: they can be very useful.

Transactional keywords 

It’s about keywords that are sought after by people who want to buy a service or product. For example, keywords of this type are “Milan hotel weekend” or “interpreter course” or “plumber in Turin“. These keywords reflect a certain phase of the purchase process, that is, a subject who has already obtained enough information about an object/service and who is now ready to compare prices. 

It is no coincidence that often in the transactional keywords there are also the words “cost/price” and also “low cost / economic” and other similar terms. When you index a site based on these keywords you obviously have to try to facilitate the purchase by the customer or the booking of the service. Putting the price insight and the descriptions of the products they sell is equally useful and welcome.

Address using keywords

All keywords can be used to direct a website: basically, navigation keywords are those to start with if you have a site of a well-known company. But even informational keywords are really useful in indexing a website especially for generalist sites and for bloggers who have informative content.

The best solution, if possible, is to distinguish a site in three macro areas, each indexed with one of the three types of keywords. In this way the service is truly complete: by working with a vast complex of keywords, the horizons of the site are broadened and the chances of being better indexed on the web can be increased.