... only as a "word".
The reality is not the case. We must judge keywords based on the intent of the seeker.
Not all keywords have the same value.
In this chapter, we will learn to value keywords based on search intent.
This is the first chapter in the keyword research guide series
Search intent is defined as what the intent or purpose of the search is done.
Example…
... there are people who do searches on Google with the following keywords:
"Asus laptop"
"Buy Asus laptop"
"The best Asus laptops under 5 million"
I wonder what search results they expect for each of these keywords?
Try to imagine.
It's natural like this (the numbers are in the order above):
Want to know the type of laptop from ASUS official web
Want to buy an ASUS laptop
Want to find ASUS laptop recommendation articles based on price
Makes sense right?
By knowing the intent or intent, we can imagine what content the searcher wants.
This is how Google works.
Google understands that people who use the keyword "buy asus laptops" will definitely want to buy, and therefore the product pages of online stores will get top rankings.
While the article content is impossible to get page 1 for these keywords.
What about the first keyword ("Asus laptop")?
Google understands that users need official / trusted information. Therefore, it will be very difficult for new websites to compete on this keyword.
That is search intent.
For more details, we can divide search intent into 4 categories.
Search intent # 1 - Informational
As the name suggests, people who use informational keywords definitely need information quickly.Example:
- "Calorie tempeh"
- "Who is Indonesia's First President?"
- "The value of the american dollar today"
- "how to create a blog"
- "Symptoms of dengue fever"
Therefore, the content that we provide must be in the form of information.
Informational intent is the keyword with the most volume compared to other intents. Therefore, many websites that contain information are scattered on the internet.
But there is something that must be considered.
Google understands that users want to get information quickly.
So often for keywords that are informational, Google has given a direct answer.
Like this:



Because of this feature from Google, people who search on Google do not need to visit any website.
In English keywords, quick answer boxes like this will cause the number of visitors to decrease dramatically than before.
In Indonesia now it is still rare, but in the future it will be more frequent.
So, carefully choose keywords.
Although the volume is high, it is not certain that it can provide many visitors.
Search intent # 2 - Navigational
This type of keyword is usually large in volume, but there is no benefit.Usually because the searcher wants to visit a website directly when conducting a search, therefore other websites will not get visitors.
Example:
- "Garuda Indonesia"
- "Kaskus Lounge"
- "Facebook login"
Those who write these keywords definitely want to go directly to the official website, they just use Google as a means of 'hitching through'.
So, avoid this keyword.
Search intent # 3 - Commercial Investigation
When going to buy a product, especially with high prices, we usually do not just buy it right away.We will search first on Google.
We will read first so we know very well which is the best, buy where, how much, whether there is a promo or not.
This is the keyword commercial investigation.
The keywords we use when we want to learn about certain products / services before buying.
Example:
- "Android phones under 5 million"
- "The price of a Canon D330 camera"
- "English course in Bandung"
- "The best web hosting in Indonesia"
This third type of keyword has the potential to produce buyers.
Even though they might not want to buy right away, at least they are already thinking about it. Our job is to convince them.
If you want to sell products / services, look for as many commercial keyword investigations related to your business.
Then prepare quality and targeted content.
Search intent # 4 - Transactional
This is the highest level.People who do searches on Google using transactional keywords means they are ready to buy a product / service.
Example:
- "Buy batik clothes online"
- "Selling nike futsal shoes"
- "Cheap used iphone"
If you sell products or services, you must have these keywords.
Although the search volume is small, the conversion rate is very large. Compared to informational keywords, large volume but small conversions.
But unfortunately, keyword competition like this is very heavy ...
... especially if you sell popular products. Usually there are already giant ecommerce sites like Lazada, MatahariMall, Zalora, etc.
New websites will find it difficult to defeat the giants.
Therefore, next we will discuss how you should do the strategy.
Understanding keyword strategies
We have already learned 4 types of keywords.There is a large volume but a small value (informational), there is also a small volume but a large value (transactional).
Then which keywords do we use?
Before that, I need to tell you one of the most common mistakes in SEO and online marketing in general:
Focus too much on transactional keywords.
That is, all content on their website pages only target keywords that are transactional in nature. Other keywords are ignored.
Don't do it like that.
As a result:
- Website visitors do not get satisfactory information
- Your website looks suspicious / untrustworthy
- It's hard to get high rankings because the content is thin
Therefore, you must have these 3 types of keywords: informational, commercial investigation, and transactional.
The amount?
It depends.
If you are able to create a lot of content, then informational should be more than commercial investigation and transactional.
If it is not able, then there will be more commercial investigations.
Most important, pay attention to these 2 things:
- Don't create too much content with transactional keywords. Focus on quality, not quantity
- Informational keywords must still be related to the type of product being sold
Something like that.
For more on this topic, please read the guide to creating content that can increase sales.
In the next chapter we will learn how to search for keywords.




















