You want to make the content of your website accessible to as many potential customers as possible – and for this, the selection of keywords is important, as is good, informative content. What provides added value to the visitor is shared, recommended, and visited again. There are no “right” keywords as such to achieve this goal – because keyword research depends on various factors. You want to know what your target group is looking for. At the same time, you naturally also want to work with keywords that drive traffic to your website and ultimately increase your sales through conversions.
The search terms that matter can be divided into various categories. These categories are not exclusive. They overlap and are often very similar in their function. Nevertheless, you should be familiar with the most important terms from the world of keyword strategies and content marketing. A reputable agency can explain other aspects of keyword and content marketing with regard to your website and show you the possible applications.
Short Tail- and Long Tail-Keywords
Short-tail keywords are short search terms. They consist of one or two words at most. The probability of their occurrence is therefore much higher than with so-called long-tail keywords. The longer entries, consisting of three or more words, are more specific and therefore less common in percentage terms. However, they prove to be more effective when it comes to ranking and traffic.
Navigational Keywords
This is the term used to describe the entry of terms that are already known - such as brand names or company names. In this case, the user already knows what he is looking for, he just wants to shorten the navigation to the desired website.
Commercial Keywords
Commercial keywords are those that are primarily used for paid advertising, for example in Google Adwords strategies. How effective a commercial keyword is depends on the positioning of the company. You can see to what extent a keyword has already been commercialized by looking at the search results that Google provides for this term.
Transactional Keywords
The last group is tailored to the purchase intent - it contains keywords in which terms such as "buy" or "subscribe" play an important role. Such keyword groups are usually very specific, such as "buy blue yoga mat". Thanks to previous searches, the customer already knows what he wants - now it's a question of where he can find what he's looking for.
