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Histoire de vie réelle

Before you write a single piece of content or build a single link, you must understand the words and phrases your potential customers are using to find solutions to their problems. This is the art of keyword research.

1. What is a Keyword?

A keyword is the term, phrase, or query that a person types into a search engine. They are the voice of your customer. But a keyword is more than just a search term; it reflects a person's search intent.

Search Intent is the "why" behind a search query. Understanding intent is more important than the keyword itself because it tells you what the user hopes to achieve. There are four main types of search intent:

01 Informational:

The user is looking for information or answers to a question. They are in the research phase and aren't ready to buy yet.

Examples: "how to fix a leaky faucet," "best workout for beginners," "what is SEO."

02 Navigational:

The user wants to find a specific website or brand. They already know what they want and are just using the search engine to get there.

Examples: "Nike," "Amazon login," "LinkedIn jobs."

03 Commercial Investigation:

The user is researching products or services before making a purchase. They are comparing options and looking for reviews.

Examples: "best running shoes for men," "SEO tool comparison," "iPhone 15 vs. Samsung S23."

04 Transactional:

The user is ready to buy or take a specific action. This is a high-intent search.

Examples: "buy leather jacket online," "download free ebook," "cheap flights to Paris."

Your goal is to align your content with the user’s intent. If a user is in the informational stage, you should provide an educational blog post, not a product page. If they are in the transactional stage, you should offer a clear path to purchase.

2. Why Keywords Are the Foundation of SEO

Targeting the right keywords is crucial for two main reasons:

01 Attracting Qualified Traffic:

When you align your content with user intent, you attract visitors who are actually interested in what you offer. This leads to higher conversion rates and a stronger ROI.

02 Structuring Your Content:

Keyword research helps you build a logical content strategy. You’ll know exactly what topics to write about and how to organize them to provide the most value.

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Histoire de vie réelle

1. What is a Keyword?

01

Informational: The user is looking for information or answers to a question. They are in the research phase and aren't ready to buy yet.

Examples: "how to fix a leaky faucet," "best workout for beginners," "what is SEO."

02

Navigational: The user wants to find a specific website or brand. They already know what they want and are just using the search engine to get there.

Examples: "Nike," "Amazon login," "LinkedIn jobs."

03

Commercial Investigation: The user is researching products or services before making a purchase. They are comparing options and looking for reviews.

Examples: "best running shoes for men," "SEO tool comparison," "iPhone 15 vs. Samsung S23."

04

Transactional: The user is ready to buy or take a specific action. This is a high-intent search.

Examples: "buy leather jacket online," "download free ebook," "cheap flights to Paris."

2. Why Keywords Are the Foundation of SEO

01

Attracting Qualified Traffic: When you align your content with user intent, you attract visitors who are actually interested in what you offer. This leads to higher conversion rates and a stronger ROI.

02

Structuring Your Content: Keyword research helps you build a logical content strategy. You’ll know exactly what topics to write about and how to organize them to provide the most value.

Informational:

The user is looking for information or answers to a question. They are in the research phase and aren't ready to buy yet.

Navigational:

The user wants to find a specific website or brand. They already know what they want and are just using the search engine to get there.

Commercial Investigation:

The user is researching products or services before making a purchase. They are comparing options and looking for reviews.

Transactional:

The user is ready to buy or take a specific action. This is a high-intent search.

Attracting Qualified Traffic:

When you align your content with user intent, you attract visitors who are actually interested in what you offer. This leads to higher conversion rates and a stronger ROI.

Structuring Your Content:

Keyword research helps you build a logical content strategy. You’ll know exactly what topics to write about and how to organize them to provide the most value.