Understanding Types of Key Phrase Research

Looking at Types of Key Phrase Research Fundamental phrase research is an essential aspect of SEO. Typically, people will do […]

Posted on Jun 20, 2024
Key Phrase Research

Looking at Types of Key Phrase Research

Fundamental phrase research is an essential aspect of SEO. Typically, people will do some basic research on popular phrases and use those for their websites. However, it’s not always the best idea to find keywords and put them into your website without any more thought than that.

Here is an overview of several types of essential phrase research, including the main three, navigational, informational, and transactional searches.


Navigational phrases refer to those that are used to find a specific web page.
If you have been on the internet for any length of time, then it is likely that you’ve heard of Google’s auto-complete function. This feature provides users with suggestions as they begin typing their search terms into the search bar and is often very helpful in narrowing down what people are looking for online.

A key phrase can be considered navigational if it appears frequently enough in searches using this tool. In addition, the more specific your phrase is, the better chance of appearing prominently within these results pages (or SERPs). For instance, “how to make an omelette” would differ from “how to make a mushroom omelette.” Therefore, the first phase will likely be more plentiful, while the second is much less common.

Navigational phrases are also crucial for any business that wishes to compete within competitive industries. For example, suppose you’re in a highly saturated market. In that case, it’s challenging to generate organic traffic if your product isn’t unique enough – but these suggestions can help narrow down what people are looking for when they search online. In addition, this allows companies who offer similar products or services as their competitors to rank higher on SERPs because of how specific their keywords are.

Informational Phrases

Informational phrases refer to phrases that contain product or service information. This is the type of phrase a consumer would likely use while researching before making an online purchase. These phrases are often long-tail since people looking for specific information will type in longer queries.


Transactional phrases refer to phrases that direct the user toward a specific action or conversion. For instance, terms like “call now” and “buy this product” is transactional because they explicitly tell users what to do next. As a result, the use of vital transactional phrases can lead to higher conversions and increased revenue for your business.

Transactional keywords: buy, purchase, order online, call now, free trial.

Branded Keywords

This refers to keywords that are associated with your brand. This can help increase the visibility of both paid and organic search results for the website and increase conversions if you use them correctly. Branded keywords should be used throughout the website, including titles tags and meta descriptions.

They also need to appear in the copy on pages within the site; this means they cannot just stay at home in page titles. Make sure user flows through content where branded keywords are mentioned will lead users towards conversion actions like signing up or making a purchase.

Product Keywords

This refers to the type of keywords people use when they are looking to buy a product. These phrases tend to be buyer-oriented, meaning that the searcher is trying to find out information about products or services to make an informed buying decision.

A typical example would be someone who wants to buy new shoes for their son’s birthday and searches for “kids’ sneakers.” This person knows what they need (shoes), but not exactly which kind of shoe they require. They may then search using critical navigational phrases if this one is unable to come up with anything else while shopping online.

Competitor Keywords
This refers to the keywords that your competitors are using on their websites. These keywords can be used to identify which phrases are worth targeting on a specific page.

Competitor Keyword Research Tips:
– Use tools like SEMrush or SpyFu to see what your competitors are ranking for and where they have links from – Use the Google Search Console (formerly Webmaster Tools) to find out how many impressions, clicks, CTR you get on specific pages when keyword X is searched in Google – Use the Google Search Analytics report to see how many impressions, clicks and other metrics you reach on particular pages when specific phrases are searched in Google – Enter your page URLs into SEMrush or SpyFu and compare them against competitor sites.

Benefits of these Phrases

The above phrases have the following benefits:

• Helps with SEO rankings
• Provides a better user experience for users to find what they are looking for
• Increases conversion rates and increases ROI on marketing campaigns.

There are several types of keyword phrases that you can use to optimise your website and blog posts. They help the search engines know what content is on each page, which will lead to more traffic from interested users.

Critical phrase research is an essential part of SEO. When done correctly, it can bring in visitors who find value in your business or organisation’s services or products and potentially turn them into customers.

Ready to Get Started?
Direct Submit is an SEO marketing and digital agency based with offices in Newcastle and Durham. We specialise in ROI-focused digital marketing, bespoke web design & development and digital design.

With a focus on building long-term relationships with our clients, we deliver services including SEO, PPC, content marketing, social media marketing, web design and e-commerce websites.
Call us today on 01207 283878 or visit our SEO Services website. Remember, you’re just one phone call away from starting on the road to SEO success.