Episode 16: Keyword research aur search intent
Customer Google par kya type karta hai, uske peeche ka iraada kya hai, aur sahi keywords kaise dhoondhein.
Do log Google par type karte hain. Pehla: “kurti kaise dhoyein”. Doosra: “cotton kurti buy online COD”.
Dono mein “kurti” hai, lekin ek seekhna chahta hai, doosra kharidna. Search ke peeche ka iraada samjho, tabhi sahi jawab doge.
Keyword kya hai?
Woh shabd ya phrase jo log search engine mein type karte hain. SEO aur Google Ads dono ka base.
- Short-tail: “kurti” · bahut search, bahut competition, iraada unclear
- Long-tail: “cotton kurti for office wear under 1000” · kam search, kam competition, iraada saaf
Chhote brand ke liye long-tail mein jeetna aasaan aur zyada profitable.
Search intent ke 4 types
| Intent | User chahta hai | Example | Content |
|---|---|---|---|
| Informational | Jaankari | “cotton kurti kaise dhoyein” | Blog, guide |
| Navigational | Kisi specific site par jaana | “stylestreet kurti” | Home/brand page |
| Commercial | Compare karna | “best cotton kurti brands for office” | Comparison, buying guide |
| Transactional | Kharidna | “buy cotton kurti online COD” | Product/collection page |
Keywords kaise dhoondhein
- Google autocomplete: “cotton kurti for…” type karo, suggestions dekho
- People also ask aur related searches (results page ke neeche)
- Google Keyword Planner (Google Ads account mein free): search volume ki range
- Google Search Console: website live hone ke baad, log kis search se aa rahe hain
- Customer ki bhasha: DMs aur reviews (Chapter 4 ka “comments goldmine”)
- Paid tools (Ahrefs, Semrush): bade level par
Keyword kaise chunein: 3 filters
- Relevance: kya StyleStreet sach mein iska best jawab hai?
- Intent: kya iraada hamare goal se match karta hai?
- Difficulty: pehle page par kaun hai? Agar sab Myntra/Amazon jaise giants hain, toh mushkil. Chhote blogs aur stores hain, toh mauka hai.
Search volume kam ho toh keyword bekaar?
Nahi. “cotton kurti for office jaipur” par mahine mein shayad kam searches hon, lekin jo search kar raha hai woh bilkul aapka customer hai. 10 aise keywords milke achha traffic dete hain, aur conversion bhi zyada.
Keyword mapping: har page ka ek main keyword
Ek page = ek main keyword + uske related keywords. Do pages ek hi keyword ke liye compete na karein.
| Page | Main keyword | Intent |
|---|---|---|
| /office-kurtis | cotton office kurti | Transactional |
| /size-guide | kurti size chart women | Informational |
| /blog/kurti-wash-guide | cotton kurti kaise dhoyein | Informational |
| /blog/office-kurti-styling | office kurti styling ideas | Commercial |
StyleStreet ki real problem
StyleStreet website par “kurti” ke liye rank karna chahti thi
Neha ne socha home page par “kurti” 50 baar likh dun toh Google mein pehle aa jaungi. Lekin “kurti” par pehle page par sirf bade marketplaces hain.
Plus, “kurti” search karne wale kai log design dekh rahe hain, kharid nahi rahe. Galat lada, galat maidaan.
Practical example: StyleStreet ki keyword list (pehla draft)
| Keyword | Intent | Difficulty (andaza) | Page |
|---|---|---|---|
| cotton kurti for office | Transactional | Medium | /office-kurtis |
| office wear kurti under 1000 | Transactional | Medium | /office-kurtis |
| cotton kurti shrink after wash | Informational | Low | Blog: wash guide |
| kurti length for short height | Informational | Low | Blog: length guide |
| jaipuri cotton kurti online | Transactional | Medium | /jaipuri-prints |
Notice: blog keywords Priya ke objections se aaye (Chapter 3). Jo dar customer ko hai, wahi woh Google karti hai.
Aapka mission: Keyword research karo
StyleStreet (ya apne kisi business) ke liye:
- Autocomplete se 20 keyword ideas collect karo
- Har ek ka intent likho (I/N/C/T)
- DMs/reviews se 5 phrases nikaalo jo customer khud bolta hai
- 3 filters lagakar top 10 chuno
- Keyword map banao: har page ka main keyword
- 3 blog topics decide karo jo objections ka jawab dein
Quiz
-
“buy cotton kurti online COD” ka intent?
- A. Informational
- B. Navigational
- C. Commercial
- D. Transactional
Answer dekho
Sahi jawab: D. Transactional
User kharidne ke liye ready hai.
-
Chhote brand ke liye kaunse keywords better?
- A. Short-tail (“kurti”)
- B. Long-tail, specific
- C. Brand names of competitors
- D. Random
Answer dekho
Sahi jawab: B. Long-tail, specific
Kam competition, saaf intent, achha conversion.
-
“cotton kurti kaise dhoyein” ke liye kaunsa page?
- A. Product page
- B. Blog/guide
- C. Cart page
- D. Contact page
Answer dekho
Sahi jawab: B. Blog/guide
Informational search ko jaankari chahiye, product page nahi.
-
Keyword mapping ka main rule?
- A. Har page par saare keywords
- B. Ek page, ek main keyword; pages aapas mein compete na karein
- C. Sirf home page optimize
- D. Keywords chhupa ke likho
Answer dekho
Sahi jawab: B. Ek page, ek main keyword; pages aapas mein compete na karein
Saaf mapping se Google ko samajh aata hai kaunsa page kis cheez ka jawab hai.
Client project mein output
Project file mein ab Keyword Map:
- 20 ideas → top 10 keywords
- Intent labels
- Page-wise mapping
- 3 objection-based blog topics
Golden rule: Keyword nahi, iraada samjho. Jo customer dhoondh raha hai, uska sabse achha jawab bano, aur chhote, saaf searches se shuru karo.