- Have you taken the time to determine the value of keywords for your business?
- Have you identified the intent of searchers? Are they looking for a solution to a problem?
- Do you know if they are ready to buy? Are they just browsing?
If you can't answer these questions, do not expect to be able to target the type of keywords that can actually drive qualified traffic to your website.
If you haven't answered these questions you can't expect to be able to target the type of keywords that will actually drive traffic to your website.
This article will help you understand why your keyword intent is so crucial to your content and SEO strategy.
1. User Intent Can Tell You Exactly What Users Want
When determining user intent for your business, you need to look beyond popular search terms or phrases to what people actually type into search engines to find your particular business. We refer to these types of searches as long-tail search terms, for example:
Head term: "spa pools"
Long-tail search term: "4-person spa for sale", "spa pool filters online"
Imagine you were in the business of selling Spa Pools. Your keyword research has led you to find the term "spa" has low competition for search and has around 100,000 searches per month - on the surface it seems like a great opportunity.
However, those people who search for "spa" could be looking searching for a number of different products or services.
- Do they want a weekend away at a day spa?
- Are they searching for a second hand spa pool?
- Perhaps they’re looking for accessories for their current spa pool?
Broad search terms may offer thousands of searches a month, but only a very small fraction of those searches might convert to a click-through, or a sale. A more targeted, long-tail search term like "buy a spa pool Melbourne" or "4-person spa for sale" will deliver users who are more likely to be looking to purchase a spa pool, even though the search volume may be a lot smaller.
Another thing to be aware of is acronyms or common phrases within your industry which may double as a common term for something completely different. Your keyword research may suggest a lucrative amount of search traffic for that term, but when you actually search the term yourself, the results are for something entirely different. An example of this in the marketing industry is EDM, short for Electronic Direct Mail - or email marketing. This is a very commonly used phrase, however when searching this term the majority of results are for Electronic Dance Music (see below). In these cases it pays to add a qualifying word or words to make sure you only get search volume for your actual intended definition
2. Create Better Content Strategies
What matters above all else when it comes to a successful SEO strategy is ensuring that your content appeals to the specific needs of your audience
What is your target market looking for? What type of content can you craft by looking at the long-tail keywords they are searching for? Leverage what you know about user intent to better craft your content strategy and make it even more appealing to your audience.
3. Craft Better Landing Pages
When you understand keyword intent you can craft landing pages that are going to deliver more conversions for you and work harder for you. The more you understand a user's wants, the better you can deliver a landing page to satisfy them.
The shift towards focusing on search intent to give context to your SEO, and improve traffic ‘quality’ as well as quantity is a growing phenomenon. Understanding what their needs, wants and problems are and focusing on developing a search strategy that fulfils those needs can increase your leads, click-through rates, conversion rates and sales.