We cannot stress this enough: keyword research is arguably the most important aspect of an SEO campaign. That said, it’s not enough to simply choose some keywords that are relevant to the products and services that you offer…nor is it enough to focus on search volume or competition; you also need to understand the intent behind those searches.
In this article, we’re going to talk about how understanding keyword intent can help you bolster your conversion rates through your website significantly. Let’s get stuck in!
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What is keyword intent?
Keyword intent is quite simply the purpose of each search made in a search engine (i.e., Google).
For example, if someone types into Google:
- “Search engine optimization” – the likelihood is that they are simply looking for information on SEO.
- “Online marketing costs” – this is a little more generic as there are many different types of online marketing, however, the fact that they are looking at costs means that they are clearly thinking about investing in something…they just don’t quite know what yet.
- “SEO services Sydney” – in this case, they are much more likely looking for an SEO agency in their area.
When you better understand the intention behind the searches, you can position your website or content accordingly.
Especially when working with a smaller marketing budget, you need to make every interaction through your website count!
What are the different types of keyword intent?
There are 4 primary types of keyword intent and they are:
- Commercial: focusing on phrases like “free coupon”, “discount codes”, or “buy now”.
- Informational: focusing on phrases like “how to”, “why does”, or “best way to”.
- Transactional: focusing on phrases like “which is better”, “X Vs. Y”, or “top 10…”.
- Navigational: focusing on phrases like “menu”, “near me”, or “where can I”.
How can understanding keyword intent help bolster your conversion rates?
When you better understand the intention behind your focus keywords, you can live up to expectations when users click on your link and follow through to your website.
For example, if someone is looking for answers to a specific question or set of questions and they come straight through to a product or service page, they might not be satisfied with the result. However, if they end up on a detailed FAQ page that accurately and concisely answers their questions – with well-placed hyperlinks to the relevant products or services, they may be more inclined to continue exploring your website and (hopefully) convert into business.
Understanding search intent is about anticipating needs. It also shows that you better understand your customer and know exactly how to accommodate their needs – as opposed to making assumptions on their behalf and trick them into viewing pages they aren’t quite ready to engage with.
- Keyword intent refers to the purpose of each search on Google, whether they be:o Commercialo Informational
- Understanding keyword intent can help you improve your conversion rates by putting the appropriate information in front of your target audience. Anticipating their needs and delivering on your promises is critical in this.
Of course, this is just one very small aspect (albeit an important one) of your larger search engine optimization requirements. As such, if you want the best results, we recommend investing in professional SEO services.
That way, you can focus on attending to your customers while your chosen SEO firm continues sending more traffic your way!