Optimising Keyword While Considering Search Intent
People use search engines with different goals in mind. While some are looking for information, others might be searching for specific products or services. User intent is what a user might be looking for when they use a search engine. It looks into how and why users perform search queries and use this to formulate the appropriate keywords. For your business, this indicates the need to show users the right content to improve your revenue and conversion rates. But, understanding user intent is just half the battle. You need to determine what possible customers are searching for and how to target them. Working with a search engine optimisation or SEO agency might be your best bet to get the job done right.
Kinds of Search Queries
It usually takes 6-8 touch points with a brand before a customer makes a purchase. Thus, your brand must be prepared to interact with your target audience at each stage of the buying cycle. With search, the kind of intent will depend on the stage of the buying cycle the searcher is in.
User intent is classed into the following:
- This is the search terms with the intent of browsing through different products, brands, and websites without making a purchase.
- This refers to search queries with the intent to find e-commerce websites and buy a product online.
- This refers to the intent of searching for a certain website by directly entering their names.
- This refers to search queries with the intent to find and gather information.
Optimising Keyword Research with User Intent in Mind
The arrival of voice search indicates that traditional keyword research might no longer be an effective strategy in the near future. This makes it important to diversify your strategies and try new methods.
- Using long- tail keywords. Typically, SEOs look for the most popular keywords in their industry or business niche and try to rank for them. They have been focused on high search volume keywords, low-difficulty keywords. Unfortunately, these keywords do not capture what searchers are typing into the Google search bar. However, long-tail keywords do. While long-tail keywords may have lower search volume and lower competition, they are highly targeted search phrases that serve user intent. Being driven by user intent makes it possible for these keywords to rank highly in search results. Additionally, these keywords can greatly help improve conversation rates.
- Using the latest semantic indexing (LMS) keywords. These semantic keywords relate to the main keyword; however, with context. A lot of SEO experts include semantic keywords in their SEO strategy to improve the amount of site traffic and the quality of the traffic.
Keeping search intent in mind when doing keyword research can go a long way in improving your ability to target various kinds of search terms. You can do this by separating your target keyword according to intent. Focusing on a mix of intents from the get-go will let you lay the basis from which you can build your optimisation strategy.