A lot of effort goes into tracking and predicting keywords search users might choose when looking for specific goods, services, companies, and brands. Staying aware of trending keywords that are relevant to your brand, your company, and your industry is an essential part of any online marketing strategy.
That said, the relative popularity of related keywords is only one aspect of creating a solid strategy for conversions. You also need to delve into the consumer search psychology. You need to understand user intent when typing in keywords and keyword phrases.
When consumers conduct a search, what are they really looking for? What is their end goal? Do they want to buy or merely browse? Are they interested in your brand specifically or are they comparison shopping to find the best products or services? How can knowing this help you to choose the most relevant keywords to drive the results you want?
Understanding consumer intent and how it translates to keywords is crucial to creating a winning strategy that delivers an uptick in conversions. Here are just a few things you need to know to use keyword intent to your advantage.
What’s in a Keyword?
People like to say that words have meaning, and the meaning behind specific word choices in searches can tell you a lot. When people use words like buy, sale, deal, or coupon as part of their search terminology, for example, it could signal an intent to make a purchase now. Or if they use words like best, top 10, or reviews, they might be ready to purchase, but they need a bit more information to make sure they’re purchasing the right product.
Consumers just starting to think about purchases want a lot of information, and their keyword choices may essentially ask exploratory questions with words like why, how to, what does ____ mean, and so on. Then there are people who know your brand, are searching for you by name, and they want something specific, like your login page, a product, product pricing, and so on. You don’t know what their level of interest is, but you know they’re targeting your brand, and with the right keywords in place, they can find you and whatever they’re looking for.
Google’s Perspective
Keywords are not a two-way relationship between consumers and businesses – you can’t forget to factor in the middle man. Google also has a horse in the race. They want to deliver the most relevant content for their users, and this means they pay close attention to user intent, with formulas designed to perceive the intent behind keywords.
What does this mean for you? In a nutshell, you need to not only think like consumers, but also think like Google if you want your content to nab top rankings for certain types of searches. Understanding how search engines identify and direct traffic is just as important as knowing the intent behind consumer search queries. Try out searches featuring keyword intent and see where they lead you or try a tool like Serpstat.
Getting Organized
Getting the conversions you want is made a lot easier when you understand keyword intent and how it drives traffic in different directions. You need to organize your keywords and phrases to include not only words relevant to your content, but to the goal of the consumer in seeking your content. You can even tailor content on landing pages to optimize for searches and intent, giving you the best opportunity to meet consumer needs and drives sales and other conversions.
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