Today, we’re diving into the world of SEO and keyword research. But we’re not just skimming the surface. We’re going deep to uncover a crucial aspect that many people overlook: search intent.
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The Forgotten Element in Keyword Research
When I ask my clients what keywords they want to rank for, they usually have a list ready. They’ve thought about their niche, their industry, and the specifics within that. But there’s one big thing they often miss: search intent.
You see, it’s not just about getting heaps of traffic on your website. Sure, having 10,000 visitors sounds great, but if they’re the wrong people, then you’ve got 10,000 of the wrong people on your site. And that’s not what we want.
The Power of Search Intent
So, what’s this thing that people are missing? It’s search intent. We often forget to consider why users are searching for a particular term. For instance, why are people searching for “cardboard boxes”? Are they looking to buy them, or are they researching for some reason?
Let’s take another example. I have a client who ranks for “Bible verses”. Now, most of the time, when people search for Bible verses, they’re probably looking to reference it, not buy something. So, even though this term might have high search volume and low competition, it might not bring the right people to your website.
Understanding Different Types of Conversions
Not every keyword needs to be transactional, like “buy dog food”. Some posts might be informational, but they can still lead to conversions. For instance, you could create a blog post about the “10 best podcasts” in your niche. That might drive more traffic to your own podcast, leading to more subscribers, and eventually, more customers.
How to Determine Search Intent
Now, you might be wondering, “How do I figure out the intent of a keyword?” Well, it’s simpler than you think. Google it. Look at the search results page. What’s on there? Is it product listings, articles, or high-authority websites?
For instance, if you’re a dietitian and you look up “type one diabetes”, you might find the first page filled with articles from WebMD or Healthline. It’s going to be hard to compete with these high-authority websites. So, instead of targeting the main keyword, get really specific. Look for keywords where the search results page features more blogs and articles.
The Bottom Line
The search results page is a goldmine of information. It can help you understand not just the intent of the user, but also what other related topics people are looking for. Are there a lot of videos? Images? Graphs or charts? Or are they really just looking to buy something?
Remember, keyword research can be a little overwhelming, but it’s a crucial part of SEO. And when done right, it can boost your sales and conversions. So, don’t forget about search intent the next time you’re brainstorming keywords.
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