Did you know if you do not perform intent-based keyword research, you are wasting your time? So what’s all the hype about it? Well first, let’s talk about how to perform keyword research in the right way.
Searcher intent (also known as “user intent”) is the motive a person has for carrying out a query through a search engine. Understanding and optimizing your customers’ intent is critical for SEO. So if you want to succeed with SEO and content marketing today, Search Intent needs to be a big part of your approach.
Now let me share how at Digital Tokri we help you research intent-based keywords.
How to perform research on intent-based keywords-Your SEO Guide
Keyword research gives us insights into customer problems, needs, desires, and intent. For intent-based keyword research, we at Digital Tokri categorize each keyword group or set them -into the correct intent.
We begin the process with an idea sheet and try to group your business ideas, not only by product/service but also by prefixes, postfixes, descriptive words, actions, etc.
At all points throughout this process, we think about the intent of someone using the words you’re including and try to group them accordingly.
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- Current Keywords
Our first stop in the ideation process will be to research what keywords are already on the website.
- Untapped Keyword
In the digital age, we cannot be content with what we already have, the idea is to discover keywords for which the client’s website does not rank at all. We look for keywords that our competition is using but we aren’t. We can’t be left missing out on high volumes of traffic. Good competitor analysis helps us to scan those extra keywords that we must be using too.
- Merge your Keyword Ideas into Lists
Once you’re happy you’ve exhausted every possible product/service and descriptive word, we combine the keywords into all possible combinations
- Get the Search Volume
We then extract the search volume, competition, and CPC to sort by popularity.
- Filter your Lists
At this stage of the process, you create multiple tabs in the client’s document with (likely hundreds) of keywords grouped into themes. Then we begin selecting the best keywords from each theme.
- Choose with Intent
Finally, we prioritize your chosen keywords by marking their intent.
Let us explore the different types of User Intent
Transactional Intent – a user looking to either buy, sign up or perform some type of commercial activity; It has been observed approx. 80% of user queries fall into this category.
Informational – a user looking for information. Since Google is getting better at predicting intent, your SEO campaign strategies need to keep pace when it comes to identifying intent and mapping the user journey. A great example of this is when someone is researching topics or products but not necessarily in the mind-frame of purchasing yet.
Informational search probably covers the largest “bucket” (category) of keywords and is generally representative of users looking for a quick answer. These are people looking for a phone number, directions, or even a piece of recent news, such as a sports score or headline.
Navigational Intent– a user looking for some address or location to visit or view.
Remember, for some people, a navigational search is all they need to make a purchase. They hear/see an ad (be it online or offline), then they search for that brand. But, the modern, savvy consumer will research other brands to make sure that they are getting the best deal/offer/value.
Also Read: Ace your business performance by planning a Top-notch SEO strategy
So, if your e-commerce website is only focused on commercial keywords such as “buy” followed by the product name, it could be missing out on the ‘intent’ part. For example- a person searching for “freestanding dishwashers” knows that they don’t need an integrated one. They’re ready to compare freestanding models and/or providers rather than those searching for ‘dishwashers’ who do not know anything about their requirements.
Intent-based keyword research is critical for e-commerce site architecture and has redefined the marketing funnel. No two customer journeys are the same. It’s time to shift our SEO thinking from keywords to searchers’ needs.
At Digital Tokri, we help update and upgrade your business with the right content for your website and social media handles. Follow this SEO guide, call and enquire for a better future!