An essential part of digital marketing SEO strategies, SEO keyword research reveals the queries that audiences type into search engines to find businesses and/or information. This knowledge can help guide your content strategy, allowing you to develop material that elevates your business to the top of search engine results pages (SERPs), increases website credibility, and drives traffic. Yet business leaders and marketers must learn how to interpret the motivations behind user queries for their keyword research strategy to succeed.
Given the time and complexity required to integrate search intent with keyword analysis, businesses in Washington, DC, should turn to KME.digital for such services. Our dedicated team provides comprehensive digital marketing solutions, including SEO, social media, paid advertising, and more. Additionally, we offer customized monthly reporting so you can feel confident that your marketing solution is working. To learn more about our services or get a digital evaluation, call (703) 585-3321 today!
Below, we explore the relationship between user intent and keywords:
What is Search Intent?
Search intent, or user intent, refers to a user’s primary goal for typing a query into a search engine. For example, a user searching “skincare” may simply want a product to improve their appearance, while one searching “skincare routines” may wish to learn about the topic. The user in the latter scenario is more likely to click on a blog about skincare tips rather than an advertisement for a moisturizer.
If enough people searching the keyword “skincare routines” share the same intent, that blog on skincare tips will have a significant rankings boost and appear high in the search results. By understanding the motivation behind a user searching for particular keywords, you can create relevant content that stands out in SERPs.
Types of Search Intent
We can categorize query phrasing into four types of user intent, including:
- Navigational intent: Users want to find a specific page or business. They know what page they want but need a way to find it. For example, the search query “gmail login” provides a quick and easy way to reach that page.
- Informational intent: Users want to educate themselves on a topic. Keywords with this intent may involve a question and can build brand awareness. Consider “what are the benefits of SEO,” a query with informational intent.
- Commercial intent: Users intend to complete a purchase but need more information before deciding. An example of a query with this intent is “best marketing services in Washington, DC,” wherein the user intends to hire a service but wants to explore their options.
- Transactional intent: Users have made a purchase decision and wish to complete a transaction. Transactional keywords often contain “buy, discount, order, register.”
If you can’t determine what your audience is looking for through keyword analysis alone, consult the search engine itself. Reviewing SERPs can tell you what content your audience is looking for with their keywords, giving you a clearer picture of their intent.
Why is Search Intent Important for Keyword Research?
User intent differs at each stage of the buyer’s journey. Yet applying stage-appropriate keywords and strategies can help move consumers closer to your products and services. Determine what stage your audience is in when creating website content, then integrate keywords into relevant content. The three stages of the buyer’s journey are:
- Awareness: In this stage, leverage keywords with informational intent. These consumers are looking for an answer, and brands that provide useful content can build trust with their audience and lay the foundation for further interaction.
- Consideration: A user in the consideration stage wishes to buy something but needs more information. These consumers likely search with commercial intent, so content should promote your available offerings.
- Conversion: Consumers in this stage have made a purchase decision. Therefore, their queries most likely have transactional intent, and applicable keywords can guide consumers to a service page where they can complete their purchase.
Professional SEO Keyword Research in Washington, DC!
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