Intent is the most important concept in keyword research. Improve user experience by matching content and landing pages to user intent. The #1 keyword research mistake made by SEO and marketing experts is not considering intent.
The most important thing to consider when choosing keywords for your website is “what type of traffic am I trying to attract?
Experts agree that keyword intent can be classified into three categories. Each of these classes provides information about the searcher and their strategy.
- Navigational Intent
- Informational Intent
- Transactional Intent
Assume you heard an advertisement on the radio for a music festival you want to attend. You recall the advertisement’s name, location, date, or one of the musical acts. Search for “Music Festival New Year’s Eve Byron Bay” on Google.
Google quickly finds the festival – Falls Festival Byron Bay. It’s vital for Falls Festival organizers to rank well in SERPs (search engine results pages).
While navigational hunts have a low conversion rate (they are unlikely to buy on the first visit), they are vital for informing and contacting people who may buy tickets later.
The most common type of search query is ‘informational intent’. Consider your last Google search; you probably wanted directions, reviews, or to settle a dispute between friends.
Keywords with informational intent rarely convert (initially). It’s likely that you’ll come across the long tail keyword “What is an LCD TV” while researching keywords for your “LCD Television” landing page. Keywords with informational intent identify a problem and offer a solution.
Consider using your website blog or YouTube channel to answer some of these questions and position your company as a “specialist” in the field. Content marketing is a good way to target research keywords and reinforce specialty branding.
Value-based aim keywords are crucial for SEO experts and digital marketers. These keywords have a high conversion rate and are responsible for driving deals for Ecommerce businesses. Here are a few words that frequently appear in value-based goal phrases:
The person using these key phrases is ready to buy. If you can get your product or service in front of clients who are using these keywords, you have a great chance of closing a deal.
Creating landing pages with transactional intent can help ecommerce businesses attract highly motivated customers.