How Keyword Research and Search Intent Are Becoming Vital To Marketing Strategies
The way users find information online has changed over time. A few years ago, the average marketer could reach their goals with a few keywords on their landing page. Today, Google’s algorithm has evolved, making effective keyword research and search intent the drivers of any successful digital marketing strategy.
68% of online experiences begin with a search engine
68% of online experiences begin with a search engine, and marketing strategists say search engine optimization generates 1000+ more traffic than organic social media. Therefore, businesses looking to be seen by their customers must understand and harness the power of keyword research and search intent in today’s marketing world.
This article explains why keyword research and search intent are important to developing a working marketing strategy and why you must implement them to reach your business’s goals.
Let’s take a look.
Understanding keyword research and search intent
Keyword research is discovering the terms your target audience enters into search engines when looking to buy or learn more about your product or service. Conducting keyword research gives insights into the type of information and answers your audience is looking for. It lets you know their needs, challenges, and interests. This way, you can tailor your marketing efforts to satisfy them.
Besides customer satisfaction, keyword research supercharges your search engine optimization, enabling customers to find you easily. It also boosts your traffic footfalls and allows you to develop a content strategy relevant to your audience’s needs.
What is search intent?
Your job as a marketer and business owner isn’t just to know what your users are looking for but to figure out why.
Search intent is the reason your audience entered a query in the first place. Are they trying to know more about something, visit your website, or buy your products? Understanding your audience’s intent lets you know their reasons and how to effectively help them along the way.
Keyword research and search intent are interrelated. If you don’t know why your users are searching for something, you won’t know where to start your keyword research. So, one can’t do without the other, especially when you want to build a solid SEO strategy.
How keyword research and search intent are becoming critical to marketing strategies
Effective marketing isn’t just about creating a buzz around your business. It involves attracting the right traffic, converting them to customers, and boosting retention. This is why it’s critical to conduct keyword research and know your buyers’ search intent. When you do, you can develop effective marketing strategies vital to your business’s growth.
Today’s not about ‘get the traffic.’ It’s about getting the targeted and relevant traffic.
— Adam Audette, Chief Knowledge Officer, RKG
Here are a few ways that keyword research and search intent can help transform your marketing strategy into a winning tool.
1. They improve search engine rankings
Using keywords effectively increases the chances of being on the top page of search engine results, where over 25% of traffic is. Your consumers won’t discover the amazing offer your company provides if they never get to find you. This is why it’s critical to enhance your SEO strategy and make your website on the first page of every given keyword. If not every, at least be on the first page of most of the keywords relevant to your brand.
Keyword research and search intent allow you to identify the terms and phrases that your audiences are using and to figure out what they want from search engines. Armed with this information, you can develop and implement a practical SEO strategy that incorporates the right words in your website content for effective optimization.
In addition, Google crawls your website and curates content for search result pages so that people with relevant questions can find answers immediately. This can improve the accessibility of your website and grow your reach.
The impact of high search engine ranking can’t be overemphasized. Good search engine ranking can boost a brand’s visibility. If your website ranks high for the right keywords, soon your business will be one of the top recommended sources of credible information on the internet. As more people see your business, the chances of closing sales increase. So, keyword research and search intent are crucial aspects of an effective marketing strategy.
2. They attract qualified leads
Marketers maximize keyword research and search intent insights to attract top-quality leads. Knowing what the audience’s intents are, they create the content their users want to see. Consumers, on the other hand, visit their website because it has what they are looking for.
So, with good keyword research and an understanding of search intents, these highly productive marketers engage interested people rather than attract random internet surfers who don’t need their product or service.
Why is this really important?
Qualified leads are easier to turn to consumers. They mostly already identified their problem and are actively looking for a solution. So, with the right content, you can compel them to give your brand a try.
Essentially, keyword research and keyword search intent pull the right people to you. So, you don’t spend quality time building a marketing strategy that captivates people who won’t patronize your business.
3. They boost engagement
Keyword research and search intent help you understand your customers’ deepest concerns, challenges, and desires. You know precisely what they want, the obstacles they are hoping to overcome, and what interests them, allowing you to create a content strategy that helps.
For instance, if a fashion brand discovers that users are searching for tips to maintain their fabrics, it can create content around the topic to get visitors engaged. To take a step further, this brand can also develop ad campaigns to enlighten users about different clothing maintenance hacks and, in the process, offer maintenance products for sale (more on this shortly).
Conducting keyword research and understanding consumers’ search intent provide insight into your target users’ language. This doesn’t help you to create content around their needs only; you’ll communicate with your audience in the language they understand.
Consequently, they become actively invested in your business. They know they’ll find answers to their questions on your website, so it’s your brand that comes to mind when they make a search query. Some might even go as far as subscribing to your newsletter.
Since your content revolves around their interests and challenges, consumers give feedback and share your message with their network, boosting engagement and adding a mix of consumer evangelism into your marketing arsenal.
It doesn’t stop there. Getting tons of social shares and referrals via various channels triggers the Google algorithm to consider your content as valuable, therefore improving your search engine ranking. It’s a ripple effect.
This significant benefit is why keyword research and search intent are necessary for a successful marketing strategy. Businesses know how critical engagement is to business growth, so as they actively seek ways to improve consumer engagement, it’s imperative to add keyword research to the approach.
4. They increase conversion
Every business wants to turn its leads into customers. So, while you build an SEO strategy that generates footfalls on your site, you want to ensure those leads are converted to sales.
Many customers don’t buy the first time they come across your product or service on the purchase funnel. Instead, they move from the awareness stage and take their time at the consideration stage to decide if your business is worth a shot.
It’s much easier to double your business by doubling your conversion rate than by doubling traffic.
– Jeff Eisenberg
What better way to convince a considering audience than to provide value?
Keyword research and search intent provide relevant information about your audience’s pain points. It helps you structure your marketing assets to meet their needs, offering value that’s hard to find elsewhere.
Addressing customers’ problems spot on and proffering viable solutions presents you as an expert in the field, helping you build credibility. Sooner or later, your users will be comfortable buying from you because they trust you.
How to supercharge your marketing strategy with keyword research and search intent
Here are practical ways to use keyword research and search intent to develop a marketing strategy that drives results for your business.
1. Understand how intent influences keywords
The Google algorithm considers a page relevant when it offers solutions to a problem a user intends to solve. So, knowing how search intent affects keywords and how to structure your content accordingly is crucial.
Keywords can be ambiguous. So, don’t take them at a surface value. Instead, discover searchers’ intentions and motivations for searching for a keyword. To do this, you can simply input the said keyword into the Google search tab. Several suggestions will pop up. Then, you can determine why users are searching for those specific keywords by putting two and two together.
2. Find related terms
Don’t restrict your research to the actual keywords your audience is looking for. Search for related terms. It increases your content volume and gives you a deeper understanding of your audience’s search intent.
Enter your main keyword in the search bar to research Google search terms. Scroll to the bottom of the search engine result page. You’ll find searches and suggestions related to your main keyword. Use them to generate additional ideas for your marketing and keyword strategies.
3. Use keyword research tools
Keyword research software automates your research experience. You can find and analyze keywords in real time. You can even track certain keywords to follow changes in consumer search intents.
Moreso, these research tools expose you to more keyword suggestions, supplying a wide range of data to build the perfect marketing strategy. So, it would be smart to adopt easy-to-use research tools to facilitate your research and marketing strategies.
Keywords research and search intent are some of the most relevant factors in today’s digital marketing space. They let businesses create brilliant marketing strategies by enlightening them on what consumers are searching for and why.
Researching and understanding consumer intent promotes brand awareness, supplies qualified leads, increases audience participation, and skyrockets conversion rates. So, by simply incorporating them into your marketing strategy, you can build a brand that stands out.