It's often glossed over because it's not the sexy, new software that's going to make you wealthy with just a few buttons.
However, it's critical.
It's the difference between seeing your project turning a profit vs. sucking the life out of you.
We're talking about Search Intent and inside this post, we'll dive into all facets of targeting the right keywords within your SEO campaigns.
What Is Search Intent?
Let's begin with the biggest advantage you have by turning to SEO to begin with.
It revolves around the fact you can target the ideal customer at the perfect time.
In order to target this potential user, you'll need to base your content around what the user is looking for.
All too often, digital marketing agencies and marketers solely base their decision on a number.
In selecting the right keywords, that number is typically based off of search volume as well as competition with very little thought going into what the user's intent.
This is the same principal if you're trying to gain traction with a blog post to rank in Google or ranking a video inside of Youtube.
Why Is The Intent Important?
Where social media ads are disruptive, search is pretty telling just based on what the end user is looking for.
In order to make the "paid traffic" sources work, there has to be a bond and a level of trust conveyed in the follow up.
When someone goes to Google - there's an instant trust and bond in place already just by showing up.
That's why I'm such a big fan of the SEO space and focusing on intent.
I can figure out where I need to be with my targeting, get my properties whether it's a video or website locked in at the top of the search results.
For years, I ignored the importance of keyword research until I saw first hand how important this was with my affiliate commissions.
I ranked for terms like Creative Real Estate, Real Estate Investing tips, and Mobile Marketing yet I was missing out on terms that would pay more money that were far less competitive.
See all of those terms had more search volume (which is what I was focused on at the time), yet they lacked any buyer intent.
The 4 types of intent
I sum this up by describing this with 3 levels of Awareness for your Search Traffic for your searchers including examples of search intent.
#1 Informational Intent
They’re Interested in the market but don’t realize they have a problem (yet).
If we use the digital marketing example, this is someone that’s just realizing that digital marketing is a thing and digging for more info.
Maybe they've been to a seminar or it could be there just researching for a paper or article.
It would result in searches like Digital Marketing tips or Digital Marketing examples.
In other words, it's a very broad search.
Often if we’re planning to enter a new market, these are the type terms we begin researching before we drill down a bit.
While it would be good to rank for these terms, it's not the best option.
In order to make these work, you need to know your market inside and out, have a proven sales funnel in order to monetize the traffic.
Plus, often these have more search volume and much more competitive taking you longer to position yourself for these terms.
Level # 2: The How-To
They Realize They Have a Problem but don’t know the solution
This stage the person is aware of the market, and know they need something to solve their problem.
Sticking with the digital marketing example, this would be someone aware they need to do a webinar.
That would result in searches like this…
- how to create a webinar presentation
- how to host a webinar for free
- how to create a recorded webinar
- Webinar for beginners
See how we’re now drilling down a bit.
These include a lot of ‘how to’ terms.
And these would be considered to be the “Better” option.
These types of terms would require less selling because the end user is already past the discovery phase yet still not our best option.
Level 3 - Shopping Intent
They Realize They Have a Problem yet may not know the solution.
This stage is one where you’ll make evergreen money and definitely where you should put your attention.
This searcher knows they have a problem yet not 100% on the name of the solution..
Searches would be like this…
- best webinar software
- Webinarjam vs GotoWebinar
- Webinarjam Review
- best landing page builder
See how much more targeted these terms are?
When you create content like this, you don’t need to be a super sharp sales person, have the best sales funnel, or know NLP.
Since your traffic is so targeted, you don't need a lot of search volume either.
Level 4: Getting The Best Deal
This level is those that are looking for a potential discount or trial offer.
The person already knows they have a problem, know the solutions, and now looking for the absolute best deal they can find.
Examples of this type of search would include the following:
- Webinarjam Trial
- Kartra trial
- PS5 Discount Code
- Playstation Coupon code
In many cases, these search terms show little search volume when you're performing your keyword research.
However, these terms are so laser targeted they deserve your attention because, all the selling has already occurred.
You're simply showing up to capitalize on the traffic.
In many of the examples of coupon codes, people have already navigated to the cart to checkout, looked to see a discount code option, then went to search.
If you're there, you're scooping up some easy commissions.
Search Intent with your SEO Game Plan
Now that we've described the 4 levels of intent, let's dive into why this is such an importance from an SEO perspective.
As I mentioned previously, solely looking at the search volume is a huge mistake.
In most cases, the bigger the search volume, the more competitive the terms are which means you'll likely be competing with rather large, authority sites in the search engines.
It's not necessarily that you can't compete, however it may take you too long to see any real traction.
Like this tutorial?
If so, I'm convinced you'd love the recent webinar training I've put together.
I outline my entire SEO process and more importantly how it all ties together with our digital marketing activities.
All you have to do is register by going here - it's 100% Free!