Keyword Selection For Website Marketing
As a website marketer, you know that the keywords you select for your site are vitally important.
While the benefits of using targeted keywords are widespread, there is one facet of keyword selection which many website marketers overlook: matching the intent of search query with the content on page. Choosing keywords which match your site's content not only increases relevancy in SERPs, but also ensures that users visiting your website will have an engaging and informative experience. By matching your site's content with user intent - whether they're looking for a quick answer or deep exploration - you'll be able to provide them with what they're looking for while simultaneously gaining their trust and business.
This article explores the benefits of matching keyword intent with content, and discusses several ways in which you can do this through site content selection. As always, I'll leave you with some quick tips to encourage you to consider the power of matching keyword intent with site content.
Keyword Intent Vs. Keyword Research: What Do They Mean?
Let's begin by clarifying some terms. Keywords (as used in SERPs) are search terms that users enter into a search box when trying to find what they're looking for online. There is often much debate about the correct definition of "intent," which is generally thought of as being a subset of keywords from a broader set of search queries or phrases.
So what do these terms mean? Keyword intent is the broader set of search queries entered by searchers, and it's usually (but not always) different from word search terms. In the case of the query "Dental Assistant in San Jose," keyword intent would be much broader ("dental assistant" vs. "dentist") while keyword research would be more targeted ("Dentist San Jose").
Understanding keyword intent can be tricky if you don't have a good grasp on how users find your site. Intent is often considered to be the "motive" behind a search query, and it's based on user motivations to find information. While it's very difficult to determine precisely what a user's intention is when they search for something, there are some key indications. Most users who are looking for information will either be trying to learn something or solve a problem. There are also some less common types of searches (such as specific purchases), but these are more easily categorized as "intent types."
Some common intent types include:
Informational: The searcher wants to learn more about a subject matter. Commonly, informational queries lead users to purchase products they're learning about in order to learn more or act immediately.
The searcher wants to learn more about a subject matter. Commonly, informational queries lead users to purchase products they're learning about in order to learn more or act immediately. Problem solving: The searcher wants information in order to solve a specific problem. In this case, the intent is generally towards solutions; solutions are often purchased afterwards. This also includes requests for "How-to" guides or in-depth guides on topics such as business, health and finance.
The searcher wants information in order to solve a specific problem. In this case, the intent is generally towards solutions; solutions are often purchased afterwards. This also includes requests for "How-to" guides or in-depth guides on topics such as business, health and finance. Transaction: The searcher wants to complete a purchase of some kind, be it an electronic item, travel package or something else.
The searcher wants to complete a purchase of some kind, be it an electronic item, travel package or something else. Specific: The searcher is looking for a very specific piece of information (such as the price of a specific product).
Related searches: Related search intent is often very difficult to determine because it can depend on so many factors (search location, search history, etc.). However, common related searches include searches for locations, recent news and other information related to a specific purchase.
Insights into user intent can help you determine which keywords will perform best for your business and help you decide which ones to pursue in a more thorough keyword research process. While you won't always know exactly what users are looking for when they're searching online, understanding their motivations will help you develop clear keyword lists that both get your site found in search results and lead to a conversion.
How To Match User Intent With Site Content
There are two ways to match user intent with content on your site:
1) Understand your users' input. What they're looking for.
2) Be a good teacher. Provide the information they need to help them accomplish what they want to.
Understanding Your Users' Intent
This method is best used when you're trying to understand a user's intent because it gives you the ability to determine what they're looking for before you ever start ranking their search query.
Step 1: Develop a theme for your site
Every website is unique, but there are some themes that are common among informational websites such as blogs and general purpose sites (such as business, health and finance sites). You can use these themes to help determine what information searchers are looking for and will utilize as they search for your site.
Step 2: Define your keyword list
You should now have a thorough understanding of your users' intent as well as the theme of your site. The next step is to develop a list of keywords that you think will be most useful in getting users who enter these phrases through the appropriate content on your site. Utilizing these two elements, you'll be able to encompass user intent and theme within one keyword list.