When you are working on your onsite SEO, you need to be analysing everything from your FAQ schema to your keywords. Something which many SEO experts talk about in 2019 is keyword intent but do you know what this means?
In this guide, we are going to tell you a bit more about keyword intent and how you can target the right keywords for your site. Keep reading to find out more about this.
What Is Keyword Intent?
If you are not familiar with keyword intent, then you should know that it is a very important part of the customer journey analysis. For those involved in paid search, keyword intent is very important as a PPC campaign is not going to be successful without a focus on this. Keyword intent refers to the intent behind the search. This helps you to analyse what your customers are thinking and the purpose of their search. Targeting the wrong kind of keyword will only have negative consequences on the PPC campaign.
What Kinds of Keyword Intent are there?
Interestingly, there are two different kinds of keyword intent that you should know about. These fall into the categories of high intent and low intent keywords. If you are hoping to get results, then the high intent keywords are the ones that you will be most interested in targeting. When looking at the difference between high intent and low intent keywords, you must recognise the types of searches that can be performed.
For example:
● If one of your customers were to perform a search that simply asked for general information
then this would be known as an informational search with low intent keywords.
● Other searches can be done in order to reach a certain site and this is known as a
navigational search.
● In comparison to these low intent keywords, you will find that the searches that are
transactional are the ones which involve longer tail/more specific keyword queries to a
service or product.
Commercial Intent
When looking at high intent keywords, you must also look at commercial intent keywords. These kinds of keywords suggest that your customer is in the final stage of the process and that they intend to buy on this search. There are two main categories here which keywords will fall into which you need to know about.
If your customers are intending on buying a product today, then there is a chance that they will be using ‘buy now’ keywords that include things like ‘coupon’ or ‘buy’. These are very beneficial to target, and they can get you some real results.
You might also come across some high intent commercial keywords that are referring to the product. This can include terms like ‘cheapest’ ‘best’ and names of specific products. You’ll need to analyse these keywords carefully to figure out which is best for your PPC campaign as some are more valuable than others.
Make sure to consider carefully the difference between product searches and lead searches. This can make a huge difference to the results if you are offering a service rather than a product. Try to establish what works best for your business and this will help you to focus on the right commercial intent keywords here.
Why Target High Intent Keywords?
While it can be tempting to try to target as many people as possible, it can be very advantageous for you to target high quality traffic using keyword intent. You should always be considering how you can improve your customer journey and this kind of analysis can help you to figure out what is best for your next campaign. It is often better to go with a higher quality of results rather than a larger quantity and this is something which you need to consider.
You should also consider targeting high intent keywords because you can be sure that your budget is being used on the right people. You might find that targeting low intent keywords can lead to your budget being used up in a matter of days which can have a detrimental effect on your campaign if you had planned it to go on longer.
Interestingly, Google and Bing both offer features that are great for those who are targeting high commercial intent keywords. With the use of features like Shopping Ads, you can get real results for your campaigns and not worry about them being a failure. This can save you money and make sure that things go as smoothly as possible.
How To Know Which Keywords To Target
If you are unsure how to go about finding the right keywords for your next PPC campaign, then you should make sure that you know which words fall into which category. You should know the difference between high intent and low intent keywords as well as the commercial keywords that make sense for your brand.
There are plenty of tools that you can use only to find the keywords that are relevant, and you can analyse the performance of these keywords. If you are using Google or Bing for your PPC ads, then you should use the features that are available for high commercial intent keywords. You should be able to input these easily enough.
Never use a keyword if you don’t think that it is going to deliver you the results that you need. This should help you to figure out which keywords you need to target.
Try It Today
If you are not already making use of these high intent and commercial intent keywords, then now is the time. Google is constantly changing the way that it works and if you can stay up to date with this kind of best practice then you can deliver on your next PPC campaign. Follow the advice given to you here in this guide and it will help you out a lot along the way. There is no room for error in this kind of campaign so use the right keywords.