Interpreting and translating keywords into concrete strategies and action points is, if you ask me, the basis of online market research and marketing. When you delve into the search intent of keywords, you can:
Discovering the (information) needs, emotions and personas of your target group. (target group research)
Align your branding and propositions with this. (strategic marketing)
Aligning your website structure with your target audience's buying process (persuasion architecture)
Determining the right argumentation, approach and tone of voice of your content. (copywriting)
Prioritize all of these activities. (project management)
1. Recognize searches
Since we're limiting this series to identifying the right keywords, I'll only touch on 5 types of searches and some examples of long-tail keywords that often reveal which stage of the buying process qatar phone data your target audience is in.
2. Translate searches
How do you interpret such searches? Again, some examples:
Does a search query consist of multiple brands? Then the search query is still commercially oriented and not navigational.
Keyword in the plural form? Then there is a good chance that your target group is looking for a category page where they can see an overview of all your products at a glance.
Non-commercial search query? Perhaps you could dedicate a blog post to this keyword.
Do you fish out a lot of local keywords from your keyword analysis? Then Local SEO is not a bad idea. You probably also want to include the category 'Establishments' in your website structure.
Do bargain hunters dominate your market? Do keywords like outlet, cheapest, sale or offer have a lot of search volume? Then you can miss the mark with your exclusive image.
You see, figuring out search intent is crucial for many facets of your online marketing. Perhaps I will go into that in more depth next time. For now, I hope this series helps you increase your Google rankings, traffic, and conversion rates.
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