Search Intent A Point to Ponder

Keyword Research & Analysis : Understanding Intent 

When you  are optimizing a page or a piece of content for a keyword you should definitely know what intent is that phrase going to fulfill. Whenever we are in the process of optimizing a website we make a keyword analysis and make a list after extensive research that we would use throughout the campaign. But just having a robust list is not enough...we have to know what intent does each fulfill. 

What is intent?

Well it is a common word that signifies a purpose behind an action. Similarly people use search terms on the SERPs with an intent. The search is mostly for finding information, seeking a specific website dealing with the topic the user is searching for, seeking news or intent to purchase online. 

So you may ask what is your site or rather that specific webpage you are promoting about? Does it fulfill and intent? Is it an eCommerce site or is it an information website? Hence once you are aware of this aspect you will narrow down the list of terms you   have assiduously created. In short the terms you have used to optimize the web page should be justifying what your page offering. People searching for knowledge or information should not be landing on your eCommerce page.

But it is not so simple for sometime related ages can lead to business conversion but than do you have the bandwidth to be that extensive. For example: 

You have a site on wildlife resort with a page on accommodation and one on the resort itself. Than for additional information you will also have a page on destination which is an information page and not meant for conversion. But if your destination page ranks well without putting too much time and effort all the better because user seeking information will land on the page and may move on to other important pages of the website. Well still you may not get a conversion but surely advertisement has taken place. It could create an awareness about  the property or in future.....   

But certainly you should understand the intent behind each term in your list and then give shape to your campaign. Hence optimize a page using a term that solves its purpose. Just do not go for high volume terms since they may not be fulfilling the purpose of the page. 

Also the contents should be aiming at the purpose as well. For a product page the contents should be persuasive speak about the attributes of the product or products and convert the visit into a purchase. In case if informational pages the research should be intense and the information contained should be unique and solve the visitors queries. Although the visitors understands the page offering better whence they go through the site comprehensively nevertheless on page focus should never be compromised.      

Paying attention to the intent behind each term will enable you to understand the campaign that your SEO consultant is shaping. Even when you content writer is creating pages you can instruct him the purpose of your website. Most of the clients who go for  cheap website design and development do not pay attention to this aspect and the final result is totally unproductive. 

The crux of this content is that it should be shaped accordingly to the purpose of the visitors and not search engines. Sometimes targeting prime phrases could be a futile exercise usually long term phrases act as best conversion piece or deliver on niche information about a topic. 

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Uday provides Internet Marketing Services (SEO)
Write Contents for Websites in English
Runs Digital Marketing Classes in Jabalpur

Contact: pateluday90@hotmail.com

Mobile: 9755089323

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