Whether you run an organic search campaign or PPC campaign, all starts with a keyword search. Searching by keyword is usually the first step you need to take when you are planning the introduction of customers to your website. Indeed, search terms determine the type of content you create and how you will optimize.

However, behind each search intent – a need or desire – whether a product, a service, a solution or simply more information. The intent is one of the most important marketing variables. All guest journey, commitment vis-à-vis the brand and sales funnels begin with the intention.

Brands that use the data to find out the background and motivation of each research leading users to their website will be able to provide an experience that will eventually result in revenue. Comment, so, can you capture the customer's intent and influence his decisions and actions it takes?
Match keywords with the intention

All marketers know the customer experience and sales funnel. We know the different points of contact where customers interact with our brands and we spend hours planning how to interact with each of these points of contact.

However, we often overlook the baggage (context) customers prevail when they type these search queries. The three types of search queries – informational, navigational and transactional – simply clarify the upper level plan.

Under each of these categories, you can find a variety of subtypes of keywords that speak volumes about the intent of the researcher.

  • Mark: researchers indicate a preference for your brand.
  • unbranded: No preference mark for now.
  • Product: Interested in a product or service you sell. These may be further divided into substitutes and incentives products.
  • commercial value: based on product price or service, as "luxury watches" or "cheap".
  • Concurrent: terms related to the brand or product of your competitors.
  • Demography: specify the nature of the consumer, eg "watches" or "children's music".
  • Occasion: terms related to an event or a specific goal, such as "Halloween costumes" or "desolate flowers".

Most companies find that they want an organic visibility to almost all of these research intentions. You can use a group of keywords for each category in starting a list and develop with your favorite keyword tool (because they have not yet begun to call "intent search tools").

This will give you a better idea of ​​the search volume, the number of clicks, cost per click, difficulty, trends, SERP features and other variables, you can use to estimate the number of opportunities for interaction that you have with the customer. will cost you) As to their buying journey.


Determine how your customers are far from acting


In the above image, you see a scenario in which a person in search of a "tomato plant" could possibly ask "why my tomato plants they turn yellow" in a few months? Research is a marketing channel that can reveal the motivations and objectives of a person from the queries she types or speaks, as well as help you to discover its behavior from what he finally did on your site.


A study from Northwestern University examined the "psychological distance" between the current state of consumers and their intention to take action by using their search queries. The assumption was that the more a person is away to buy something, its most queries are abstract and it is likely to use the questions "why". Gradually, as they approach their goal, they use more concrete contextual terms with verbs (action words) such as "boutique" or "buy".

Data from nearly 25 000 requests have revealed that researchers tend to click on the results with words reflecting the nature (abstract or concrete) their search phrase. Customers seeking with a navigation intent have 20% more likely to click on a result that emphasizes abstract words such as "best", while those looking for with a purchase intent have 180% more likely to click on a result highlighting concrete words such as "shop. ”

You say these results? If you ask me, they emphasize the need to match the content for the customer at every stage of its journey buyer. The alignment of keywords on the mind of your customers allows more relevant messaging, targeted print ads or landing pages, and personalized user experiences that generate more conversions.
Align with your SEO for the client

When people say that the keywords are dead, it means you do not need to worry about “optimize” Publishing your blog or landing page for a keyword or set of keywords in particular, because no matter “intelligently”, you insert keywords in your titles, subtitles , meta descriptions or copy, Google search Laser if its content matches the intent of the researcher.

They go to a search engine to a motor response. This is clear from the way the SERP display one responder (the click-free version of "I'm Feeling Lucky") as well as options such as "People also ask" and "Related Search" to better gauge – and meet – the searcher. intention.


In short, Google seeks to


  • Understanding the issue of researcher.
  • Analyze all available answers.
  • Arrange the answers in order of relevance.


This does not mean that all SEO is useless. On the contrary, you can use the information from the search keyword to structure your content so that it appears based on changing search features, such as instant answers. You must then make sure that you can actually provide the best answer. ask yourself:


  • Can you provide a precise answer that matches the intent of the researcher?
  • Is your response structured in the right format?
  • Google understands it your content and he feels that your website is sufficiently credible?


Work towards the outcome of these matters can lead you to the answer box for your targeted search terms and intentions, but if you want to stay there, you must constantly improve yourself in all of the above.

Analysis of the Google SERPs for different sets of keywords can also help you make critical decisions about the use of SEO or PPC to target the good intention. For example, If a search term returns a page with blog articles, question and answer websites or forums, videos, etc., as opposed to sales pages of a product or service, it probably means that there is no intention to buy.

Thoughts separation

Achieving high rankings by targeting keyword is a long process, complex, highly competitive and subject to errors of judgment. You would do better to try to understand the intent of the researcher and context, and provide the best content, For the content for now.

The variables and factors that influence the correspondence intentions differ from those you take into account when searching for keywords. A keyword does not need to have a high search volume for purchase intent and be profitable. Correspondence intentions simplifies keyword targeting.

To become truly best in search marketing, you need much more than technical SEO, high quality content and links. You must optimize your website to optimize the user experience at every stage of the customer experience and encourage them to take appropriate action which may result in conversions.