When consumers type words into the box of a search engine, they often don’t know they’re giving companies like yours clues about their buying habits. They’re also offering information about their point in the buying cycle – or their particular moment on their customer journey. Searchers simply want their needs met. They hope to find information on the best time to visit Paris or which hotels in Manhattan offer the ideal setting. Consumers who search the Internet want to learn about decorating their home to make it attractive to sell. They’re looking for this and more, and an intent-focused SEO keyword research service can make sure you show up online where and when customers are searching.
Businesses can obtain valuable market research information by paying attention to target buyers’ journeys. Through intent-focused SEO keyword research, you can learn about what leads a customer to make a purchasing decision. That way, you’re there to provide useful information along the way to guide the buying decision. And, to be the first brand in consumers’ minds when they click “buy” or “book.”
Marketers need to be doing intent-focused SEO keyword research to find out what consumers are looking for, even those who aren’t yet ready to purchase. When you know the motivation (and patterns) behind online searches leading up to a sale, your company can prepare to provide it. It’s extremely important in today’s fast-changing digital world to anticipate customers’ actions. And, to be in the right place at the right time. If you’re not currently creating content that addresses consumers’ intent throughout the buying cycle, it’s wise to hire an SEO keyword research service to do this for you.
Use An SEO Keyword Research Service as a Foundation of Your Marketing Campaign
Keyword research should be done at the start of every SEO campaign, but not just keyword research looking into the sale stage of the buying cycle. It’s critical that you begin your search engine optimization efforts with keyword research that specifically looks at the intent of the buyer at every micro-moment leading to a sale. And, companies should be reviewing researched keywords periodically to make sure they’re still relevant.
Some brands approach keyword research with thoughts only on the final sale. That doesn’t show much interest in the buyer as a valued customer and a potential repeat customer. To make it clear that the buyers’ needs and concerns are your businesses’ needs and concerns, perform intent-focused keyword research. Look at what consumers’ are searching and asking for as they try to decide where to travel or where to purchase a home. Use keywords revolving around the buyer’s intent when they query online to drive the creation of your content. You’ll be glad you did, because you’ll be right on in providing value and earning the customer’s trust.
Find the Right Site Visitors with Intent-Focused SEO Keyword Research Service
When analyzing potential keywords to use in your content, either web content or blog posts, ask yourself if they’re relevant to your site. Think about whether your not visitors to your website or social media channels will find what they’re searching for, and expecting, when they arrive. If the keywords you researched are useful and correct for your target buyers you’ll build up a solid satisfied audience. And, you’ll be rewarded with more conversions and loyal customers in the end.
Here are some steps you can take to make intent-focused keyword research work for your company:
Look at Who’s Already Ranking for Keywords
As you conduct research to find out which keywords you might want to use in your content, look at who’s already ranking for those words. Which companies show up on the first page of Google search results for the keywords you’re thinking about targeting? If heavy hitters hold the top spots for keywords you’re considering, and you’re a small or new brand, it can be a good idea to try to rank for others. It can take years of keyword marketing to match or beat some of the big brands in an industry in terms of keyword rank.
As an example, a travel company aiming to show up first for the keywords “Las Vegas hotels” in a world where TripAdvisor and Expedia dominate might not have it in the budget to compete. But, if travel brands and hotels in this position can work with an intent-focused travel SEO keyword research company to implement a keyword marketing strategy that focuses on moderately competitive keyword phrases like “mid-century modern hotels in Palm Springs” or “New York hotels near Broadway theaters.” Using these long-tail keyword phrases in content might make it easier for you to rank, and it’s a great way to really zero in on the intent of the buyer so you can fulfil specific needs.
Take a Good Look at Intent-Focused Long-Tail Keywords
It would be great to rank for the most popular keywords. But, there’s also potential for great rewards when you show up first for a few of the lesser-known keywords and keyword phrases. Some of the more detailed keywords that users starting the buying process, or even mid-way into the process, are using can be jackpots for your company. These long-tail keywords can connect you with Internet searchers who are looking for brands to trust and who can be persuaded to buy from a certain company if that company has properly anticipated their needs.
Roughly 70% of SEO keyword phrases typed into a search box are long-tail keywords. There are hundreds of millions of these kinds of keywords, and there are dozens upon dozens that you can employ effectively in your intent-focused keyword marketing campaign.
Grouping Keywords By Purchase Intent
As you sort through potential keywords to use in your marketing campaign, it’s good practice to group these keywords by purchase intent. The idea behind grouping is that you can come up with an organized content and ad structure that closely maps the way people research information and make purchasing decisions. When you determine the keywords you want to implement in your marketing campaign, it’s a good idea to use a spreadsheet or other organizational tool to segment these keywords based on the customer journey. You might have a group of keywords related to the investigation phase, the point of comparison, and the time of probable purchase. Like in the post we shared with you regarding micro-moments in a travel customer’s journey, moments that range from thinking about a trip to buying a plane ticket, other industries have recognizable moments along a buyer’s journey that can be used to offer relatable content based on researched keywords and to fuel a sale.
There’s much more that goes into researching keywords to deliver the right content to the correct buyers. The undertaking is lengthy and detailed, but it’s necessary to deliver an appropriate message that falls on the right eyes and ears, and doesn’t waste your company’s time and money. When a keyword marketing campaign is first approached with this diligent research, a business can speak to consumers in a way that displays authority and builds loyalty.
Contact Galileo Tech Media to learn more about our intent-focused keyword research service.