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Keyword Research and Search Intent

Keyword research is at the heart of all SEO work.

Understanding what your users search for is of paramount importance for any SEO strategy. Gaining insight into your target market, how they search and what type of content they engage with is the key to successful traffic acquisition.

What is Keyword Research?

Keyword research is the practise of discovering what users type into a search engine when performing a search. This is an integral facet of any SEO service. Before we can optimise a website or embark on a campaign, we need to know the right keywords to try to rank for. It’s not just about generating traffic, it’s about generating the right kind of traffic – traffic that will convert into leads or sales.

Why It Is Important to Do Keyword Research?

1

Customers may not think the same way you do.

User journeys can take a long time and involve a lot of touch points. Between the research phase and the buying trigger users will have different behaviours and search for a broad range of queries.

2

Knowing what you want to rank for isn’t always enough.

We need to know what your potential customers would search for to find your product or service. Knowing what your prospects search for at every stage of their journey allows us to target them more efficiently.

3

Keyword research can help you uncover a searcher’s intent.

For example, what kind of words do searchers use when looking for information and what words do they use when looking to make a purchase? The difference can be crucial in generating the right kind of traffic for your website.

4

Without keyword research we wouldn’t be able to measure rankings.

Having a tailored list of keywords allows to us to track them, to understand how and where you rank in the SERPs and to create personalised tactics.

What is Search Intent?

Search intent analysis is the process of understanding what users are actually looking for when typing a query into Google. Why did this user make this specific search? Are they looking for information, looking to make a purchase or just looking for a specific website?

All those questions should and can be answered. There are four types of intent and our keyword research will reflect each:

  • Informational – The user is looking for information. We need to know what your potential customers would search for to find your product or service.
  • Navigational – The user is looking for a specific website.
  • Transactional – The user is looking to make a purchase.
  • Commercial – The user is looking for a service or product but hasn’t made up their mind about where to purchase it yet.

Understanding the intent behind a keywords will impact the SEO tactics we use to make a keyword rank.

What is a Keyword Gap Analysis?

Keyword research can also reveal gaps in the market and even help you to predict shifts in demand. We have various tools at our disposal that show us the number of people searching for a specific term and the competition around that term. We can also see annual trends in search volume to help you stay ahead of the game.

Our Approach to Successful Keyword Research

Whilst most of the process is the same across different projects, successful keyword research starts with a deep understanding of the market you operate in. At Passion we take the time to understand this by performing extensive research and talking to you about it.

The steps of our keyword research strategies include:

  • Studying the market
  • Researching competition
  • Defining the goals we want to achieve
  • Creating a list of seed keywords
  • Expanding the list and discovering new topics
  • Analysing the search intent behind the keywords
  • Tagging, grouping and refining the list
  • Tracking and analysing the results

Interested in seeing how we can help you better understand and target potential customers? For more information about how keyword research and search intent can help your business, get in touch by filling out the form on the right.

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