Identifying the Right Keyword with Right Intent – A Key Play in SEO Strategy
Reading Time: 7minutes
Keywords play the key role in any SEO strategy. Though, there are many other aspects too that impact SEO ranking, such as website loading speed, inbound links, and more, yet determining the right keywords matters a lot. No matter, how great other factors may work, unless the right keywords are used in the strategy, all the efforts will be in vain.
There are usually four types of intent associated with keywords, such as:
Informational Intent
Keywords with an intent of informing and educating are used in the content meant for the visitor who visit a website or a webpage while on a research on something. At this stage, they are not prepared to jump to any conclusion, and rather look for the right information that may help them take the right decision eventually. But this stage is too premature to trying to compel them to buy anything.
Transactional Intent
The role of keywords with this intent is applicable on both the situations – buying and informational. The reader may or may not be in a buying mood. They may wish to know more about any particular concept, despite being convinced to some extent too. So, these keywords should be wisely chosen, so that they provide information as well as contain the power to convince fully as well.
Navigational Intent
The role of these keywords is pretty defined as they take the user where it intends to reach. They contain name of the brand so that when the person searches with those brand names, they are automatically navigated or taken to the exact page or information they are looking for, about a specific brand. So the content written around these keywords is about specific brands only.
Buying Intent
These keywords are meant to convince the visitor for taking the buying decision. It is understood that they have had performed ample research on any given subject, and that they are ready to take the decision about whether to make the purchase or not. The content written around such keywords intends to develop the need for the person to buy.
Especially for a B2B company, the keywords with buying intent are most crucial for their SEO strategy.
Buying intent indicates that the person has crossed the early stages of gathering information, and is now at the buying stage. So the associated keywords ought to be as specific as possible. These keywords may not be as searched about keywords, and may be on the fingertips of only the relevant audience. So, even you need to search for the keywords that are very specific and aid in conversion, bypassing the unnecessary routes of the sales cycle.
Long-Tail Keywords
The keywords that have more words in them are more specific and therefore cater to the need of being specific to generate the buying need in the user. Such keywords are entered usually by the person who is in dire need of anything and wishes to take the decision soon. It clearly specifies exactly what the user wants.
For example, when the user searches ‘finding a job,’ it gives many ideas and probabilities, such as – the user may be looking for some tips that they can implement while finding a job, it they may even be searching for the ongoing trends that they must be aware about. But when the user searches with a long tail keyword like ‘how to find a job in one week,’ no matter, how vague might it sound, but clearly indicates the intent of the user, according to which, they need the job and are ready to take decision, and so should be landed to the page that gets them what they want.
Similarly, when you just search ‘digital marketing’ is quite a searched term, but when you search ‘digital marketing agency’ then it clearly indicates that you are looking for a company that provides digital marketing services, or you’re looking to hire a digital marketing agency.
Testing the Keywords on Google Ads
Determining the right keywords is not as easy as it may sound, but it would be better if they are tried and tested for assured outcomes. You may have lot many keyword options but being sure if they would convert is what ultimately matters. That’s where the role Google ads comes into play. While creating on-page SEO strategy, you can test these keywords on Google Ads first and determine if they are capable of drawing conversions. This way, you would be pretty sure about the keywords that you choose and of course your strategy too, as it will be based on the right selection.
Keyword Determining Tools
To determine the right keywords with the right intent, you need to perform the keyword research. There are numerous keyword determining tools such as Ahrefs or SEMrush, and many more. These tools quickly fetch a complete list of keywords that are high on buying intent.
Constantly Tracking & Measuring
New keywords or what we call buzzwords keep popping up every now and then. So it’s important to keep a constant track on them, to be able to use them any time. A successful marketer always tries their hands on them to identify strong keywords with the buying intent. Depending upon the demand the keywords can be selected and strategy can be updated.
To market a brand, they should constantly be trying to determine what the prospective customers and existing ones think of them, and should accordingly evolve the marketing strategy. The best way to be on the upstream is, keeping a close watch on what you competitors are doing. Look for the keywords that your competitors may be using, so that you don’t miss on any advantage of smart and innovative strategies.
On Final Lines….
Well, evolution keeps happening in the digital world. What seems fine today may become outmoded tomorrow, and therefore requires a digital marketer to keep adopting the new and trendy, time to time. It can never be – do and forget! You should constantly be performing research, identify and adapt to the change. Change brings range and certainly draws conversions by closing the deals leading to profits.
As one of the leading SEO agencies, we keep a close and constant watch on the latest trends in the world of digital marketing, including the right keyword determination, which forms the base of entire strategy.
Joe leads the company’s strategy development and team building processes to formulate and enact the mission and goals. His strategic decisions involve the commitment of various resources for the fulfilment of goals and purposes of the organization, with a positive impact on its various aspects of growth.
With over 30 years of leadership experience, Joe has lead transformation projects, new business ventures, and execution of change management strategies.
In his previous role in C/C Financial Corp, a start-up financial technology business, Joe served as President & CEO. The start-up was scaled up and acquired by a large publicly traded company.
Joe started PeakFormance Leadership Consulting, a leadership and strategy advisory firm that specializes in helping busy executives develop high-performing team and organizations. His experience and proven strategies have helped him lead organization development projects with Fortune 500 companies as well as small to medium size start-ups.
With a strong passion for leadership, Joe has demonstrated the ability to develop cohesive teams, aligned and collaborative teams that achieve extraordinary results. Joe’s passion for leadership and team-building and vast experience enable him to connect with executive leaders and partner with them to improve performance.
Joe holds a bachelor’s degree in Business Administration from Minnesota State University, and an MBA in Organization Leadership from Walden University. He enjoys spending time traveling, golfing and training for Ironman triathlon competitions.
WILLIAM ANSAH
Head of Africa Operations, Tarika Group
20+ years of professional experience
William Yaw Ansah, Chairman, and CEO, Origin8 Limited in Ghana is an accomplished executive with experience spanning multiple sectors – Publishing, International NGOs, Education, Consultancy, and more.
Most recently, William was appointed as Course Manual Author Monitor for Chartered Institute of Marketing, Ghana. He was also appointed as a Member of the Management Committee, School of Arts, University of Ghana. He is also a Member of the Institute of Directors Ghana, an Accredited Member of the Institute of Public Relations, and a member of the Chartered Institute of Marketers, U.K
Over the years, he has been a mentor and advisor to a number of new ventures in Ghana and has trained several organizations such as SSNIT, Ghana Revenue Authority, Ghana Water Company Limited, National Entrepreneurship and Innovation Programme among others.
William has authored a number of books such as Simple English for Senior High Schools in Ghana, Simple English books for Primary Schools in Ghana, and Simple English books for kindergarten, among others.
William received his Master’s degree in Global Marketing from the University of Liverpool, the U.K, and a Bachelor’s degree in Liberal Arts from the University of Ghana, Ghana. He started his career in Ghana as an Instructor, Consultant, and later management member of Afram Publications, Sahabia Publications, Comland Ghana, Origin8 Limited to mention a few.
SACHIN AGRAWAL
Founder & CEO, Tarika Group
20+ years of professional experience
Sachin has over twenty years of experience managing innovation and development of solutions and optimizing complex business processes; Business & Technology Architecture and Integrations. His proficient leadership and exceptional communication skills, technical expertise, combined with industry experience have delivered extraordinary results for his firm and clients.
Sachin instituted Tarika Technologies to support businesses by implementing a strong process-oriented system and the virtual CIO model, managing a team of offshore and onsite professionals. He performs complete business and technology assessment, advises on Enterprise Architecture and provides solutions for mid to large companies, globally. Under his leadership, Tarika Technologies has acquired several key accounts, providing Enterprise Solutions, Infrastructure Solutions (PaaS, IaaS, SaaS), Software & Web Solutions and Mobile Applications.
In addition, Tarika Technologies provides technology and communications infrastructure set up and has successfully launched several products in the ERP, Communication, Entertainment & Media domains. Today, Tarika stands as a global company with presence in America, Asia, and Africa.
Sachin is the CIO to a leading firm in Bethesda, Maryland USA that provides acquisition support services; and technical advisor to the Crisis Center Hotline located in the state of Maryland in the United States. During his career, he also served as Director of Information Technology at a prestigious infrastructure management firm in the DC area providing IT consulting, infrastructure design and enterprise solutions for small to large corporations all around the mid-Atlantic region, as well as governmental organizations. His innovation in business process has led to a patent with the United States Patent and Trademark Offices for one of his clients.
Sachin’s keen interest in International business has formed key alliances and relationships worldwide apart from just Technology. In recent times, he has partnered with Origin8 Limited, a leading PR & Advertisement firm located in Ghana, extending all the products and services offered by Tarika to the African region. As an integral part of this partnership, Origin8 will be heading the sales and marketing of EBIMS AirWatch in the West African market; a cloud-based ERP solution by Tarika, supporting the needs in the Media industry providing real time strategic planning, monitoring, management of operations, automation of collections and complete digitization of payments through integrations to local payment gateways. He is also the Chief Technology Advisor for Origin8 Limited, driving advanced digital solutions for clients in Ghana; and introducing customized ERP for businesses across West Africa.
His keen interest in international business has formed key alliances and relationships worldwide in areas aside technology. Other areas of his expertise include managing and streamlining business processes, vertically independent Enterprise Architecture, Infrastructure Management, IaaS, PaaS, SaaS, high-level network and systems architecture, design and development capabilities of secure distributed applications for both private as well as governmental organizations.
Sachin holds a Master of Science in Information Architecture with highest honors; a Bachelor’s degree in Electrical Engineering and Associates in Computer Engineering Technology from Capitol Technology University in Maryland, USA. In his leisure, Mr. Agrawal enjoys playing musical instruments and practices Haidong Gumdo, the Korean swordsmanship, as a senior martial arts practitioner. His personal blog can be found at www.sachinagrawal.com.
Thank you for showing interest in downloading our brochure.
You will receive a copy of our brochure in your inbox, shortly.
