Finding relevant keywords for your site occupies most advertisers, SEO specialists, companies, and brands who want to increase their online visibility. A good keyword search strategy is indeed at the heart of any successful indexing and notoriety campaign. But finding keywords is not just about search volume , level of competition, suggested bids … or even that good old Google keyword planner! The most important feature of any self-respecting keyword is the intention behind it. Explanations.
Why find keywords based on intent?
In SEO and SEM search marketing, from the point of view of data and statistics, a keyword may seem perfect … But if most research on this term is not related to the activity of your company, then it does not matter. Worth neither your time nor your money. This is why the question of intention is essential to find keywords for your site and your SEO strategy.
What is the impact of a badly targeted SEO intent?
As part of a paying SEM strategy, misdirecting the intent behind a keyword can result in colossal cash losses. Do you have a company specializing in translation for businesses, and you target your content and ads on the keyword “translate”? Of course, you save (and therefore pay) a significant number of clicks, but here it is: these clicks do not turn into sales. Why? Because most people who use the word “translate” in an online search do not look for business translation services. Correct keyword, but wrong intention
In SEO, it’s the same thing. Starting from your list of keywords, you can particularly score with a blog article, generate significant traffic by addressing a popular topic and popular … but without converting your targets! A keyword that does not have the right intention can simply ruin your return on effort.
Intention and indexation
A bad traffic generated by a keyword whose intention is wrong is not only bad news for your sales, but also for your filing strategy on search engines. Why? Because Google and his friends are just dedicated to understanding intent. His algorithms are able to identify content that targets the wrong intention and miss their target audience. Result: you do not appear anyway relevant for this query.
How to identify the intent to find keywords?
The starting question is quite simple: instead of choosing the keywords that seem best and hoping for the best, why not use Google’s algorithms to identify the intent behind your keywords?
To find good- intentioned keywords, learn to recognize:
- Warning Signs: to use our example, on the keyword “translate”, what Google returns first is its dedicated quick translation widget. So you can deduce that this is the number one need for users for this query. And no other result from the first page is dedicated to commercial translation. The main intention behind the keyword “translate” does not correspond to the activities of a B2B translation company.
- And the positive indicators: if we perform a search on “commercial translation”, the first thing that appears is ads. If you want to launch a SEM campaign, this is a good sign: you have competition, but it also means that other companies think that the intention is good enough to launch their own ads on the keyword. Side natural results, it is also the contents related to business translation services that appear in the first place. It’s perfect!
Research Strategy: What is a good intention?
Finally, a “good” intention can mean very different things:
- In SEM, which says intention says (strong) intention to purchase. The search results of the first page on the keyword you are considering must therefore return purchase-oriented devices: product pages, service pages or landing pages oriented lead generation.
- In SEO, to find keywords for your site, it is often wise to target a wide range of terms that indicate interest in your company’s offerings. Even if these keywords do not translate into an immediate purchase, they help you strengthen your brand equity with a relevant audience. In the SERP, if the results of the first page on this query return blog posts or question-and-answer sites dealing with topics directly related to your main offer, then you have a good keyword.
Remember, what Google thinks of a keyword is often what you think about it!