Target Thy Customer by Choosing the Right Keyword Search Intent

Understanding Keywords, Their Application, and Their Strategy

An Introduction to Keyword Search Intent

Why It Matters for Digital Marketing Strategies

In digital marketing, especially in areas like PPC and SEO, one of the worst things that you can do is misunderstand the keyword search intent of your target customer. Working a potential customer through the sales funnel, which are the stages they go through when considering buying your products or services, goes deeper than just selling them on benefits and discounts alone. In other words, your keyword strategy and the type of content you present to your audience needs to be aligned with their intention based on where they are along their “customer journey”.

The customer journey simply refers to the different places they will stop along their way to making a decision as to whether or not they will buy from you. These stops can include marketing campaigns like Google Ads and SEO to create awareness of your brand. They can include Social Media and Peer Review Platforms to gather feedback about the quality of your products and services, your reputation as a business, and what it is like to work with your company. It can even take into account nurturing strategies like Google Remarketing and Email Marketing to continue developing the relationship to finally convince them to make a decision in your favor. The list goes on. Many businesses misunderstand that the first interaction is all they need. When in reality, today’s consumer can take up to 5 to 7 touch points before that person converts into a customer.

With keyword search intent in mind, you can leverage a game-changing element in your strategy that can completely alter your ROI trajectory from your marketing campaigns. Targeting the right intent that provides the right content at the right time can move your audience through the process successfully. Mapping out the different stages that a potential buyer goes through on their way to becoming a customer can reduce wasted digital marketing cost too. Once you have mapped out this customer journey, you can begin identifying which keywords are the most relevant at each stage.

Feet Looking for a Direction with Multiple Arrows

Understanding Keyword Basics

What They Are, and Why They Matter

Keywords are simply words and phrases that you can use to promote your business, the products or services you sell, and how you describe the benefit and value of what you offer to your potential customers. A keyword can be a single word like “Plumber” or “Dentist”. Or a keyword can be a phrase, often referred to as a keyphrase, and may be something like “trendy restaurants in Austin” or “tree removal services near me”. Keywords are an integral part of your digital marketing strategy, because it controls who you reach once they click on your ad or website link online.

Including the right keywords in your digital marketing strategies makes it much easier for the right customers to find you. You may be asking yourself, so do I just write down a list of the products and services I offer as a keyword or keyphrase and build a list? The answer is no. While you can make your own list, there are several problems that can arise from this approach. Here are a few top reasons why:

Zero Search Volume Keywords

These are keywords that often produce little to no traffic at all. While some may argue they are worthwhile to target in places like PPC because they are low cost and low risk, these are keywords that you certainly do not want to target in places like SEO. SEO takes time to build rankings and costs money regardless of whether people are searching and clicking on your website. You do not want to make an investment in both money and time only to wind up with a few clicks, if any, at the end of 6 to 12 months.

Irrelevant Traffic

Many keywords can possess multiple meanings. And if you choose keywords that are too generic, or too broad, it will lead to a lot of irrelevant traffic to your website. This not only can contribute to high bounce rates, which can have a negative impact on SEO, but in places like PPC it can be a costly mistake as well. Since you are paying for advertising, spending that money on people who are not interested in your products or services is not a sustainable or wise strategy if leads, sales, and ROI are your priority.

Missed Keyword Opportunities

Humans are not robots, which means we are not programmed to think the same way. How you may search for something online will be different from one person to the next. If you rely solely on your own interpretation of what you do as a business to build your keyword list, then you will miss out on a majority of your target audience. The good news is that you do not have to conduct surveys or ask every customer how they coin the phrase for your product or service. This is where online keyword research tools come in handy!

Teamwork with a Laptop

How to Find the Right Digital Marketing Keywords

In Short: How To Choose a Keyword

When it comes to digital marketing, choosing the right keywords is essential for success. However, with so many keyword options available, how can you know which keywords are right for your digital marketing efforts? 

Here at Allegiant Digital Marketing, we have spent decades developing processes and experimenting with different technologies to create the right formula. Through in-depth consultation and collaboration with our partners, where we identify their goals, perform keyword and competitive research, and a variety of other services, we help our partners determine the best approach. 

But we are not stingy either, so here are at least a few tools that you can explore that can help you out.

Keyword Ideation and Research Resources

There are a multitude of sources that you can use to find the right keywords for your digital marketing strategies. Some are free while others may require a premium (paid) subscription. However, we have several that we are particularly fond of that are great for initial keyword research. Each offering insight into what people are searching for about any product, service, or topic you may be interested in promoting.

There are free tools like the Google Keyword Planner that are great for everyone, especially beginners who are just trying keyword research out for the first time. Here you can upload 10 keyword ideas at a time and it will not only provide you with the popularity (average monthly search volume, competitiveness, trends, etc.) of your keywords but also provide you with suggestions to consider as well. Don’t be surprised if you find your initial 10 keywords come back with hundreds if not thousands of ideas to explore!

This is a great tool for finding all sorts of keywords you may want to target, including long-tail keywords. Ubersuggest offers both a free and a premium option. We have found both incredibly useful in understanding the specific requests that searchers make and which websites lead to relevant search results. That makes it a fantastic option for both competitive and keyword research.

This is a great tool for finding questions that people are asking about a given topic. This tool lists the questions people are searching for a specific keyword or keyphrase, which marketers can use to create content that answers those questions while targeting those keywords and keyphrases. Answer the Public is especially useful for those who utilize blogs as a part of their main digital marketing strategy. It can serve for inspiration for a variety of blog topics and even help you create an entire blog schedule. You’ll always have ideas!

There are also premium (paid) tools like Semrush and the Semrush Keyword Magic Tool. Here you will be able to get much of the same information that is provided in the Google Keyword Planner. However, you will gain additional data and insights that include features like which websites rank for those keywords, topic questions asked by your audience (similar to Answer the Public), which can inspire the content you create to go along with those keywords, and so much more. Best of all, here you can also learn about keyword search intent too!

How to Use Keyword Search Intent on Your Website

SEO Keyword Intent Strategy and Keyword Placement

Using SEO keyword intent strategies to guide your keyword placement and content writing can be a powerful feature incorporated into your website. Think of your website as a sales funnel itself. When people land on your home page, what should your homepage include? What style of content and keywords should be used there? What pathways do you create to the next page that your user should navigate to that will bring them one step closer to converting? These are often questions that are overlooked during the website design and development process that can lead to a nice looking website that never converts website visitors into leads or sales.

Office Workspace with Keywords in Colored Rings

Using SEO keyword intent strategies to guide your keyword placement and content writing can be a powerful feature incorporated into your website. Think of your website as a sales funnel itself. When people land on your home page, what should your homepage include? What style of content and keywords should be used there? What pathways do you create to the next page that your user should navigate to that will bring them one step closer to converting? These are often questions that are overlooked during the website design and development process that can lead to a nice looking website that never converts website visitors into leads or sales.

Website planning is equally important to keyword research and placement. Your website must not only look the part, but also serve a purpose to your audience. Based on their intent and what they are looking for, where they land on your website and how you guide them through the conversion process must be implemented in your website architecture, layout, and navigation. With each piece of content consumed by your audience giving them the suggested action that needs to follow. And because your audience will arrive at various parts of your website at different stages of their journey, each page of your site has to cater to that intent and provide an intuitive way to usher that visitor to the next step.

Google has been very heavily focused on user experience (UX) since inception. This is how they have become the 800 lb gorilla of the search engine world and why nearly every search that happens online takes place on Google. This is especially important in the world of SEO and content marketing on your website. If a user arrives at a web page on your website, leaves, and continues searching for the same thing that brought them to your website in the first place, Google will consider that a negative experience. Because they were unable to find an answer to what they were searching for and decided to keep exploring Google’s Search Results Page (SERP) for other websites to find what they need. This is another reason why targeting the right keywords and SEO keyword intent matters so much. And why your content that supports these keywords must also be relevant, quality, and actionable.

Keyword Search Intent and Tips for Digital Marketing Keywords

For Pay-Per-Click Ads, Social Media, and Email Campaigns

Keywords are not just relevant to SEO and content development – they are also an important part of PPC, Social Media Advertising, and Email Marketing. To create an effective relationship with your audience, you need to communicate with them in a way that is engaging, informative, and personalized. That it is also done in a S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, and Time-Bound) format that solves whatever problem that your product or service can solve for them. Doing this with the right keyword intent and content strategies can turn your digital marketing campaigns into your most profitable source of advertising for your business.

SEO Keywords for Social Media Posts

When optimizing your social media posts, there are a few key things to remember. Firstly, Remember that when people search for something on social media, they often have different intentions than when searching on a search engine like Google. For example, someone might be looking for product reviews on Twitter while looking for peer feedback on Facebook. So keep this in mind when you’re choosing which keywords to target. Secondarily, make sure to include relevant keywords in your posts. This will help your posts appear in search engine results when people are searching for those keywords. Finally, be sure to use hashtags judiciously. Hashtags can be a great way to increase the reach of your posts, but using too many of them can hurt your chances of being found in search results.

Now that you know why SEO keywords are important for social media posts, let’s look at how to use them effectively:

  1. Choose one or two relevant keywords for each post.
  2. Use those keywords throughout the post, including in the title, body, and hashtags.
  3. Find ways to incorporate your keywords that sound natural to the casual viewer. Remember, you’re writing for humans, not robots! So don’t force it.
  4. Don’t forget to post regularly and use various hashtags relevant to your industry.

There is no definitive answer to this question, as the best SEO keywords for social media posts will vary depending on your industry and target audience. However, there are a few general tips that you can follow when choosing keywords for your social media posts. First, make sure to choose keywords that are relevant to your industry and target audience. Additionally, try to choose relatively popular keywords – this will help ensure that your posts appear in search engine results. Finally, don’t forget to post regularly. Consistency is key when it comes to social media SEO.

SEO Keywords for Email Campaigns

There are many benefits to using SEO keywords in email campaigns:

  1. They can help to improve the open rate of your emails. If your email includes relevant keywords that are being searched for by your target audience, it is more likely to be opened and read.
  2. Using SEO keywords can help improve your email campaign’s click-through rate. If your email contains a call-to-action relevant to the keywords, recipients are more likely to click on it.
  3. Using SEO keywords can help improve your email campaign’s overall ROI.

By ensuring that your email is relevant and targeted to your audience, you are more likely to see a positive return on investment.

You can use SEO keywords in email campaigns in a few different ways. First, you can include them in the subject line of your email. This is one of the most important places to use keywords, as it will help ensure your email is opened and read. Additionally, you can use keywords throughout the body of your email, including in the headline, call-to-action, and even in the alt text of images. By using keywords throughout your email, you can help to improve its relevance and make sure that your target audience sees it.

When choosing SEO keywords for email campaigns, selecting ones that are relevant to your products or services and that are being searched for by your target audience, you also want to choose keywords with a high search volume but low competition. This will ensure that as many people see your email campaign as possible without competing with other businesses for attention. Finally, you want to make sure you choose keyword phrases rather than single words. This will help improve your email’s relevancy and ensure that it is not flagged as spam.

There is no set rule for how often you use SEO keywords in email campaigns. However, it is generally best practice to use them sparingly so as not to overload your email with too much keyword stuffing. A good rule of thumb is to use keywords in your email’s subject line, headline, and call-to-action while also sprinkling them throughout the body copy. By using keywords thoughtfully and strategically throughout your email campaign, you can help to improve its overall effectiveness without jeopardizing its chances of being seen by recipients.

If you’re running pay-per-click (PPC) ads, then you know that choosing the right keywords is essential. But how do you choose the right ones? Here are a few tips: – Research, research, research!: The most important thing you can do is take the time to carefully research which keywords are most likely to result in conversions for your business. You can use tools like Google AdWords Keyword Planner and Moz Keyword Explorer to help with this.

Once you’ve chosen some potential keywords, it’s time to put them to the test! First, try running PPC ads with different combinations of keywords to see which ones perform the best. Only by testing will you know which keyword combinations work best for your business.

Don’t forget about negative keywords! These are words or phrases that you don’t want your ad to show up for. Adding negative keywords can help improve your ad’s quality score and save money by ensuring that your ad is only shown to people interested in what you’re selling.

Another thing to keep in mind is that there’s a difference between long-tail and short-tail keywords. Long-tail keyword phrases are more specific (usually longer) than short-tail keyword phrases. For example, “blue widgets” would be a short-tail keyword, while “where to buy blue widgets” would be a long-tail keyword phrase. Which one is right for you? It depends on your business and what you’re trying to achieve with your PPC campaign. A good mix of both long-tail and short-tail keyword phrases is usually best.

Always Be Refining Your Digital Marketing SEO keyword strategy

And How to Do It

If there’s one thing constant in digital marketing, it’s change—including the Google algorithm. Suppose you’re not constantly testing and refining your digital marketing SEO keyword strategy. In that case, you’re missing out on valuable opportunities to improve your website’s visibility and ranking in search engine results pages. What works today might not work tomorrow, so it’s important to stay on top of the latest changes and ensure that your keyword strategy is always up-to-date. Fortunately, there are a few simple ways to test and refine your SEO keyword strategy on an ongoing basis.

Refine Your Keywords

As you continue to test and track your keywords, you’ll inevitably find some that work better than others. You should focus on incorporating these keywords into your digital marketing strategy. Remember to keep testing new keywords to stay ahead of the curve and continue achieving your digital marketing goals.

Research New Keywords

Once you better understand your goals and target audience, it’s time to start researching new keywords to help you achieve them. You can use several different tools for keyword research, including Google AdWords Keyword Planner and Moz Keyword Explorer. Be sure to research short-tail and long-tail keywords so that you can target various searches. 

Update Your Content for New SEO Rules 

As we said, change is a major part of the digital marketing frontier. Likewise, the rules of the game often change completely, and that includes SEO rules. As a result, you’ll need to keep your content updated to avoid falling behind in the rankings. In particular, ensure you’re always up-to-date on Google’s latest algorithm changes. These can have a major impact on your traffic and visibility.

Follow these rules, and you should be able to ensure your long-term SEO success. Even as rules change and develop, you must remain adaptable enough to change with them. With the right keyword search intent and enough effort, you can ensure that your SEO always remains strong.

SEO on Dart Board
BBB Accredited Digital Marketing Agency