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SEMrush Blog

How to improve keyword effectiveness: user intent and keyword research tips

SEMrush Blog
How to improve keyword effectiveness: user intent and keyword research tips

These days, Internet users’ search queries are more sophisticated and demand more relevant results - not only from the search engines, but from websites as well. Thus, to meet the need of online searchers, websites need to use a somewhat new strategy in their keyword research. So new keyword research methods should differ from the old methods, and that’s what we are going to talk about in this post.

Break down your keywords into categories

If your target is to attract not just traffic but potential buyers, you need to create content that is both useful and relevant for Internet users. So, you should explore and process keywords more thoroughly when you work with a keyword analysis tool.

Specialists give some tips on how to find keywords. They advise, at the beginning, to list all the types of search queries that users may come up with when searching for your website. Think of what types of queries would arise: searches for products, services, location, or anything else. Having done this, break these groups of queries further into categories according to the keyword type: navigational, informational, commercial and transactional keywords. Give each group of keywords a certain value depending on the potential contribution to your site.

Harmonize landing pages content with the keywords

If you have such a keyword grouping, it will be much easier for your to figure out what types of pages need to be designed to make them a perfect landing pages for the search queries you have chosen. Furthermore, with the all the keywords graded by the value they may bring to your business, you will easily understand what type of searches are of prime interest for you. Importantly, you will also know what kind of content each page should have to be the most relevant and useful to your site visitors.

Make use of long-tail keywords

Many write about how to find long tail keywords and incorporate them in SEO strategy. Indeed, long-tail keywords are generally more specific and help drive to the site more determined users and give better conversions. We advise including in your keyword set long-tail keywords that contain some specific information which indicate users’ intent to buy the product or get the service. Potentially “buying” long-tail keywords would feature product brand, model, and specific geographic location.

If you’re looking to create separate pages for such keywords – for example, a page for a certain gadget model, or the page offering shipping in the certain location – it will boost your chances to get conversions.

Look behind the keywords

A little keyword exploration, as well we knowing some tricks, will definitely help you get more information out of the keywords you choose. Let’s say you find a keyword that goes like this: “juicers online.” In most cases, the word “online” indicates that the user is looking for not just the information about this product online, but they’re actually aimed to find the online store which sells it.

Another example is “DC extension cord 25 feet” – this means searchers are on some of the latest stages of buying as their search query is very specific. Similarly, very close to the buying point are those who type in queries such as “dual case for iPad2 free shipping.”

Summary

In order to improve the quality of your keyword set, you should carry out some website keyword analysis during the keyword research process. You can group the keywords according to the user intent and grade them by to their weight and contribution. This way it will be easier for you to create the right content for landing pages. Try to include some specific long-tail keywords which show user’s intent to make purchase. Analyze what kind of user’s intent is hidden in each search query.

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