SEMrush Blog

Understanding the user's intent in keywords research

SEMrush Blog
Understanding the user's intent in keywords research

Anybody who tackles website promotion in the search engines knows how important keyword research is for the overall campaign success. But it seems that the user intent aspect is sometimes overlooked even by SEO specialists, so we are going to talk more about this important element and give some tips on how to find keywords for SEO

Importance of understanding keyword research

Ultimately, we create websites solve different types of people’s problems. If during the keyword research stage we understand users’ intent contained in keywords correctly, and pick the right keywords for SEO promotion, our campaign is bound to succeed. In this case, we will create content that will engage the user, solve their problem and as a result the user will be much more likely to become our customer.

What insights can user intent give us?

It helps optimize landing pages and increase conversion rates. If we attentively consider each keyword, taking into account not only monthly searches statistics, but also what kinds of problems the user is actually trying to solve when typing such a query, we can get many hints on what our landing page should look like to meet the user need. In the end, such optimized landing pages will generate higher conversions and better value for the money spent.

It indicates user regional preferences. During keyword research using an external keyword tool, for example SEMrush, we can find some keywords containing a certain state or city in the search query, for example, “yoga classes Manchester.” If a keyword research tool shows a large volume of monthly searches for such a keyword, we can even create a separate page specifically for this region. Since the page will be optimized for this particular location, it will be easier to push it to the top of search results.

It generates new keyword ideas. What we mean by this is that sometimes we shouldn’t be afraid of taking really long-tail keywords in the promotion. The longer the keyword is, the more clearly it shows user intent. For example, “how to do make up.” Usually we would stop at this point and take only this keyword. But if we look deeper into what kind of problem the user is actually trying to solve, we can find a keyword with more obvious user intent. As a result, we will receive visitors with great buying potential.

Some practical advice

1) When researching keywords, always ask yourself these questions: “What do the users want by entering this or that search query?” and “Why have they put the words in this order exactly?” Doing this type of mental work will allow you to come up with keyword ideas that have been overlooked by your competitors, but, in fact, can give you high quality traffic.

2) Remember one tricky point: short keywords with high monthly search volume can have very low converting potential, while less competitive long-tail keywords may yield lots of conversions and will help you outperform your competitors.

3) Don’t be misguided by keywords that have at least two different meanings. For instance, Georgia (the country) and Georgia (the state). Thinking about user intent first before falling for high search volume will go a long way for your business.

To wrap it all up

These days, search engine policy requires more consideration towards the users and to provide an optimal user experience to achieve high rankings. In the light of such a situation, including the user intent element into the keyword research process becomes very important for SEO specialists and useful for online businesses. Go for keywords that show clear user intent and it will help you capitalize on long-tail keywords – make less investments, generate more qualified leads and receive more conversions.

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