Taking time to consider the user intent behind searches allows you to better understand the context of the query, such as what the individual is looking for, how far along their journey they are, and even who is searching. This kind of insight should influence everything you write from this point onwards, from the direction of your content, to the tone and language used.
Relevance over volume
Keyword research tools have a tendency to make us lazy. While they might provide you with data, they can’t do the thinking part for you. Rather than just working with the terms with the highest search volumes, there has to be some deeper thought to your keyword research around what kind of terms are likely to bring you the right kind of traffic, as well as be more likely to convert.
For example, if I was writing new content for the Browser Media website, I’ll obviously see that core terms like “SEO” and “search engine optimisation” have the highest search volume, but what I’d do well to remember is that a high percentage of these searches may be people looking for a definition of the term itself. A company owner or marketing head looking to outsource their digital activity is unlikely to simply type “search engine optimisation” if they’re ready to have discussions with an agency.
“SEO agency”, on the other hand, or better yet, “content-led SEO agency”, shows a completely different intent, and is much more closely aligned to our specialism, and therefore more likely to result in a...
Read Full Story: https://browsermedia.agency/blog/why-its-important-to-consider-search-intent-for-keyword-research/
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