Understanding consumer intent when they search online can pay dividends for marketers, but as Alex Whalley (lead image), SEO director at digital marketing agency Tug writes, it is more important than ever to ensure content is aligned to a brand’s purpose….
Whilst we assume doing keyword research is relatively simple, building an effective strategy is often the hardest part of the equation for marketers.
It’s easy enough to throw some core terms into keyword planner and then list the top related keywords with the highest search volume, but without understanding who your audience is and what the intent behind their search queries are, you will just end up with a heap of keywords with a search volume that is only overshadowed by how competitive they are.
Search intent, also known as ‘user intent’, is the main goal a user has when typing a query into a search engine. Common types of search intent include informational, commercial, navigational and transactional.
Search engine users (also known as a marketer’s future customers) don’t search with keywords in mind, they are all about intent. Once you understand customer intent, you have the information you need to attract the right audience through content.
Marketing is all about relationships and the best way to create and nurture a relationship is through relevant content that is helpful, useful, engaging, and informative.
Here is an example of a user’s search intent when users are searching… Tents
Search: “Best tents for...
Read Full Story: https://www.bandt.com.au/understanding-search-intent-in-a-changing-market/
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