Keyword Research - Part Two

Understanding User Intent in Keyword Research:

Keywords Research: Shows Intent

Hello and welcome back, Today we are going to see part two of Keyword Research series. if you miss the first part of this series then read first "Importance of Keyword Research"

A lot of optimizers understand that SEO is a numbers game and focus on:

• Rankings Factors.
• Maximum Search volumes.
• Organic traffic levels.
• Onsite changes.

And that is just because these factors are what optimizers are typically judged by. Businesses want to rank higher and see their traffic increasing and, by linking, leads and sales will also improve.

When we take target keywords, there is the trend and appeal to go after those with the maximum search volumes, but much more powerful than the keyword’s search volume is the intent behind it.

Let's suppose, I'm getting ready to purchase a Bike, but if I only search for the word bike, I'm not telling search engine much. It's a very broad word and it could indicate hundred of things. Search engines don't know if I'm interested in a new bike or used bike, buying or leasing, and even the search results are all over the place. This is why staring at a single word or very common words can be deceiving. While the word bike is searched on most of any word in this category, it offers very little in terms of relevance. The search Engine honestly doesn't know what the searcher means with this single-word search. It could be a Heavy Bike. It could be a local dealer. It could be a kid looking for a poster for their room. 

The only way to know the intent is to look for more words, so when someone searches for a low-mileage used Honda bike in Pakistan, now we get the intent. We get the where, what, and the brand, and now, we can work with. The more words used in a search phrase, the more intent that it communicates. 

Another example, search the keyword phrase “buy Motor-bike.” It’s clear that the searcher is in the market to buy a Motorbike whether it would be new or used. On the other hand, someone searching for “how to bake a cake” is looking for an answer (informational).

A modifier is a word that in combination with your core keyword creates your long-tail strategy (definition by Dan Thies)

When you know the intent, you can use those words to optimize, label, and integrate into your content. It begins by producing a seed list of search terms. A seed list is about 10-15 words or long-tail words (more than 3 words) that describe your business. 

In this keyword research series, I'm going to use the example of a site for Nathia Gali Hiking, and I'm going to start my seed list simply by describing the tours, products, and services that they offer. It's mainly hiking, backpacking, biking, and nature tours. 

Think about these words from the viewpoint of the searcher. What are they looking for? Then look at your list and see how the searches progress from simple to lengthy. The sequence shows us how searchers may modify or adapt their search and refine their term in order to get the results they need. The progression will also show you the stages of a searcher's thinking. Start by asking, what non-branded searches bring people to my site? Then, do those searches lead to other searches? In my list, 

I'm starting with a general search, Nathia Gali hiking, and it can lead to many other specific searches. Now I call this the Playland effect. You see, people start by searching for a Playland and that leads to searches about games, characters, what to do, what to see, what's nearby, and other recommendations. One search triggers dozens of other searches during the cycle of that search term.

In this way, work for the needs of your prospect. What needs to triggers their primary search? Is your product that search or is it the result of other searches? 

Here's your homework. Come up with a seed list of 15-20 non-branded keywords that you believe people use to find your website. This is based on their need. How would somebody find you?