Keywords as Buyer Intent – Looking Beyond the Numbers

Do you get the maximum value out of your keyword research? If you’re just looking at the search count, you’re probably overlooking a lot of valuable data.

As Australian SEO specialists, we sometimes lose sight of the big picture when it comes to keyword research. Under pressure to get high rankings in fiercely competitive markets, we can be seduced by the numbers. But by stepping and back and casting a keener eye over the keyphrases, we can learn about the intent of the searchers.

Decoding the Data

Imagine you’re crafting an SEO strategy for a vendor of lumbar pillows. You’ve just got a few hundred search results from the Google Keyword Planner. How would you interpret the following search queries: “lower back pain”, “lumbar pillows for back pain”, “best lumbar pillow deals”?

Clearly, each searcher has a differing objective. The first is an example of an informational keyword. He just wants general background on the topic or he’s starting his online research. He’s not a good customer for us right now but he may become one later. How do we make sure he becomes one?

With such information seekers, we want to educate them about how our product or service can help them. He may or may not have heard about lumbar pillows so we need to create a page optimised for ‘lower back pain’, but focusing on how lumbar pillows can help. He probably won’t buy today, but hopefully he’ll bookmark us for a future visit.

The second search is more focused. Our searcher has become aware of a solution he thinks will work. He’s still browsing but has discovered lumbar pillows, and is wondering if they’ll help with his particular problem. We need to convince him that our solution is just what they’re looking for. What we need is facts, proof and testimonials to confirm this is just what he wants.

The final example is the ‘buyer keyword’. He’s decided he needs a lumbar pillow, and is looking for the most favourable deal. In this case, we need to persuade buyers that out price and service are better than the competition.

Applying the Data

Searchers have varying objectives and each type has to be handled differently. Keyword research can guide you. Armed with these insights, you construct landing pages focusing on each type of buyer. When he arrives on your page, he’ll feel he’s found exactly what he’s looking for.

So the next time you go through your keyword research during your Australian SEO strategy, look beyond the search count and try to divine the intent. Hidden among those phrases are the clue to your whole content strategy and future success.

keyword tool results

About Nathanael Vanderkolk

Nathanael Vanderkolk is the Director of the Smart SEO Company, a SEO Agency in Sydney, Australia. Smart SEO Sydney has a keen awareness of the latest approaches to online marketing. Follow him on , Facebook and Twitter.
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