Your SEO strategy should be guided by search intent.

Consider the following critical question: What’s worse than not ranking on the first page of Google for your desired phrase in the area of search engine optimization (SEO)? I mean, you can’t get much worse than that, right?

Wrong! It’s true that you could do a lot worse.

Investing effort and money to rank on the first page of Google for non-converting keywords is the answer. That’s even worse because SEO is a longer-term investment, so you could squander months or even years pursuing keywords that don’t bring in any money.

I’ll explain a key SEO idea in this article to assist you to avoid that destiny. “Search Intent” is the name of the concept.

2 Main Types of Search Intent

There is something called “search intent” behind every keyword. To grasp search intent, imagine yourself in the shoes of someone looking for the keyword you’re considering for your SEO. Then respond to the inquiry, “What is this person’s true desire?”

You’ll notice that most terms fall into one of two kinds of search intent as you go through this exercise:

  1. Research-intent
  2. Buying-intent

As you might expect, research-intent keywords are phrases that individuals use to perform research on Google. For example, when my Achilles tendon began to bother as my marathon training progressed, I Googled “Achilles tendon discomfort.” I found several articles about the causes and treatments for Achilles tendon discomfort as a result of my search.

The phrases consumers enter into Google to search for products or services to buy are known as buying-intent keywords. It didn’t take long for me to discover that there are items such as Achilles supports and braces, as well as services such as podiatrists. I didn’t require those goods or services, but if I did, I’d look up “Achilles supports” or “NYC podiatrists.” Notice how those two example phrases have significantly higher purchasing intent than my original search for “Achilles tendon pain”?

Now that we have a better understanding of search intent, we can change our SEO strategy accordingly.

Initially, Focus Your SEO on Buying-Intent Keywords

The ultimate purpose of SEO is to increase sales, not to rank higher on Google. With this in mind, it’s ideal to concentrate your SEO efforts on terms with a buying purpose rather than keywords with research intent.

The worst-case scenario with SEO is that you spend time and money ranking your website for keywords that don’t generate any revenue.

This isn’t to say you shouldn’t use research-intent keywords. Ranking for those keywords can still be beneficial, but I recommend concentrating on ranking for the relevant buying-intent terms first. To accomplish this, you’ll optimize your product or service pages to ensure that they’re completely relevant to the buying-intent keywords you want to target.

After you’ve finished optimizing your product or service pages for buying-intent keywords, it’s time to move on to research-intent keywords, which will require a slightly different strategy.

Widen Your Marketing Funnel With Research-Intent Keywords

Targeting buying-intent keywords is simple, as discussed above because all you have to do is improve the relevant product or service page on your website. You’ll almost certainly need to construct new pages to target research-intent keywords. In many circumstances, creating a new area on your website with relevant and interesting articles geared for research-intent keywords in your sector is the ideal option. This could be a separate part (for example, a “Resource Center”) or a traditional blog.

You may easily extend your marketing funnel and catch leads early in the sales cycle by targeting these additional keywords. I didn’t know about all the many Achilles braces and wraps on the market when I was investigating my Achilles tendon problems, for example.

Guess which product I’m more likely to buy if I need more assistance after I finish my research? You guessed it: I’m more likely to buy from the company that provided the useful information I was reading. In other words, by posting content that is optimized for research-intent keywords, you can reach prospects before they even realize they require your product or service.

Of course, there’s a catch in order for this to function…

You Need a Lead Magnet

You’ll need to acquire the contact information of those visitors and follow up with a pitch for your product or service to effectively convert research-intent SEO traffic into sales. If you don’t collect contact information, you risk educating a potential consumer who then goes to a competitor’s website to make a purchase.

The most effective technique to collect contact information is to use a Lead Magnet. A lead magnet is a valuable piece of information, such as a guide or checklist (such as our SEO checklist), or a coupon, that can only be obtained by filling out a form. You can then follow up with extra information about your product or service to try to close the transaction once you’ve gathered the prospect’s email address.

As you can see, the search intent of the terms you want to rank for influences your SEO strategy. To begin, optimise your product or service pages for keywords with buying intent. Then employ a lead magnet to convert researchers into purchasers by optimizing informational websites for research-intent keywords.

Need help with getting your business found online? Stridec is a top SEO agency in Singapore that can help you achieve your objectives with a structured and effective SEO programme that will get your more customers and sales. Contact us for a discussion now.