This is a collaborative post.
In the world of marketing and website design, keywords are the biggest thing that you could think of. Without the correct keywords, you won’t be able to push your website into higher ranks on the search engine result pages. Without good keywords, you won’t be able to attract the right customers who are looking for those specific phrases. If you’ve ever done keyword marketing in the last few years, then you’ll know that the algorithm from Google has shifted towards search results that are based on intent.
That means that if you don’t engage in keyword research, you’re going to miss out on a huge range of customers that will just simply go elsewhere. You have to think about the way that you do searches right now, and you have to change the way you think about them.
Building a keyword list based on intent is not easy. It’s an art. If you want to raise the search engine results pages in an effective way, then using intent-based keywords and employing them in your marketing strategy to direct your traffic appropriately is going to take some time. If you want to remain relevant to the modern age of search, using programs such as FATRANK can help you to do it. One misconception is that you have to come up with all of the keywords on your own when really you could try out different keywords and see what kind of keyword, volume and density those keywords have.
Let’s take a look at 15 tips that you need to build an intent-based keyword that’s going to stand the test of time.
1 Interview your target audience before you choose any keywords. You have to know which keywords your audience is using when they find your site. You could be looking at completely the wrong angle because you are looking from inside the box rather than outside it. If you want your pay per click campaigns to be effective, then you need to use terms and phrases that your target market is using. If you are selling sandwiches in a specific location then keywords that are short-tailed such as sandwich plus location need to be adjusted to form long tail ones such as sandwich ingredients plus location. Your target audience will help. Not only will you be able to understand the common linguistics that the audience is using, you’ll be able to build your keywords from those conversations and then revise them as you need to.
2 Make sure that your keyword usage is consistent. There are plenty of keyword tools out there, including the ones on offer by FatJoe. The key to the success of your keywords is not just about the right terms, but where you place them. The keywords have to be consistent throughout your website pages and they cannot be overstuffed, so it’s a very delicate balance for content continuity pre and post click. If you don’t maintain this continuity, people will abandon your site quickly and they will not continue.
3 Eyes on intense signals. The search box used on Google is not necessarily the same one used on your website. So if you do have a search box on your website, take a look at what people are searching for while they are using your pages. You might be able to consider your keyword modifiers. For example, a search for a mobile may perform differently to buying an iPhone. Understanding the keyword volume of the modifiers can help you to grow onto your website the right way and it will ensure that your keywords are being utilized effectively and in the way that the customers are doing it in the first place.
4 Look for low competition keywords. You need to make sure that your keywords are laddering to a benefit or a feature where you have the right to win. Look for areas where competition is low and you’ll be able to raise your organic ranks. If you start to use keywords where the competition is lower, you’re going to find it much easier for your customers to rank.
5 Keep on top of the trends and interests in your field.If you are using Google Trends alongside using your keyword tools, you’ll be able to use real time data as an advantage. Not only will you be able to understand more about what your customers are searching for in the moment as it happens, you can use the data to make sure that you are correlating with high volume keywords. From here you can craft better content that meets the consumer’s interest and drive them further down the funnel that you are looking to use on your website.
6 Lean into keyword research. Do not try to do all of the keyword choosing on your own. Keyword tools were created for that reason and these are going to make a big difference to your experience. You can plan your keywords out effectively and add the right ones to your website as a result but only with the right research done in the first place.
7 Consider the core. Before you choose your intent based keywords, you should make sure that you’ve mastered your core keywords. These are the ones that should be present throughout all of your website and it should be easy to find you on Google as a result. Once you’ve done that, then start the work on the keywords that are based on intent because that will help you to make sure that all keywords are then performing at peak.
8 Qualify your keywords. It’s more important that you spend time on keyword qualification than you do on research. Search Engine optimisation. Marketers become very obsessed with vanity metrics. It’s not just about search volume, it’s about whether or not your website is going to rank for that particular keyword. You could find a keyword with a keyword volume of 6,000 and find that your website ranks less than the top 100. If that’s the case, then you don’t want to be using that particular keyword because it’s not going to serve you any better. This is where you need to do your research and make sure that you are qualifying your keywords along the way.
9 Think about the customer persona. A great thing to do is consider the customer persona when you are choosing your keywords. What do your customers want? What are they trying to achieve with your website? Once you can understand the angle they’re aiming for, you will have a much easier time addressing those needs with the right keywords.
10 Think about the search engine results pages. You need to use your mobile and an outside computer and search for your business using the keywords you believe will work. Being able to see your website from an outsider’s perspective can make all the difference. Paying attention to the search engine results pages and watch how you appear on them. When you do this, you can gain some insight about what your business is doing better than others.
11 Dig deeper into the process. It can be more of an art than a science to do your keyword research, and the key is to approach it as you would an art project. Know what you’re trying to gain from it and what you’re trying to shape with it, and you’ll be able to understand more about your customers as a result. Digging deeper into the process is going to help you with your keyword research and help you to understand exactly what you need to do with your vision. You need to make this more effective and that’s how you do it.
12 Consider optimizing further with A/B testing. Online search advertising can make a difference to your campaign. Not only will you be in a better position to track your campaign keywords, but you’ll be able to leverage your tools to put your business website in a better position.
13 Leverage social listening. The keywords that are super relevant to your community are those that are being used in everyday conversation. If you leverage social listening, you can analyse conversational trends and make sure that you are using those within your keywords. For example, watching videos on TikTok and on YouTube can help you to understand what is being discussed in your industry and you can align your brand the way it should be.
14 Remember your website internal searches. The site search queries on your website are a great place to identify highly intentional search modifiers and keywords. Visitors are already showing intent to purchase through your site, so if you have the right keywords you will be able to improve the way that you are marketing.
15 Choose keywords that are unique to your goals. The keywords that you choose should be unique to the business objectives and goals that you have for engaging your audience. The intent there can be transactional or informational and the keywords will be able to reflect that.
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