How Keyword Intent Can Boost Your Conversion

Keyword intent is the most important concept to consider when it comes to keyword research. It allows you to meet the users' needs better and match your content and landing pages to their intentions. The #1 keyword research error that SEO and marketing experts make is not considering intent behind the keyword being used in a search.

With regards to picking the correct keywords for your website, the most important thing to consider is: "What sort of traffic am I attempting to attract to my site?".

SEO experts agree that keyword intent can be separated into three key classifications. Every one of these classes gives information about the searcher and the plan behind their search.

Navigational Intent

Suppose you heard an advertisement on the radio for an up and coming music festival that you are interested in attending. You recall a few details from the advertisement like the name, area, date, or one of the musical acts performing. You may do a Google search like; "Music Festival New Year’s Eve Byron Bay".

Google quickly returns the festival you were looking for – Falls Festival Byron Bay. For coordinators of the Falls Festival, it is critical to rank well in SERPs (search engine results pages) for related search terms.

While navigational purpose hunts may have a low conversion rate (they are probably not going to purchase on the first visit), they are important for informing and providing the first point of contact for people who may purchase tickets at a later date.

Informational Intent

The most common kind of search query comes in the form of ‘informational intent’ lead keywords. Think about the last search that you did on Google, chances are you were looking for information about directions, reviews or maybe you were just looking to settle answer a question between friends.

Informational intent keywords rarely lead to a conversion (initially). If you’re an electronics business looking to generate traffic for your "LCD Television" landing page, chances are you’re going to come across the long tail keyword "What is an LCD TV" at some point in your keyword research. Informational intent keywords are about identifying a problem and providing a solution.

With this in mind, it's a smart thought to utilize your site blog or YouTube channel to respond to a portion of these inquiries and position your business as a "specialist" of the business. Content advertising is a good way to address investigational goal keywords and reinforce marking inside your specialty.

Transactional Intent

For SEO specialists and digital marketing advertisers, value-based aim keywords are the most important keywords. Often referred to as 'purchase intent keywords' these keywords have an exceptionally high conversion rate and are in charge of driving deals for E-commerce businesses. Here are a few instances of words that are frequently included value-based goal phrases:

• Purchase
• Area (explicit to the client)
• Delivery
• Rebate
• Shoddy
• Coupon

The individual utilizing these key expressions are prepared to make a purchase. On the off chance that you can put your item or administration before clients who are utilizing these keywords – there is an exceptionally high shot that they will change over to a deal.

For ecommerce businesses, developing landing pages with transactional intent in mind is an effective way to attract highly-motivated customers.

Liam is an Marketing Specialist with 9 years of industry experience. When he's not scouring the web for the marketing trends, he's walking his 3-year-old Golden Retriever "Ollie".