SEO is understanding what words or phrases (keywords) someone will type into Google to find a topic. That is it in a nutshell. Generally, people do two types of searches. This is called search intent. There are two main types of search intent behind keywords:
- Research intent – when someone is just looking for information, like searching “Achilles tendon pain.”
- Buying intent – when someone wants to purchase a product or service, like searching “Achilles braces” or “podiatrists near me.”
Search Intent: The “Why” Behind the Search
Think of search intent as why someone is typing something into Google. It’s like when you’re hungry—you don’t just open the fridge; you open it because you’re looking for something to eat. In the same way, people have a “why” when they search online.
Types of Search Intent
- Research Intent: The Curious Explorer
- Example: Imagine you’re playing basketball, and your knee starts to hurt. You might type “Why does my knee hurt after playing basketball?” into Google. You’re not looking to buy anything; you just want to know what’s happening.
- SEO Tip: If you’re a sports medicine clinic, you could write a blog post titled “Common Reasons Your Knee Hurts After Playing Basketball.” This way, when someone searches for information, they find your helpful article. Later on, if they need treatment, they might remember your clinic.
- Buying Intent: The Ready-to-Buy Shopper
- Example: Now, let’s say you have a knee problem and need a knee brace. You might search “best knee braces for basketball players.” You’re ready to make a purchase.
- SEO Tip: If you sell knee braces, ensure your product page is optimized for keywords like “best knee braces for basketball players.” Include customer reviews, sizing information, and quick shipping options to make buying easy.
Why Focus on Buying Intent First?
You might wonder, “Why should I focus on buying intent first?” Well, these are the people who are ready to spend money. It’s like having a store and seeing someone walk in with a wallet. You’d want to help them first, right? So, make sure your product and service pages are top-notch.
Don’t Forget Research Intent
Don’t forget about the curious explorers after you’ve got your buying intent covered. They might not buy today, but if you offer them valuable information, they might become customers in the future. So, write those informative blog posts to attract them early in their journey.
Use a lead magnet like a free guide or coupon to convert research visitors into buyers. This encourages visitors to give you their contact info so you can follow up with more information about your offerings.
Focusing on the right search intent keywords will help you avoid wasting time optimizing for terms that don’t drive sales. Start with buying keywords, then expand to research keywords using lead magnets. This will maximize the impact of your SEO efforts.
Put yourself in your customer’s shoes and think of what you would search for if you were 1) researching a problem and 2) what you would search for if you were looking to buy a product. As a savvy SEO business owner, your solution (and company) would appear in both searches.
What tools can be used to find what people are searching for?
Here are some tools that can help you find the keywords people are searching for:
- Google Keyword Planner – Google’s free keyword research tool shows keyword search volume data. It helps you see how often keywords are searched.
- SEMrush – Paid tool that shows keyword search volume and difficulty. Comprehensive for researching keywords.
- Ahrefs – Another paid SEO tool with keyword research capabilities. Shows search volume and keyword difficulty.
- Google Trends – A free tool by Google that shows search trends over time. See how interest in keywords changes.
- AnswerThePublic – A free tool that generates keyword ideas based on common questions people ask. Good for research intent keywords.
- UberSuggest – Free keyword suggestion tool by Neil Patel. It helps find related and long-tail keywords.
- KeywordTool.io – Free alternative to Google Keyword Planner. Provides keyword volumes.
- Search volume tracking tools – Tools like Keyword Surfer and X Business show exact keyword search volumes. Require integration with Google Search Console.
The best approach is to use both free and paid tools. Start with free tools to generate a big list of keywords. Then, use paid tools like SEMrush to refine and prioritize keywords by search volume and difficulty. Please leave a comment on your SEO strategy.
