Keywords are the backbone of Search engine Optimization as it helps in optimizing the content to appear on the first page of Google. So it is important to plan the right keyword strategy in SEO.
User Intent Based Keywords
Many businesses focus mainly on the keywords and forget to target the user intent. But it is important to target the user intent for the successful keyword strategy. Search evolution has changed a lot and the Google is focusing to provide the best of the web results to the users. So check the video for the Google search evolution over the years.
So it is important to know the intent of the user by knowing the various stages of marketing buying funnel and search query type. Marketing buying funnel involves the stages such as brand awareness which is the initial stage of the product cycle. Conversion is the second stage and refers to when the user is looking to complete the purchase. The third stage is retention when you want to retain the customer and make him the loyal user.
Search query type includes informational, transactional and navigational. Let’s understand each of them with an example. Information based queries are when the user is seeking an information about the product or service. For an e-commerce site, the keyword such as “best running shoes” or more specifically “running shoes for knee pain” can be targeted in the stage of the brand awareness. See the below snapshot.
So try to target keywords for “featured snippet” or “People also ask” in the informational based keywords.
For transactional queries, user is looking to buy the product so target keywords such as-
1.running shoes for men
2.sports shoes online
3. online sports shoes
4.sport shoes price
For navigation queries, user already know brand but searching if the site has the particular type of product he is looking for like-
1.sports shoes Nike
2.flipkart Nike shoes 50 off
3.nike casual shoes amazon
So by knowing the intent of the user in the various stages of buying cycle, keyword strategy can be planned in a better way. Also, use the right keyword research practice to know the keywords.
Everybody wants to be on the first page of Google but the competition to rank is tough. So to compete with other sites, you need to target long tail keywords containing at least four words to rank higher. In addition, target the user intent based keywords as explained above and make the rich headline or title by adding the keywords. Long tail keywords are important for two reasons. First is to identify that what exactly the user is looking for. Second is you can target the specific long-tail keywords to gain the traffic.
So again taking the example of an online shoe store, add keywords like-
1.Running shoes for men
2.best sports shoes for men
3.running shoes for knee pain
4.best running shoes for ankle pain
Check the Long Tail Pro tool to find wide range of long tail keywords with useful data.
For the small business, an addition of local words in keyword strategy is the quickest way to rank on the first page and gain traffic. Also, there are many different niches in an online market. So check out some of the local keywords for different industries-
4.dallas plumbing services
5.plumbing contractors Dallas
6.plumbing contractors Houston
1. Houston law firms
2. law firms Houston
3. best law firms in Houston
4. family attorney Houston TX
5. family lawyer Houston TX
6. Houston accident lawyer
1.Houston texas real estate
2.houses for sale near Houston tx
3.realtor Houston tx
So add these type of local keywords according to your niche and service areas.
Tools for Keyword Strategy
- Long Tail Pro tool
- Google Keyword Planner
So follow this keyword strategy to rank and gain the organic traffic plus conversions to the site.