How Do You Determine the Right Keywords for your Search Marketing Strategy?
Running an effective Search Marketing Campaign that delivers traffic to your website – and ultimately leads and sales – is more involved than just coming up with a list of words. Searchers and consumers use different keywords in different search engines and even on different devices over time before making a decision. An effective campaign will appeal to users however they are searching and at whatever stage of the purchasing process they are in.
When we start working with a new client on their Search Marketing Strategy one of the first things to consider is the terms or phrases around which the campaign should be focussed. Often times the client will have a list in mind that they’d like to start working on, other times they will not, either way the goal is the same, they want their site to be found.
It’s important when coming up with our list of phrases/subjects to take into account both the intent and the context of the searchers, so we can be marketing to our ideal customer. Essentially, everyone who types a query into Google’s search bar is looking for something. Regardless of the keywords they use, they have a specific intent. But that intent exists within the context of what they’re doing and what they want or need.
For example, consider 2 people who want to renovate their basement. Their ‘intent’ is to renovate their basement.
Their context may be completely different though. Person A might have an expanding family and is looking to gain extra space. Person B may want to add an entertainment room with home theatre.
Depending on your business, you may specialize in one or other of those types of renovations. In this case, running a search campaign on the term “basement renovations” may get you a lot of traffic, but it may not be relevant to many of the people arriving at your website. A more specific term, closer to your offering will likely bring more real leads and less general traffic.
Both the intent and the context are critically important. If you’re targeting a keyword, you must understand the user intent and the context that’s behind the search.
“1 of 5 queries on Google have never been typed into the search engine before.” – Digital Marketer
So, how do you determine intent and context of your ideal customer?
5 ways to research intent and context for an effective Search Marketing Campaign:
- Sales/Customer Service
- Common Sense
- Customer Avatar
- Intent Based Avatars
- Keyword Research Tools