State Your Intent…
What is intent? According to the world’s biggest search engine, intent can be defined as, “intention or purpose.” Every time a person enters a search engine, be it Google, Bing or any other, they are there with a purpose. Indeed, as a luxury marketing agency who specialises in web design and SEO our extensive keyword research during the establishing of an SEO campaign allows us to explore actionable insights and keywords to drive targeted traffic to any given website. One of the most important aspects in creating a successful campaign is identifying and categorising the intention within a search and how this can be applied throughout on-page SEO and content. From H-Tags to Alt-tags, copy to UX and menu structure, building a strong foundation within understanding of intent informs every aspect of a search campaign,.
There is intent behind every search…
Did you know that there is an intention behind every search? This in itself is a powerful statement when you reflect upon it. Opening up a wealth of possibilities to businesses, understanding that each search that relates to your business is a new chance to acquire a visitor is very exciting.
What types of intent are there?
Within intent we as a luxury digital marketing agency usually group our keywords and findings around these three concepts:
- Educational - e.g how/what/when/best - best black designer jeans
- Transactional - e.g for sale, buy - black designer jeans for sale
- Research - broader search terms with no particular product or brand in mind. E.g black designer jeans
Each of the above influences the type of content that is created to respond to these ideas. For example, if a searcher is looking for education/information then an article or blog post can serve them well. Likewise, for those further along the sales funnel who are using terms associated with buying (e.g for sale/buy) directing such queres to pages where products or services helps to increase the likelihood of a conversion. Shaping content that responds to the needs and requirements of the search allows a brand or company to be able to create a connection with the potential client and direct them to specific parts of a website or buying experience.
Maximising content to meet needs of searchers
Shaping content that responds to the needs and requirements of the search allows a brand or company to be able to create a connection with the potential client and direct them to specific parts of a website or buying experience. Depending on where the client is along the sales funnel, content can be crafted to create both a brand and transactional experience. For example, a client looking for “best black designer jeans” may respond to an article which details the creation of the jeans that highlights their quality and craftsmanship. Likewise, an article around how to wear and pair said jeans can serve as inspiration for them to return to the site to purchase - retargeting or remarketing here would be very useful. For searches around “buy designer black jeans” a landing page dedicated to the colour, different cuts with strong images and easy purchasing navigation would be the ideal solution.
Understanding the intent behind a search and building strong keywords portfolio and thus content is one of the cornerstones of a strong SEO campaign. For more information about our luxury digital marketing agency and services, contact our team via hello@theluxurymarketingagency.com
