The Importance Of User Intent In Keyword Research

By Author: MELISSA MERRIAM
Total Articles: 12
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For ages, SEO consultants have been stressing about the value of thorough keyword research. Finding specific keywords for your business website ensures that users looking for your services can discover you. Ultimately, you can easily convert qualified leads into paying customers using metrics.
And the goldmine to identify unique keywords in a niche is Google Search Console. With some creativity and SERP analysis, your SEO company Alberta can find the exact targeted keywords.
However, the key is to focus on long-tail keyword variations, even if they are in low volumes, because they can contribute to thousands of dollars in revenue per month.
Your SEO Strategy Must Match Google Algorithm Updates
Digital marketing and SEO tools are dynamic, and Google comes up with the latest search algorithm to suit users’ query trends.
So, if you still use the old SEO strategy that worked for you in the past few years or even months, your website can fall ...
... down in the search rankings. You should modify your SEO strategy to find the right keywords with patience and generate increased revenues.
Here is one current SEO trend to prioritize if you wish to maintain or improve your Google rankings:
Google’s BERT Algorithm
Google’s new ML-based (machine learning) algorithm BERT (Bidirectional Encoder Representations from Transformers), also uses natural language processing (NLP.) It enables the tool to look for intent matches when a user performs a query.
Currently rolled in over 70 languages, BERT works for almost every keyword phrase in Google English. With this update, search engine bots can better understand what your prospective customers want. Meaning, they have become more conversational and can interpret the intent behind a search, just like the human brain.
Penalty for Content-Intent Mismatches
Google’s BERT update emphasizes using conversational language in your website so that crawlers can understand and index a page better. It is a crucial part of the search engine giant that helps sort websites and pages with respect to the most relevant content.
But there is no algorithmic de-ranking or penalizing of sites if the content doesn’t satisfy user intent. Regardless of how in-depth, long-form or high-quality the articles are, your website will be ignored for having content-intent mismatches.
Instead, BERT will choose another content piece from elsewhere that satisfies the intent behind a search query; but there will be no negative impact on your website rankings.
Optimizing for Google’s BERT
Maintaining a BERT-friendly site with content that matches user intent can help your business in the long term. Hence, publish valuable content focusing on the user intent regularly that can rank high for specific keywords.
Examples of including content formats with search intent:
• Answering frequently asked questions
• Posting how-to videos and tutorials
• Adding a comprehensive list of options
• Displaying user testimonials and product reviews
Search intent can vary with users and the kind of keywords they input. For instance, if someone looks up SEO, they may want to know about the topic and related information. But if a person searches for “SEO company Alberta,” it means they are actively looking to hire someone to optimize their website.
So, the former is an informational keyword, and the latter is a commercial keyword. However, someone inputting a multi-intent keyword like “SEO consultant” could either be looking for a consultant or finding ways to become one themselves.
So, it is advisable to research a keyword before working on creating user-intent content. With these SEO strategies, you can get a higher ranking for your website.
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