Effective Keyword Research Starts with Understanding Search Intent.
If your website is built based on National/Organic SEO, you may be wondering why you can’t get more traffic to your website.
To understand SEO, you must first of all understand search intent.
The term ‘search intent’ simply refers to what the person typing the search term in Google wants to achieve. In other words, ‘why are they searching’?
Do they just want information?
Are they ready to buy?
Smaller businesses ideally want to attract customers when they are ready to buy. Google tries to understand search intent and when it believes the searcher is ready to buy, it will serve up the map pack.
What is the Map Pack?
If Google thinks a local business may offer the best solution, it will deliver the top three Google My Business listings that it thinks has the answer to the search query. This appears on the front page of google below the paid-for ads. There are many factors that determine local ranking but to decide what you want to rank for and optimise your website, you need to understand search intent.
Table of Contents.
1. Informational Searches.
2. Should You Target Informational Searches?
3. Navigational Search.
4. Should You Target Navigational Search?
5. Transactional Search.
6. Should You Target Transactional Search?
7. Commercial Investigation Search.
8. Should You Target Commercial Investigation Search?
9. Note for the Author.
1. Informational Searches.
In the informational stage of a search, the browser is only looking for information. They are unlikely to be related to purchasing anything at all.
- Latest Covid News.
- Most popular colour for cars.
- Is Father Christmas real?
- What time is it in Singapore?
- Convert inches to centimetres
2. Should you Target Informational Search Terms.
Informational search terms are not generally relevant for small businesses. Most of the sites that serve up answers to general popular search terms are heavily used for advertising. They gain the most visibility so have the largest audiences for broad product categories.
If you use Google Ads, this is often where your ads will appear. They will also show up for viewers who have previously visited your website. This is called retargeting. It is not worth designing your own website for this type of traffic as it is too broad and the are is too wide.
3. Navigational Search.
When the searcher is looking for a specific website, they will often use Google search rather than put the website address in the browser. They may have forgotten the exact URL or not be able to spell it. Usually, if the brand is well known, the name is enough to bring the correct website up.
This isn’t always the case, especially when the name is a word that is in general use such as ‘Endurance’.
Other than this, your website at the very least should be optimised for your own business name. If they don’t find you, they may click on someone else’s website if it looks like it may provide what they are looking for.
4. Should you Target Navigational Search Terms.
There may be many navigational search terms that are relevant for you. The names of your competitors, your supplier brands and products that you sell. The problem with navigational searches is that they don’t usually bring up the map pack so you will be competing with websites who have higher domain authority and probably have resources to spend on content.
For instance, if you sell Solidor, Residor or Origin, there is no point in targeting those names as keywords. They won’t show the map pack. However, if there are enough searches to justify the effort, you can target the keyword plus your area, i.e., Solidor Southampton.
5. Transactional Searches.
In a transactional search, the searcher is looking to make a purchase. Google makes this judgement based on the words used. It doesn’t always get it right but some terms are clear.
Buy, where to buy, near me, voucher for. These types of words indicate that the searcher is looking to buy. Adding a location also indicate that the buyer is narrowing down the search. In most cases the map pack will appear.
The map pack will also appear for most product names. The first ranking factor is location so it will offer the nearest option first. Often this isn’t someone who has optimised any better than you. It is just nearer to the searcher.
6. Should You Target Transactional Searches?
Yes, absolutely, this is the area to target. Your first level of keywords is the product types that you sell. Double glazing, doors, kitchens, bedroom, patio doors, etc. From that, the keywords should be developed. Not everyone types in ‘double glazing’. They may type any of the following: Best double glazing, double glazing for windows, double glazing upvc, double glazing wooden, where to buy double glazing plus many others. Google then looks for evidence of websites that can best answer the question.
Ideally, you want as many of those keywords as reasonably possible to appear in your website, your social signals and your Google My Business listing. The more relevant you are, the more likely you are to appear in the map pack.
There is a lot of misunderstanding about ‘being at the top of Google’. Yes, google your business while you are sitting in your office, and you are likely to appear at the top. You can legitimately say you at the top of Google. That alone won’t bring you much business. You want to be at the top as often as possible when potential customers search for something that you sell. That way you can appear on the same screen as your national competitors.
7. Commercial Investigation.
The searcher is in the market for a particular product but may not be ready to buy until some research has been undertaken. They may search terms like the following:
- Triple glazing vs double glazing.
- Most secure front doors.
- Strongest lock.
- Cheapest kitchen.
- Who is cheaper – Hammonds or Sharps?
At this stage, they may not be ready to buy and Google tries to give them the answer to the question. Questions like these do not bring up the map pack.
Although you may have been convinced that you must start blogging to attract this type of query, it’s unlikely that this will bring you any more business. Without the Domain Authority and back links, you are unlikely to be able to compete and appear on the front page. Nor would you want to, as these are national and even international queries and you don’t want to waste your time with enquiries out of your area.
The only way that blogging will work for you is if you target a transactional keyword. Blog posts are also useful for keeping viewers on a site for longer but generally, in the home improvement business, you just want them to see that you can provide what they are looking for and to call or book an appointment.
8. Should You Target Commercial Investigation.
Once a prospective buyer enters a website, if the company has answered the question, they have automatically started the ‘know’ like and trust’ process and you have access to them through cookies placed on their computer.
Companies who target this type of traffic often have a pop-up or attractive box that promises a free no-obligation quote. They will also have clicked ‘accept’ on the cookie bar which means they will be retargeted with Google ads.
They are in the system and are now susceptible to marketing gimmicks. Many of them will make an appointment for that ‘no-obligation’ quote. They may only ask for a brochure but will receive a phone call to persuade them to make an appointment. The sales tactics used play on ‘fear of missing out’ and they will often sign an order at the first appointment without ever seeking another quote.
Note from the Author.
As someone who has worked for several of the national companies as a self-employed designer, I was often sent to appointments where the customer had no intention of buying. These people are often targeted during the ‘commercial investigation’ stage. They were researching, thinking of buying in the future or had asked for a brochure. They had been told I was in the area and it would be no problem for me to ‘pop in’ and give them a quote that would last for 6 months. They fully intended to get 3 quotes but with a conversion rate of over 80%, I always knew I had a great chance of coming out with an order. In my experience, small companies often won’t give customers the time of day unless they are ready to buy. Be a bit more open to giving enquirers the full experience and you may be surprised that they can be persuaded to buy sooner.
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