How to Work with Search Intent Data

In the first instalment of this series, we explored what keyword analysis can look like when examined through the lens of search intent. But if these discussions felt too high-level or theoretical to be practical for your business, don’t worry. In this article, we’re going to get tactical.

While no single approach will be appropriate for all businesses, the general process described below - based on the strategies we use for evaluating the search intent data of Windsorborn clients - should be enough to get you started.

Analyse Your Existing Target Keywords

To start, log into your preferred SEO analytics tool and download a copy of the keywords for which your website ranks highest and from which it generates the most organic traffic. Google’s Search Console is a free solution that’ll provide much of this information. 

Enter each of the queries listed into Google, and have a stab at placing the keyword or keyword phrase into one of the three “do-know-go” buckets. Looking at the results displayed - as we did in our “small business website” example - should provide plenty of clues.

Sum up the number of queries falling into each category. What does this tell you about your company’s current search presence?

• Are you well-balanced in terms of representing each type of query?
• If you are unbalanced, is this in alignment with your business?

For instance, a tutorial site may want to prioritise “know” queries, while a local hair salon in Bronte might choose to invest in ranking highly for “go” keyword targets. 

Extend the analysis further by looking at the type of content you have on each of your ranked pages. How does it stack up against the content that’s ranking well? If, for example, you’re ranking in position 5 or 6 for a “go” keyword with “do” content, you could quickly increase your position by updating your content to suit the search intent.

Expand Your SEO Targets List

You may find, through this analysis, that you have plenty of new SEO to-dos, simply because you need to optimise existing content for new search intents. However, if you’re happy with your current content and search positions, your next step will be to expand your SEO targets list with this new information in mind.

 A few questions to ask, as you grow your target keyword list:

• Do you need to rank for all three types of keywords? If, for example, you have no physical office, you can de-prioritise “go” keyword optimisation.
• Can you use “know” content to fill your sales funnel? Even if you primarily target potential buyers with “do” keywords, adding “know” content can reach them earlier in the sales evaluation process and solidify your position as an authority in your industry.
• Have you considered all possible customer profiles when choosing “do” keywords? Most businesses target multiple personas, and the language each of these personas use to describe your company and its services can be different. Make sure these variations are well-represented in your keyword strategy.

Develop Search Intent Optimised Content

Once you have a list of new and existing keyword to optimise around intent for, use the content that’s currently ranking as a guide for what you’ll need to produce to be successful. If, for example, the websites ranking in the top three for one of your target keywords all have 1,500+ word articles, you could try releasing a 2,000-word article to improve your odds of beating them.

Consider also that there may be opportunities where trying to compete isn’t smart; for example, if the top three competitors are massive companies sharing resources that would be expensive for you to match, yet you only expect to receive a trickle of inbound traffic. Make smart choices about how and where you deploy your resources, and track changes in your rankings to refine your process further based on what’s working and what isn’t.

Keep in mind that none of this is an exact science - and it may seem like an unnecessary extra step in a process that’s already becoming too complicated. But by taking the time to understand how Google is prioritising results based on intent, you’ll be able to produce better content that drives great results, as well as save time on content that isn’t likely to perform.

Are you taking search intent data into consideration when creating content? Get in touch if you want to chat more - windsorborn.sydney