Google itself has long advocated that marketers should look beyond keyword lists if they want to understand their customers better and best tailor their content to those users.
It’s perfectly easy to come up with a list of competitive keywords that your content should include in order to help boost your website’s ranking on the search engine result page (SRP). But simply plugging in these words is not enough. It’s important to think about what customers are really trying to learn about or achieve at the time their fingers are flying across the keyboard with the telltale Google search box in front of them.
Google classifies searches into three buckets:
- Do
- Know
- Go
“DO” refers to the searches people complete when they’re trying to make a purchase, whether it’s booking a flight or replacing their dishwasher. “KNOW” refers to information, such as “lightning and thunder” referring to the fact that people are hoping to understand how these weather phenomena are created or which comes first during a storm. “GO” refers to navigational prompts, such as someone who is trying to land on the Mad 4 Marketing website in order to start a relationship with us. They’re not just looking for background information, they are hoping to reach our site in as few clicks as possible through Google.
However, there are also micro intents. We might understand what someone is searching for but not why.
This means not just understanding that someone is trying to learn that lightning strikes before thunder because the speed of light is faster than the speed of sound… it means realizing that the searcher is located in South Florida, where it’s currently storming, and they might be wondering when the thunderstorm is going to end so that they can head to the beach. It also means recognizing what phase of a sales funnel a person is in when they’re seeking information about a company or product, so that it shows them the most relevant information based on their own awareness level and what their needs are at that moment. And it means sorting results according to desires, like whether someone is searching for a television show because they’re trying to watch it immediately, learn more about the cast, or determining their entertainment options (do I feel like watching a show right now or playing a video game).
The smarter we get about understanding what the searcher really wants, the more niche we can make keywords, enabling the strongest possible presentation of websites to the right people at the right time. That’s true marketing excellence.
So never stop with the first list of keywords generated according to your brand, industry, or offerings. Reach out to the team at Mad 4 Marketing anytime to discuss how our expert insights, regarding your exact customers and clients, can vastly help improve your SEO.
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