As a digital marketer, you do everything correct, yet fail to generate enough conversions. I am sure, you have regularly faced this issue in the past. So, when you have done everything correctly, then what is the possible missing element that stops you from getting the desired conversion rate?
I am sure you are desperate enough to score high on conversions. In this blog, I am going to discuss, why choosing appropriate keywords according to user intent is important in digital marketing.
User Intent is the buzzword today in the Digital Marketing Industry and one of the biggest factors that will make your campaign successful. Therefore, the need of the hour is focusing on user intent.
Now, let’s understand why focusing on user intent is important while finalizing the keywords?
The process starts with selecting the appropriate keywords for your campaign. But, what special care do you take especially when you are running a small budget campaign?
Well, most of us must be using some of the most amazing keyword research tools with Google planner being the most popular one. Isn’t it Correct?
Now, let’s discuss what is the usual process of selecting the keywords, for which you have to take the following steps:-
Now, let’s assume that you have selected keywords based on the above criteria. Additionally, you created a stunning landing page & very engaging ads. You may finally end up getting a good CTR and high-quality score for the keywords, but you may still lose on generating a high conversion rate.
So, although you spent a huge amount of time on finalizing your keyword list, yet you fail to generate good conversions. But the question that arises is WHY when your final objective was Conversions?
Here is the answer to it –
You missed on the user intent.
To understand the low conversion rate, let’s assume you are running ads for an interior designer based in Sydney.
You have a keyword in your list, say – ‘Home Design Ideas’.
Now this keyword surely qualifies to be in the list according to the search volume, relevance etc.
But what are the users intending to do when they search this keyword on Google. Are they necessarily looking for a new interior designer?
NO, NOT Necessarily.
They may be browsing, searching for some good interiors, just to guide their existing contractor on what kind of design do they need.
Possible? Off course yes.
Hence, if this keyword is giving you a high-quality score, because of its relevance and high CTR, this keyword will not be useful to you because of its lower conversion rate. The prime reason behind this lower conversion rate is merely because all the users are not necessarily looking to contact an interior designer. They may simply be searching for some other intended purpose.
You may use these keywords if you have a pretty good fat budget, but it would certainly not be a good idea if you have narrow resources.
Instead, you should opt for a keyword like ‘Interior Designer in Sydney’. This keyword will surely score more in terms of a higher conversion rate. This is because only those Sydney based users will be using this keyword who are looking for Interior designing services in their city.
So, how do you explain User Intent?
The objective of user intent based content is high conversion rate & superior rankings. Also known as search intent, user intent goes beyond keywords or even high-quality content. It has overshadowed individual keywords as a predominant ranking factor and refers to the objective or the intention of an internet user when he or she is typing a keyword in Google’s search box.
WHAT SHOULD YOU DO?
This implies that understanding the user intent is very necessary i.e. what the users are trying to find out is very important for a successful Marketing campaign because Proper Content Strategy based on User Intent will force people to end up as your customer. So, you can expect pretty good Conversion rate.
Internet search always has intent. Whenever a user is searching for some keyword on the web it implies that he or she is searching for something which is significant for him. Therefore, make sure that your content meets the user intent and when it happens, you will witness a surge in traffic. Do not forget the golden rule, “ GOOGLE likes only what the users like.”