How to be ‘Intent’ional in SEO

Why be ‘intent’ional?

Google’s RankBrain• AI the matches vague queries with results• Third-highest factor contributing to a

search resultYou want to target the right audience

Source: http://contentmarketinginstitute.com/2016/04/content-google-rankbrain/?utm_term=READ%20THIS%20ARTICLE&utm_campaign=Creating%20Content%20for%20Google%5Cu2019s%20RankBrain&utm_content=email&utm_source=Act-On+Software&utm_medium=email

RankBrain is, well, thebrain that can answer:

Content Marketing Institute® query: “the name of the fat guy with the beard in the movie with the four guys in Vegas?”

RankBrain pointed the searcher to “Hangover.” BOOM!

Source: http://contentmarketinginstitute.com/2016/04/content-google-rankbrain/?utm_term=READ%20THIS%20ARTICLE&utm_campaign=Creating%20Content%20for%20Google%5Cu2019s%20RankBrain&utm_content=email&utm_source=Act-On+Software&utm_medium=email

In other words, RankBrain understands

INTENT!

What can you do about this?

• Identify your customer – have a persona• Consider what this persona would search• Answer that search through content• Grab attention with topics, keywords and

recommendations

Source: http://contentmarketinginstitute.com/2016/04/content-google-rankbrain/?utm_term=READ%20THIS%20ARTICLE&utm_campaign=Creating%20Content%20for%20Google%5Cu2019s%20RankBrain&utm_content=email&utm_source=Act-On+Software&utm_medium=email

Keywords are still key• Do your keyword research (remember to

use more than Google AdWords™)• Put a bunch of words and phrases (not

just one or two) into AdWords• Choose keywords that match intent!• Let’s take a look at an example ….

Query: Buy coffee beans

• Want to buy

Query: Flavors of coffee beans

• Early stage of buying

• Interest in coffee

Query: Best home coffee techniques

• Wants to learn

• Needs help

• May not be buying

Source: https://moz.com/blog/discovering-prioritizing-best-keywords-whiteboard-friday?utm_source=twitter&utm_medium=social&utm_content=discovering_and_prioritizing_best_keywords&utm_campaign=whiteboard_friday

A search we’ve used• Let’s say you want to write an article about

avoiding home contractor fraud during a home improvement project– ‘Home improvement’ gets 74000 searches: Too

broad! How will you be found?– ‘Insurance fraud’ gets 4400 searches: No! This

is about fraud, but it’s not insurance fraud– We used ‘contractor fraud’: It receives only 140

searches, but it fit the article’s intent perfectly

What if you’re unsure of a keyword?

• Test it!– ‘What is fraud’ gets 3600 searches: The first

page just gets definitions– ‘Questions to ask references’ gets 1000

searches: This is primarily about job references (Google Suggest also included rental, volunteer but no contractor references)

Now get out there and be ‘intent’ional!