Search is an exciting, ever-changing channel.

Algorithm updates from Google, innovations in the way we search (mobile, voice search, etc.), and evolving user behaviour all keep us on our toes as SEOs. The dynamic nature of our industry requires adaptable strategies and ongoing learning to be successful. However, we can’t become so wrapped up in chasing new strategies and advanced tactics that we overlook fundamental SEO principles.

Recently, I’ve noticed a common thread of questioning coming from our clients and prospects around searcher intent, and I think it’s something worth revisiting here.

However, you might not have your own internal research team, leaving you to analyse intent and the impact it has on your SEO strategy on your own. Today, I want to share a process we go through with clients at Page One Power to help them better understand the intent behind the keywords they target for SEO.

Two questions we always ask when clients bring us a list of target keywords and phrases are:

  1. Should your site or page rank there?
  2. What will these rankings accomplish?

These questions drive at intent and force us, and our clients, to analyse audience and searcher behaviour before targeting specific keywords and themes for their SEO strategy.

The basis for any successful SEO strategy is a firm understanding of searcher intent.

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