The piece emphasizes the importance of focusing on user intent when conducting keyword research for SEO using Google Keyword Planner, rather than just considering search volume. It is stressed that the entire volume of a keyword doesn’t necessarily represent the targeted audience, as some users may be searching for information, not shopping. Therefore, understanding the intent behind a keyword can lead to more effective optimization and potentially higher conversions. For example, the term “bark” could refer to either the bark on a tree or the noise a dog makes, both of which could lead to different user intentions and needs.
The article suggests that instead of focusing solely on a keyword, marketers should consider the solutions a user might be seeking based on the intent of the keyword. By doing so, they can build a series of pages that meet these needs, optimizing for the topic rather than just the keyword itself. This approach is more effective than simply stuffing keywords into the copy, headers, and titles.
In addition, the piece advises that creating guides that address the topic can make a website stronger for specific phrases. This is because the topic will encompass the “SEO keywords” and increase the potential pool of traffic based on the entity it ranks for and the solution it provides. The piece concludes by noting