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How to find consumers’ Search Intent

How to find consumers’ Search Intent

The Google Keyword Planner
TOOLS & SETTINGS > Keyword Planner.
Input your keywords into the Google Keyword Planner to find Ideas, Average. monthly searches, Ad impression share, Top of page bid (low range and high range), Competition (indexed value), Organic average position and Organic impression share.

PAA (People also ask)
PAA (People Also Ask) are sets of questions in relation to the original search query and tend to appear for informational searches.

Look for the most common questions associated with your keywords.

PAA boxes are dynamic. If you click on the caret, more details are appearing and further questions and answers are added to the bottom of the list.

The PAA section is very useful to gauge market interest, a good resource to create content to fit the searches, and a great way of finding what consumers are asking for.

Bear in mind that not all SERPs (Search Engines Results Page) have PAA though.

An example of PAA added questions for the search ‘what is trading and how it works’.

Look at the SERP (Search Engine Results Page) 
Instead of starting with a keyword research tool, look at the search results page and what types of content rank on the top positions.

Search results pages are the best source of information to understand keywords intent of search, and to anticipate consumers’ needs.

Go beyond those traditional searched keywords and consider more conversational phrases, and what keywords consumers use to find your products and services.

Consumers are now searching using natural language which means you must select the right keywords to advertise.

Searches for ‘near me’, ‘what’, ‘when’, ‘how’, ‘why’, ‘who’ and ‘where’ are becoming more common.

Optimise our campaigns for searchers’ needs, intent and queries, and not necessarily for ranking.

Visit the top ranking pages
Search results ranking is based on the most relevant results to the consumers.

One of the best ways to understand Search Intent is to visit the top ranking pages. Analyse their titles, descriptions, if they focus on keywords, engagement, how they explain the content and how long or short their pages are.

What top ranking sites have in common?
– Pages are written for humans and not for search engine bots.
– Good quality content.
– Detailed explanations and examples.
– Pages are not stuffed with searched keywords.
– Good images and visuals.
– Good loading time.
– Mobile friendly.
– Good length.
– Long domain age.

The bid simulator
Select your keyword and click the bid simulator to see performance with different bids.
Normally, the higher the suggested bid and competition, the higher the keyword’s transactional and commercial intent.

Analyse your Search Terms
The Search Terms shows you what consumers have actually typed into the Google search box. We can learn a lot from the Search Terms report.

Keywords > Search Terms.
This is an example of the keyword ‘advanced google adwords’.

I selected that keyword to advertise to consumers who I thought were looking to buy an advanced Google Adwords book.

However, the search terms report indicates that the Search Intent for ‘advanced google adwords’ is different. Most searches show consumers are looking for the ‘Google Adwords Certification’ rather than a book.

It is therefore important to select keywords that address user’s Search Intent.

Analyse your Google Analytics
Look for pages with high bounce rates. A high bounce rate (70% and above) may indicate these pages do not match the users’ Search Intent.

Look for your highest traffic keywords as these should address users’ Search Intent. You can also find these keywords on your Google Search Console.

Extract from my Book ‘Making Google Ads Work’.


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