Quality is not the only success factor in business. The products or services you offer should also align with the client's needs.
That`s how you can resonate and easily convince people to perform your calls to action and increase conversions.
You can identify your audience`s intent by searching the keywords people use to find relevant products or services online. Then create content that persuades them to act.
To facilitate that, you have to be skilled, and that`s what this article will equip you with.
You`ll learn how to Identify your audience`s intent and deliver content that drives conversions.
Do Keyword Research
Keywords define people`s interests. They help know whether the audience is interested in your business or not.
They also enable search engines to match your content with relevant search results.
To know the keywords clients use when searching for products or services relevant to yours, put yourself in their shoes. Then brainstorm various keywords they may use.
If you have a clothing line, for example, you can think of a keyword like
T-shirt for sale
Afterward, type the keyword in the search engine to see how relevant websites created their content using the same keyword.
Then, check the keyword results listed below the search results page and take insights.
Alternatively, you can do an auto-complete/suggest, which entails typing half of the keyword and the search engine will suggest the suffix. Here is a screenshot example of how to do it:
.png "How to do keyword research through autosuggest and know customer intent")
Take ideas from the results, and improve your keyword. If the keyword was “T-shirt for sale,” you can make it
White Japanese T-shirt for sale
Then take the keyword and put it in the keyword research tools to find more details, including
- More keyword suggestions
- Monthly search volume
- Keyword difficulty
The tools will give you the number of searches the keywords get per month, which is what monthly search volume refers to.
You will also get results about how difficult it is to rank for the keyword variations you`ll get.
You can determine keyword difficulty by whether many authoritative websites rank for the keyword.
Keyword difficulty is calculated in the ranges of 0%–100%. A keyword that`s 40% and below is less difficult and easy to rank for.
Therefore, ensure to choose keywords with a low difficult percentage and high monthly search volume.
That will guarantee that your content appears on relevant searches and gets quality traffic.
Some of the best keyword research tools include
Know Keyword Intent
To achieve your content purpose, you should know why people perform particular searches.
You should know if they are looking to learn or buy, which is how you should base your keywords.
Here are the main keywords to consider:
Informational Intent Keywords
Not everyone searches for products or services to buy on the internet; some are looking for educative content. And that`s the informational keywords` purpose.
In this case, people use keywords in searching to learn how to do something. Such keywords use words such as how, what, where, why, who, etc. For example,
- How to cook pizza
- What keyword research means
- Where to find freelance writing clients
- Why Facebook is an effective marketing platform
- Who the best SEO expert is
However, sometimes these words might not be used; the intent is implied in the context of the phrase.
An example is the keyword, “freelance writing”. This can mean that one wants
- To learn how to do freelance writing
- To know what makes a good freelance writer
- To know where to find freelance writers
If you offer trustworthy educational content, it`s easy to convince readers to buy your products and services, too.
Commercial Intent Keywords
Convincing people to purchase your products or services takes a process.
To make the right decision, people first do research that shows an interest in buying in the future. This is called commercial search intent.
To search for such content, people use keywords such as
- The best affiliate marketing courses
- iPhone 14 vs. Techno Phantom 9
- Google Keyword Planner Review
Using such intent keywords in your content increases the chances of attracting more people with intent to purchase.
Commercial intent-based content involves service or product comparisons, reviews, or descriptions.
Transactional Intent Keywords
People use these types of keywords if they want to take action at the moment, which can be buying or subscribing.
Such keywords target specific products or services and the actions people want to take. Additionally, people may write a specific location or offer.
When making these searches, clients use words like purchase, buy, price, offers, cheap, affordable, sign up, register, download, etc. For example,
- Affordable laptops in Toronto
- Free Transcription e-book to Download
- Sign up for a keyword tool free trial
- Buy a durable office table for Freelance writing
- A social media marketing course to purchase
Such keywords entice readers to perform your call to action, hence raising your conversion rate.
Navigational Intent Keywords
If your business delivers value, people will rely on it, meaning they will search for it in case they need the services you offer.
That is what navigational intent refers to—searching for a specific website.
A website can`t appear in the intended searches unless it`s the one targeted.
In these searches, people use website names, such as
To appear in these searches, create content that solves readers` challenges, and they will consider you a source of information. Every time they need information, they`ll refer to your website.
Research the Audience Persona
Even though their interests can be the same, people`s characters differ. If you generalize your content only based on interest, you will alienate others.
You should, thus, divide your audience per their characters. Then target your content to groups with the same characters—that`s what audience persona means.
To facilitate that, consider qualities such as people`s
- Marital status
- Age
- Education
- Hobbies
- Occupation
For instance, if you sell shoes, you can get more profits if you target them per the customers` professions.
So, you will deliver official shoe content to office workers and casual shoe content to casual workers.
To know which audience persona suits your keyword, use audience persona tools, which include
All you need is to paste your keywords in them and search. They will reveal what audience your keywords should target.
When you know your audience persona, ensure to create content that aligns with them.
If your keyword aligns with the official workers e.g. lawyers, for example, use formal language. However, use simple, everyday language for an informal audience persona.
To be more precise, use the exact lingo the audience uses, but be respectful. That is to say, avoid vulgar language.
Conduct Surveys
Surveys help know your clients` likes or dislikes, enabling you to discover your business weaknesses and improve.
For better results, conduct surveys with people interested in your business. That`s how you will get quality answers.
You can send emails to your subscribers asking them about your products or services qualities and how they think you can improve.
Besides, you can use survey sites to conduct interviews.
What`s better, these sites offer survey jobs to niche experts, which helps generate better results.
Based on the answers, you will know your audience`s customer intent (needs) so you can create more valuable services or products.
Some of the survey sites to use are
Serve Your Audience`s Intent and Grow Your Online Business
In online marketing, you cannot succeed by guessing who your clients are or what content suits them.
You have to know what they are interested in, what their persona is, and what their search intent is.
That involves targeting
- Informational intent
- Transactional intent
- Commercial intent
Not only does this satisfy the clients but also enables you to achieve your marketing purpose.
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