A high intent keyword, is one that someone would search for your company with. For my company those span from my brand name ‘Hook Agency’ to ‘WordPress web design‘, and some of them have more ‘search volume’ than others. Meaning if you wanted to make your website rank for one of them, you’d choose the one that had a lot more people searching for it.
- High intent keywords are great to make pages and posts for because your home page can’t rank for everything you want it to rank for.
- High intent keywords for a construction company might be much more specific services that company offers and wants to sell more of, like drywall and installations.
- High intent keywords are probably the single most important concept and going after them should be priority number one when developing a website and especially in an ongoing SEO project.
What’s the next tier down from high intent keywords?
Medium intent keywords are ones where the person might not be looking just yet, but are asking clarifying questions around their intent to purchase at some point in the near future.
- Medium intent keywords are things like “What should my digital marketing budget be for 2016?” “What’s the ideal length for a blog post for SEO?”, “What’s the best CMS for SEO in 2016?“, “What are the best ways to find a web design freelancer in Minneapolis?” and for a non digital marketing situation might be “How much should a 2 acre lawn cost to cut?” “What are the best sushi restaurants in Minneapolis?”, “At what amount of revenue should I hire a CPA?”
- Medium intent keywords are important to sprinkle into your content strategy, because you always want to be in someone’s eyeline about the time they are looking for what you offer. Go on Quora (a online Q&A service) and answer every question you feel is asked from the point of view of a prospective client or customer of your business as a blog post. Make a whole page / post dedicated to answering that question – then give them the summary on Quora and link to your full post.
- Medium intent keyword targets can be in teh form of the question as the title of the post – since that’s how alot of us use Google (remember Ask Jeeves?) Google is the new Jeeves, and is going to be even more so with the new Google Home getting more sophisticated – soon enough it will be able to answer even more contextual questions. Think: OK Google – What’s the closest coffee shop….. ? Answer: Bob’s Java on 23rd and Hennepin. Ok Google – how far is it? [ Bob’s Java is .7 miles away]
- Medium intent keywords will not replace your high intent keyword strategy – they just make it alot easier to continue an ongoing content strategy without coming up with 5 new services every month.