Super-specific keywords are your ticket to more traffic, more clicks, and more conversions. High-intent keywords attract users looking for the exact things you have to offer. In this article, we explain why and how to target high-intent keywords.
What is a High-Intent Keyword?
High-intent keywords –– also referred to as long-tail keywords –– are highly targeted search terms that are likely to result in a purchase. Long-tail keywords get their name from their location on the search demand curve. Because these keywords are specific, they fall to the far right of the curve, on the “long tail,” where search volume is low.
When a consumer searches a high-intent keyword, they’re in a position to make a purchase. The more specific the keyword, the higher the likelihood that users know exactly what they want, which means they’re ready to buy.
Why do Long-Tail Keywords Matter for SEO?
High-intent keywords may have low search volume due to their specificity, but their conversion rates are the opposite. Their high conversion rates make long-tail keywords crucial for your SEO strategy.
Long-tail keywords are specific to what you offer, targeting users looking for the products you carry. Because high-intent keywords have low competition, they’re easier to rank for than their high-volume, more general counterparts. So when you can rank for high-intent words, you’re likely to get more clicks than if you had focused on ranking for a less specific keyword.
By the time a user searches precise keywords, they know exactly what they want. That means they are looking to buy. So if you can rank for high-intent keywords, you target an audience that knows what they want; they need to find you to provide that product or service for them.
How to Integrate High-Intent Keywords into Your Content
Now that you know the “what” and “why” of high-intent keywords, let’s talk about the “how.” Knowing how to effectively incorporate long-tail keywords into your posts will help you get noticed by Google and users searching for those terms.
1. Research Your Keywords
To attract your target audience, you must know what they’re looking for, which means conducting keyword research. And these days, you’ve got an arsenal of keyword research tools at your disposal. For example, google’s autocomplete feature and its “Searches related to…” feature at the bottom of each SERP provide new ideas for long-tail keywords to incorporate as well.
Regardless of the keyword research method, keep in mind that you’re trying to work from the user’s point of view. Learn what they want, then choose uber-specific keywords that will land them on your site.
2. Categorize Keywords into User Intent
After you compile a list of high-intent keywords, it’s time to organize them into relevant groupings. Next, categorize your keywords according to user intent and topic. This provides a clear framework for content creation that allows you to include multiple keywords into the same copy organically.
In some cases, you can update published copy to include your new targeted keywords. But if you need to write fresh content altogether, you now have a list of long-tail keywords around which you can create your copy.
3. Write Content that Draws in Users
Now that you’ve done the work of compiling a high-intent keyword list, all that’s left is putting those words on a page.
Your long-tail keywords aren’t the only component of compelling copy. First and foremost, you must create content that engages users. You’re writing to both serve and draw in real people, not Google’s crawlers.
That said, Google wants to make sure they rank content that’s authoritative and useful. So include internal and external links and answer your user’s questions. Then, please provide them with the information they’re looking for before they even have to ask.
When you do all of this while incorporating those high-intent keywords you researched, you’re going to increase traffic to your site, earning yourself more conversions.
Just because high-intent keywords aren’t high-volume, that doesn’t mean they aren’t high-reward. Targeting long-tail keywords pull in users at the end of the buying cycle when they’re ready to make a purchase.