Keywords reveal intent
The right keywords can help improve your page ranking, sales and copywriting results.
But, have you ever thought about the INTENT behind the keywords people use to find your website…your blog or your copywriting sales page?
What do I mean by ‘intent’?
Here’s a definition…
a sustained unbroken commitment
Hold that thought because that should help improve your online conversions tremendously…
But first let’s check a handful of synonyms for the word ‘intent…’
Many of your web visitors and online prospective clients are all of the above…and more. They have a problem so they jump online and use vague or specific keywords to explore a topic of interest or find specific relevant answers.
They are committed, engaged, enthusiastic and fixed on finding the right answers. Sometimes they KNOW exactly what they are looking for and at other times they are less certain.
Keywords uncover the intent or what the person is looking for. His or her needs. Now needs are not really motivations. I wouldn’t mix the two. Your copywriting will be more effective when you understand the difference…
Your motivation might be… hey, I have a factory full of gadgets and need to fix that damn sales page (or have one produced quickly!) to get those things out the door…so I can pay my rent, cover the overheads, and get those creditors off my back. Oh boy, it’s getting hot under the collar!
The other day I had a meeting with an accomplished lady who runs a corporate events management business. She hasn’t worked with a marketing copywriter yet so the conversation was like ‘look Sandra (name changed) here’s why you need a copywriter.’ Compare that to Chris who wants to improve his on page conversions. He’s used copywriters in the past and can articulate exactly what he is looking for. How do you think he’d define his search? What keywords would he type into the search browser? Probably different to what Sandra would use, right?
Keywords can can give you insight into the thoughts, questions and problems people have or try to find solutions to when visiting your copywriting sales page, blog, landing page or website.
People browse the internet for a reason.
Check your web traffic statistics (I use Google Analytics) to find out what keywords bring traffic to your website. And remember this… keywords reveal intent.
So, pay attention to those little keywords that bring prospective customers through your online door. Every keyword is a conversation. Keywords should help you better understand your web visitors – the purpose behind their visit. Are they ready to buy or do they need more reasons why they should? Or maybe they are in the wrong place!
Keywords can also give you an idea of what kind of demand there is for your various products, what is and what isn’t important to a typical visitor, how your web visitors frame their problems and issues in life and business, and maybe even what new products you should look into creating.
Start looking at keywords as ‘questions’ you need to answer or ‘problems’ you need to solve or ‘objectives’ you need to overcome to improve your online results.