Step One \u2013 Check the Search Landscape<\/h3>\n\n\n\n
The quickest way to identify a high intent keyword is to look at the search landscape. For instance, take a look at the two searches below. The one on the left is for \u201cstainless steel\u201d. Someone searching for “stainless steel” could have a variety of different intents, which is why the search results provide a broad range of information.<\/p>\n\n\n\n
But what if you were searching for something more specific, like \u201cA286 stainless round bar\u201d? The first search results page wouldn\u2019t likely yield much information that would help you, but the second set of search results would.<\/p>\n\n\n\n
If you were ready to make a purchase, which search results would help you the most?<\/p>\n\n\n\n The first search term is broad and considered to be low intent, meaning that when a user enters that phrase into the search engine, they are probably not planning to purchase right then. They might be researching to find exactly what it is they need. A phrase like \u201cA286 stainless round bar” is a high intent keyword that signals the user knows exactly what they want and are therefore more likely to be making a purchase.<\/p>\n\n\n\n General keywords are important and useful in your content but could end up costing you more money in ad spend with a reduced quality of leads. So, where can you find the keywords that can save money and bring in great leads?<\/p>\n\n\n\n According to Google<\/a>, 15% of search queries that are done each day are unique, meaning they have never been searched before. These unique search queries can often be the specific, high intent phrases that give you the most bang for your buck.<\/p>\n\n\n\n You can find these high intent, low search volume keywords in the Search Query report, found in Google Analytics<\/a>. (From Google Analytics, you click on Acquisition > Google Ads > Search Queries). It\u2019s best to set a wide date range so you can see a larger number of the lower volume search terms. This report defaults to show you the search terms clicked on most often. To find the keywords you want, sort the information by the number of goal completions instead. Now you can see which keywords specifically brought in leads.<\/p>\n\n\n\n The example search query report below is for a business that sells rare earth, alnico and ceramic magnets for industrial applications. Notice the queries with goal completions (or form submissions) are also highly specific. Many include unique sizes, specifications or grades related to the magnets the user is looking for.<\/p>\n\n\n\n When looking at these reports, it\u2019s relatively easy to see which search terms are the most cost-effective. For example, users who are searching \u201cmagnet manufacturers\u201d could be looking for a variety of different things, and are probably not requesting information as often as the users searching for \u201c15mm neodymium rod\u201d. Because of this, the more specific term has a lower cost-per-click but is likely generating a higher quality lead. <\/p>\n\n\n\n The visitors to your site are already showing an intent to purchase. They know what they are looking for and now want to see if you can provide it. By looking at your internal site searches, you can learn a lot about user intent and the search phrases tied to it. You can find this data in your Google Analytics account by going to the Behavior report, then Site Search. <\/p>\n\n\n\n When looking at these search terms, use the B-SMART Method\u00ae<\/a> to identify the high intent keywords. Are there specific brand names mentioned? Do they include specifications, materials or certifications? <\/p>\n\n\n\n Once you have identified these specific, highly intentional keyword modifiers, it\u2019s a good idea to start including them in your paid search keyword strategy. In fact, if you compare your internal site searches with the search queries found in Step Two, you will see a lot of similarities.<\/p>\n\n\n\n When a customer fills out a request for a quote or another form on your site, the questions they ask can tell you a lot.<\/p>\n\n\n\n This form analytics data above was captured using LOOP Analytics<\/a><\/p>\n\n\n\n In the example above, the potential customer mentions a number of attributes including size, grade, quantity and the type of steel they are looking for. All of which are great modifiers for your paid search program that are now linked to intent. The user found the website after searching for “gr 80 steel” and then submitted an inquiry, demonstrating how high intent search queries drive qualified leads.<\/p>\n\n\n\n (Analyzing your incoming phone calls is helpful, too, which is part of why we recommend call tracking<\/a>.)<\/p>\n\n\n\n While user behaviors will always be evolving, the fact remains that the best keywords are the ones your target customers are using. Learning to identify high intent keywords can decrease paid search costs while increasing the opportunity to drive quality leads.<\/p>\n\n\n\n Interested in learning more about how our Team can create a digital strategy fit to your business goals? Whether you are a service provider<\/a>, a wholesale distributor, or a small business<\/a>, we can craft a keyword strategy that fits your budget & helps your business grow!<\/p>\n\n\n\n![\"\"](\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2020\/07\/Stainless-Steel-Search-organic.png\")
<\/a><\/figure><\/li>![\"\"](\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2020\/07\/A286-Stainless-Round-Bar-organic-SERPS.png\")
<\/a><\/figure><\/li><\/ul><\/figure>\n\n\n\nStep Two \u2013 Search Queries <\/h3>\n\n\n\n
![\"Identifying](\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2020\/07\/high-intent-search-queries-700x480.png\")
<\/a><\/figure><\/div>\n\n\n\nStep Three \u2013 Site Search Data<\/h3>\n\n\n\n
![\"Using](\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2020\/07\/identifying-intent-through-internal-site-search-700x287.png\")
<\/a><\/figure><\/div>\n\n\n\nStep Four \u2013 Form Data<\/h3>\n\n\n\n
![\"Using](\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2020\/07\/identifying-user-intent-through-lead-data-700x324.png\")
<\/a><\/figure><\/div>\n\n\n\nHigh Intent Keywords Help Optimize Your Budget<\/h3>\n\n\n\n
\n\n\n\nLet us help your business!<\/h2>\n\n\n\n