21st July 2017

What is Search Keyword Intent Modelling and why is it important?


We all know by now, the importance of identifying the best, most relevant keywords used in searching online for what your business offers. Many companies do a very thin analysis of keywords but when keyword research and the corresponding landing page can make or break a sale, perhaps a higher benchmark of research is needed to understand who is searching and why?

Search Intent Modelling

Respond to User Intentions

Understanding the user’s intent behind keywords used in search will empower your business to deliver the sought-after content on the right landing pages of your website. With similarities to consumer behaviour modelling, the concept is in developing a full understanding of human and technical processes involved in searching for content.

What is search intent modelling?

Search Keyword Intent Modelling (SKIM) is a unique service to provide more accuracy in linking keywords in search to your most relevant content.

An in-depth analysis of how and why those keywords are used, should influence the design, content and structure of your website’s web pages – and how to offer and present your products or services and supporting information in the most intuitive, relevant way at the correct point in the buying process.

It’s important to make sure the user does not have to work hard to locate the information they need or the right part of a page that is relevant to their needs – as if they do, what should be the stages of a sales funnel, can falter and fail. The extra research and understanding about how searches are conducted, will be useful for creating an effective presentation of the offers, so they exactly match the user’s expectations – their ‘search intent’.

Design Websites Around Search Research

SKIM makes use of research on user personas, keyword research, data analysis, usability testing, paid search keyword testing, traffic and research trends.

The combination of all these lines of research culminates in a more complete understanding of why a search was conducted. This information then can be used in the design of your pages and your information architecture, as well as the way you categorise items for sale or services you are promoting. It’s also helpful for pin-pointing the right kind of terminology to use and for defining your SEO marketing campaign strategy.

Every page on your website should be considered a landing page and every page needs to be ordered in a way to answer key questions for a user navigating the site for the first time. In turn, this kind of approach will ensure your website is in tune with your clients or customers when they search, which will lead to better search rankings and improved website performance.

If you would like to know more about how SKIM can work for your business, please get in touch with us today for more information.

Article by: Tom, Managing Director of Varn Digital Marketing More articles by Tom

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