But what does it really mean for a keyword to be high intent, and how can it be leveraged in an SEO strategy ?
In this guide, we'll explore using high-intent keywords in depth.
What does keyword intent mean?
Keyword intent refers to what the user intends to achieve by performing their search on Google, also known as search intent or user intent.
The intent behind a keyword is crucial to optimizing a website. It is, in essence, the key to improving your position on Google.
If an article manages to rank on the first page of Google for a given keyword, but fails to meet users' expectations, they will quickly return to the search results. Google senses this behavior and will begin to push the page down the rankings.
On the other hand, when a page satisfies the search intent better than its competitors, Google ranks it higher.
Three types of keyword intent
In general, internet searches can be classified into three types according to their intent:
Navigational
Informational
Transactional
Navigational searches seek to take the user to a specific website, such as CNN or Amazon.
An informational search looks for data or information, such as the distance between two cities or measurement conversions.
Transactional search, on the other hand, is when the user has the intent to purchase, such as searching for “running shoes” or “TV stand.”
High intent keywords
High-intent keywords, also known as buyer keywords, are typically transactional. This means they indicate that the user is ready to purchase a product or service.
It’s important to note that some transactional keywords show higher intent than others. For example, “buy DSLR camera under $1000” indicates a general purchase intent, while “buy Nikon D7100” reveals a specific intent, as the user knows exactly what they want.
High-intent keywords in local SEO
High-intent keywords are extremely valuable for local businesses.
In local SEO, the goal is not just to attract traffic, but to capture users who are ready to engage or buy. High-intent keywords serve as a guide for these users, helping them find what they need quickly.
High-intent local keywords typically include location-specific terms, targeting people who are actively searching for products or services in a particular area.
With these keywords, businesses can increase their visibility among a relevant audience, which improves conversion rates and return on investment (ROI).
Examples of high-intent local keywords:
“Buy vegan shoes in Medellin”: This search reflects a purchase intent in a specific location.
“Emergency electrician in Bogotá”: In addition to indicating the city, it belize business email list suggests that the user needs service immediately.
“Mexican restaurant with terrace near me for lunch today in Cali”: The user is not only looking for food options, but is planning to visit a restaurant in the near future.
“Affordable wedding stylist in Cartagena”: the user searches for a service in a specific location and at an affordable price.
By strategically integrating these high-intent keywords into local SEO, businesses can capture action-ready leads, driving conversions and business growth.
How to find high intent keywords?
Finding high-intent keywords is essential for SEO, and while it may seem complex, it can be done in a few steps:
Know Your Audience Understand your audience’s needs. What are they searching for when they are ready to buy or make a decision? This will be the basis for your keyword research.
Use keyword research tools Tools like Google Keyword Planner or SEOptimer help you identify high-intent keywords. Keywords with a high cost per click (CPC) typically have strong conversion intent.
Analyze the competition Look at what keywords your competitors are using. If they are successful with certain high-intent keywords, you might consider incorporating them into your strategy.
Go for long-tail keywords High-intent keywords tend to be longer and more specific. For example, “buy black leather office chair” shows a clear purchase intent.
Identify Purchase Words Words like “buy,” “order,” or “hire” are typically high intent, as are those that include specific locations or “near me.”
Monitor and Adjust Once you’ve selected your high-intent keywords, review their performance. If they’re not driving the desired conversions, adjust your approach.
The goal isn’t just to attract visitors, but to engage users who are ready to take action. Focusing on high-intent keywords increases the likelihood of converting visitors into customers.
High-intent keywords in your SEO strategy
To use high-intent keywords in SEO, it’s not enough to include the exact phrases in your digital assets; it’s about capturing the intent behind them and adapting them naturally to the content.
For example, try using a phrase like “best brunch spot near me today” on your site or Google My Business profile.
This keyword may seem forced if used verbatim and could result in oversaturation of terms that ultimately hurts SEO. Instead, it is important to analyze search intent.
This phrase indicates that the person is looking for a good brunch spot, is interested in visiting that same day, and wants a quality experience. Using this information, you can create content that addresses these needs without resorting to rigid keyword stuffing.
Website content
Develop posts about your weekend brunch’s featured dishes, highlighting your specialties. Phrases like “Try the unique brunch at our location” or “Live an unforgettable gastronomic experience with our brunch” help communicate your offer in a natural way.
You could also include the city in your texts so that Google recognizes the location of your business.
