in Internet Marketing by Jeffrey_Smith

Regardless of whether your online marketing campaign utilizes  SEM (search engine marketing) or SEO (search engine optimization), keywords are responsible for translating intent.

Stop Targeting Keywords, Target Search Behavior Instead

Stop Targeting Keywords, Target Search Behavior Instead

Keywords are the words people use when trying to get a point across or more specifically find something. As such, their language is already closer akin to Morse code, whereby using essential connections with rudimentary words connected by context often works more effectively than typing in elaborate sentences full of flowery verbs and adjectives.

Before you optimize your web pages for keywords for keyword sake, take a moment to think about the behavior sponsoring the thought or the impulse to (a) use the web to begin with and (b) the most efficient use of words possible that a person in need would type in.

Many times I have taken the path of least resistance and just used words straight out of keyword research tools and sat back anticipated a deluge of traffic, only to be disappointed due to the fact that the keyword was not ripe with commerce by context alone.

Modifiers are the Fabric of Search Engines

For example, if someone is in pain, then it’s all about relief. Relief can be summarized with additional modifiers such as help, fix or the words stop. By understanding the context of the objective (finding a remedy) and coupling it with search engine / Morse code (to summarize typing time), then key phrases emerge such as stop ear ache pain or stop lower back pain or help alleviate back pain vs. just targeting the keywords ear ache or lower back pain.

It is the same audience, yet the searches that incorporate behavior as a contingent are taking others into account that may use more descriptive keyword modifiers.

Use Modifiers to Target Motivated Buyers

The first advantage a lower threshold of competition and lower competing pages which often translates as less optimization time and the second advantage is emotional modifiers broaden the conversion funnel (since there are people with real intent behind them).

In this scenario, catering to a motivated buyer that is looking for a remedy vs. using a dry keyword root that could have education queries attached allows you to extract the context of commerce whenever possible.

The takeaway is behavior is predictable, educational queries on the other hand can send false positives on analytics. The difference is looking past figurative meanings and learning how to be more pliable and adapt a direct response mentality when positioning your landing pages for conversion.

Additional Keyword Resources

In closing, here are additional resources covering keywords, context, modifiers and intent from the SEO Design Solutions Blog.

Coupled with the right tact, you can transform conversion levels dramatically by making granular changes through augmenting your landing pages targeted keywords.

Being first only matters if a prospect typed in a specific keyword. Each additional in a search query produces a different array of search results.

By being more descriptive and focusing on a broader array of modifiers people use to hone intent, you can target root phrases with high traffic and demand by simply adding selective and relevant modifiers to offset the more generic cookie-cutter keyword-research derived duds (which do not always consider intent as a competitive advantage). 

Read More Related Posts
Keywords Connect the Dots of Intent
Search engine optimization (SEO) revolves around keywords, intent and search behavior. Through understanding motivated buyers, contextual keyword modifiers and search query intent, you can bridge the gap of utility and position ...
READ MORE
What is the Purpose of SEO?
Life is about cause, effect and purpose, search engine optimization and using a search engine are no different. When you take the experience of a normal search into account, it ...
READ MORE
Keywords, Click Throughs and Common Sense
Let's face it, keywords only matter for SEO or PPC, if people actually click them. What occurs next after the post-click is equally as important to make sure they take ...
READ MORE
I Have Design, Now What?
This blog post is continued from my last post, “I Have Call-to-Action…Now What?” In that post, we discussed how SEO and a great call-to-action don’t do much to convert sales ...
READ MORE
The Process of Optimization
Search engine optimization (SEO) is a combination of distinct processes designed to improve search engine placement for your website.  However, what does that really mean when you break it down ...
READ MORE
How to Avoid SEO Over Optimization
Just because you read a few SEO blogs or heard from a friend of a friend of a friend who once heard that changing meta tags is all it takes, ...
READ MORE
Which Types of Keywords are Best for SEO?
One of the most neglected notions about SEO is that most websites gain traction from long-tail and mid tail keywords. Even though you may want to rank for the most ...
READ MORE
Why SEO Link and IP Diversity Matter
Search engines have savvy algorithms programmed to parse millions of documents, links, apply weighting measurements to assess relevance, content popularity, trust and dozens of other holistic metrics in an instant. As ...
READ MORE
Theming Content through Siloing for Higher Search Engine Rankings
Search engine optimization (SEO) is the process of streamlining the content, site architecture and links of a website to produce relevant signals to search engines. These signals of relevance in ...
READ MORE
The Rise and Fall of Rankings
Search engine results and their respective positions rarely stand still. In fact, we know from SEO that search results constantly vary, fluctuate, rise and fall, like the tide endlessly churning ...
READ MORE
Motivated Buyers, SEO and Intent
What is the Purpose of SEO?
Keyword Performance: Clickthroughs and Common Sense
I HAVE DESIGN….NOW WHAT?
The Process of Optimization
How to Avoid SEO Over Optimization
Which Types of Keywords are Best for SEO?
Why SEO Link and IP Diversity Matter
Theming your Content for Higher Search Engine Results
The Rise and Fall of Rankings

About Jeffrey_Smith

In 2006, Jeffrey Smith founded SEO Design Solutions (An SEO Provider who now develops SEO Software for WordPress).

Jeffrey has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and marketing strategies to increase rankings, revenue and reach.

6 thoughts on “Stop Targeting Keywords, Target Behaviors
  1. Caijunjia says:

    Contents of the article you have put it very well, I am from China, SEO, since more than I learn from you.

  2. James says:

    I like to visit your blog and it is have interesting writings about SEO. I have implemented some of your suggestions on my blog. I hope it will increase will my ranking in google.

  3. Gary says:

    Thanks for the tips. I need to add some tweaks to my site.

Comments are closed.