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 your pages for mass consumption through tactful conversion copywriting.
Just like a mask, keywords represent the face of quantified intent. If increasing organic search engine traffic is important, you should understand how by using descriptive modifiers and context for keywords, how you can increase an otherwise overlooked motivated buyer from not optimizing your pages to appease how THEY search.
Feed The Hunger
Consumers who use search engines for finding websites are similar to people who are hungry. Whereas, instead of food, they are following impulses in varying degrees to supplement them, like a mental or emotional snack that essentially seeks fulfillment to satiate the desire.
Search Engines are Here to Serve Us
For example, if you want a “Sleek Black Google Android Phone” from a location within 15 miles or a sneak peak at the new “Maserati Gran Turismo”, then no problem… Just like the ultimate concierge search engines are, if they can’t find it from a trusted referral, then they know a site that knows a site that has something just like what you’re looking for.
In short, search engines are there to serve us via accommodating queries from contextual analysis and inverse document frequency (IDF); but there is a human element (that we bring with each search query) that transcends technology as a result of human nature and common sense.
Taking this a step further, we understand the emphasis of urgency and can implement a series of modifiers in our titles, meta descriptions, internal links or backlinks to produce a stemming effect for keywords.
Click Triggers for Motivated Buyers
Keyword stemming means that multiple pages expand in keyword context as a result of the content on the page, the titles and the query used to deliver the reader. Simple modifiers with known swarms of traffic are:
- What Is
- How To
- How Do I
- I Need To
- Should I
- Pricing for
- For Sale
You would be surprised what some people type in as keywords:
- How Do I Update my ssl certificate?
- Should I Change my Cars Air Filter Every 30 Days?
- I Need to Find a Watch Repair Shop
Some people search how they talk. Which means if you haven’t considered this as a chic search method compared to the majority of “Morse code” cut-and-dried two word searches that most people use doesn’t preclude contextual searches as any less significant for conversion.
The point is, contextual long tail searches placate tremendous search volume by their very design. We can discern the urgency or emotion behind the persona of the searcher by observing these traces of search intent.
By taking the time to think about the mindset of the consumer trying to reach your specific product or service, you can come up with other popular modifiers that bring eager consumers bearing credit cards with the intent to purchase.
Supply / Demand, Convenience and Timing
If you have what a consumer wants, when they want it and you have conveyed trust, professionalism and a clear value proposition for them purchasing from you, then the more refined your traffic becomes as a result of selective keyword optimization.
SEO is not just about numbers and driving random traffic, it is about targeting intent and delivering it on as many levels simultaneously through matching landing pages with keyword behavior.
The only thing you need to do is look beyond traditional keyword research tools and identify emotional triggers and catch phrases with significant volume attached.
Just think of ways to jazz up your titles and meta-descriptions. It is the first thing a person sees when skimming the search engine results page and minor or incremental changes here can result in dramatic post-click marketing conversions.
The key is to capture the fleeting intent of a consumer and initiate the post-click marketing when they are in the heat of the search.
Add Zest to Lackluster Copy to Nurture Conversion
Utilizing compelling benefit-rich value propositions and incorporating an emotionally-charged call to action such as:
- How to Increase Landing Page Conversion by 423%
- Double PPC Click-Through Rates with These 3 Easy Steps
- What is Affiliate Marketing?
Are all examples of contextual keyword modifiers that mask user intent… Look beyond keywords to observe consumer intent, then, groom a series of landing pages to take up the slack for targeted searches that most competitors would simply leave on the table (from lack of SEO prowess).
There are no rules to keyword research, aside from finding the sweet spot of conversion. Since its all about matching queries with products and services, don’t be afraid to break away from the pack and devour a niche from targeting contextual conversation (in query form) to increase traction from consumers already eager to purchase.