As marketers, it’s important to understand that not every user that searches on the internet is ready to buy stuff. By analyzing their search terms, it’s easy to determine their intent.
While it’s important to optimize your website content for purchase intent keywords, it’s just as important to optimize it for information-seeking intent too. After all, all customers don’t always have a purchase in mind right away.
Rather, they may be in the research phase and simply trying to find more information about your product or service before making a decision. Therefore, it’s important to have a website that provides the information they need. This should include sections like product details, customer reviews, FAQs, and pricing information.
Creating content that answers the questions of potential customers will show them that you understand their needs, and can help build trust. As a result, this can help you convert more leads and ultimately, increase sales.
To optimize for information-seeking intent, you can use search engine optimization (SEO) keywords that focus on the research phase of the buyer’s journey. This means optimizing for more generic search queries, such as “how does [product] work?” or “what are the benefits of [product]?”.
By optimizing for both purchase intent and information-seeking intent, you can ensure that your website is able to meet the needs of all of your potential customers. Doing so will help you build a website that appeals to all types of users, making it easier to convert leads into customers.
