February 26, 2018, posted by iq
Understanding Search Intent: Aligning PPC and SEO
As more people do their shopping online, digital marketing becomes more complicated. Your PPC and SEO strategies should focus on helping your audience simplify their path to purchase and provide them with the information required to buy. The trick is that while it’s not difficult to come up with a list of keywords you’d love to rank for, it is difficult to do so in a meaningful way since your competitors are trying to do the same thing. Because of this competition, it’s essential that you have an understanding of the search intent of your audience.
Understanding search intent is valuable since Google’s algorithm favors efforts to provide value to its users vs. trying to game the system by blindly targeting a keyword. Looking at your PPC and content strategy through this lens will help you increase your ROI and allow you to focus your efforts more strategically.
Keyword data and trends can provide insights into the topics and content types that are important to consumers. However, understanding search intent guides content creation efforts more effectively and helps to identify content types that are engaging and relevant to each particular stage of the journey or funnel.
For more, read our article on Forbes.com, “How to Get Better Results Through PPC, SEO & Content Alignment