what is search intent and why is it important 51 with timestamps YoutubeScribe.com

[0:00] Welcome to the lesson #5.
[0:02] How to optimize your article for a target keyword
and generate maximum search traffic with it.
[0:07] Here's what we're about to cover:
[0:09] The all-important "searcher intent" and how to match
it with your article;
[0:12] How to optimize your article for a given keyword so
that to make it perfectly-relevant in the eyes of Google;
[0:18] How to squeeze maximum search trafficout of your article;
[0:21] And, finally, how to audit your existing
content and get the most out of it.
[0:25] So let's go!
[0:26] Part 1. What is "searcher intent" and how to match it.
[0:29] In Lesson #3 I said that the Biggest mistake that
keeps bloggers away from getting search traffic
[0:34] is writing articles about things that
no one is searching for.
[0:38] Well, as soon as newbie bloggers learn about
the keyword research and how to identify
[0:41] the total search traffic potential of a certain
topic which we have covered in Lesson #3,
[0:46] they start making their Second biggest
mistake: targeting the wrong keyword.
[0:50] How is that even possible, you may ask?
[0:52] Well... let me share a quick story with you.
[0:55] Once upon a time we received a guest-
post pitch from one of our customers.
[0:59] He wanted to write a post on how to use Ahrefs
for advertising research.
[1:04] We have this Paid search section in Ahrefs'
Site Explorer tool, which shows you the keywords
[1:08] that a target website is advertising for via
Google AdWords.
[1:11] Along with their ads and landing pages, where
they send this paid traffic.
[1:15] And this is what he was offering to cover in his
guest article, along with some nice examples.
[1:20] I thought it would be nice to have a post
on Ahrefs Blog featuring this functionality,
[1:24] so I forwarded this email to my team and asked to
do a quick keyword research & find a good keyword
[1:29] that we could possibly target with that guest article.
[1:31] And they got back to me with a keyword "advertising
research," which has the monthly search volume of
[1:35] 450 searches per month in the US and around a 100
visits from search to some of the top-ranking results.
[1:42] So that's a green light, right?
[1:44] Wrong!
[1:45] By looking at the top 10 ranking pages for
this keyword I can see that they talk about
[1:49] advertising research in general.
[1:51] While the guest article that we were suggested
was going to talk about researching the AdWords
[1:55] Pay-per-Click strategies of your competitors.
[1:58] Which is a very specific and narrow topic.
[2:00] I mean, people who are searching in Google
for "advertising research" are not neccessarily
[2:05] interested in Pay-per-Click advertising specifically.
[2:08] Otherwise, they would Google for "pay-
per-click advertising research", right?
[2:12] So we would make a big mistake if we try to
target the keyword "advertising research"
[2:16] with an article about Pay-per-Click advertising research.
[2:19] That article would not meet the so-called
searcher intent, which Google can easily figure out
[2:23] by looking at how users behave after clicking
on your article in the search results.
[2:28] They would simply bounce if they won't see
what they were looking for.
[2:31] So which search query would be the right one
for that article?
[2:34] I brainstormed a few relevant searches, tested my
assumptions in Keywords Explorer, and got these:
[2:39] "adwords competitor analysis," "pay-per-click
competitor analysis," "pay-per-click competitor."
[2:44] Sure, the search volume on all three of them
is not particularly exciting, but at least they are
[2:49] perfectly relevant to the suggested guest post.
[2:51] And the top-ranking pages for these keywords
do get a little bit of traffic from search,
[2:56] according to Ahrefs.
[2:57] Which I am reminding you is always
an underestimation.
[3:00] Unfortunately, we didn't end up publishing
that article, so I can't show you the results.
[3:04] But at least I have a cool story that illustrates the
importance of targeting the right searcher intent.
[3:09] Way too often newbie bloggers would try to
optimise their article for the keyword with
[3:13] the highest search volume, ignoring the fact
that their article doesn't really match the intent
[3:18] of the people who are searching for that keyword.
[3:20] And while they think they're making a smart
decision, they're actually shooting themselves
[3:24] in the foot, because Google is
pretty smart at figuring out what people want
[3:28] when they search for something.
[3:29] And if your page doesn't give them that,
it won't rank at the top.
[3:33] So, if you have a great article idea, but
there's not much search demand for that topic,
[3:37] don't try to trick Google and optimze it for
something it is not - a broad topic with
[3:42] high search demand.
[3:43] You should pick the most relevant search
query, even if the search volume seems low.
[3:48] At least this way you get a good chance of
actually ranking for that keyword and getting
[3:52] some highly-relevant search traffic.
[3:54] Here's a small exercise, that will help you to
re-confirm that you're targeting the right keyword.
[3:59] Take the draft of your article and send it
to a few friends or co-workers, asking them
[4:04] what it is about.
[4:05] The words that they will use to describe your
article will help you understand what kind
[4:09] of search queries it deserves to rank for in Google.
[4:12] But what if you don't have an article yet?
[4:14] What if you just discovered a cool keyword
and you want to write an article on that topic
[4:18] and make sure it would pefrectly match
the searcher intent?
[4:21] In this case, the best thing you could do
is put yourself in the shoes of people, who
[4:25] would search for that keyword in Google
and ask yourself a few simple questions:
[4:29] What are people looking for when they search
for that keyword?
[4:32] What goal do they have in mind?
[4:33] What is their motivation?
[4:35] What kind of search result would perfectly
satisfy them?
[4:38] In other words, think of the "searcher intent"
behind that keyword.
[4:41] For many keywords it is plain obvious.
[4:43] Like "how to tie a tie" - clearly, people
need an instruction on how to do that.
[4:47] Preferably visual, because it's almost impossible
to explain that with words.
[4:51] But sometimes the searcher intent can be
quite ambiguous.
[4:54] Like the keyword "violas" - it can be a music
instrument or a flower.
[4:58] And if you're unsure about the right searcher
intent for some query, the best thing you can
[5:02] do is put it into Google and see what
comes up.
[5:05] Google has invested years of work and billions
of dollars into figuring out what people mean
[5:09] when they type something into the search bar.
[5:12] And they are actually quite good at it.
[5:13] For "how to tie a tie" they suggest a short video
clip, because their data and use behavior signals
[5:19] showed that this is what the vast
majority of searchers want.
[5:22] And for "violas" Google gives a mix of search
results: some about the musical instrument
[5:26] and some about the flower.
[5:28] This means that the searcher intent for that
keyword is actually two-fold.
[5:32] And there's nothing you could do about it.
[5:34] So that is "searcher intent" in a nutshell.
[5:36] It really boils down to putting yourself in
the shoes of searchers and using logic
[5:40] to understand what would satisfy them.
[5:42] Make sure you always check the search results
for the keyword that you decide to target.
[5:47] If the pages that rank there are entirely
different from what you were going to say,
[5:51] you probably misunderstood the searcher intent
behind that keyword.
[5:54] And once you choose the right keyword for
your article, here's how you optimize for it.

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