Match search intent and create pages relevant to your keyword

No matter what type of search query your page is targeting, know that when it comes to choosing a keyword, Google and other search engines want to rank the pages that have the highest likelihood of concluding the searcher’s journey. In the specific case of Google, it wants no additional searches, and it doesn’t want the user to hit “Back” and click on another search result.

When you’re picking a keyword to target, you can get a good idea of what the search intent is from the top 10 results on a SERP. To do this, simply search the term and make a note of whether the page is either an article or a product page. For now, pay attention to only the organic listings and not the ads, which are marked “Ads” to the left, or any SERP features like People Also Ask, images, videos, or local listings.

You’ll have a score such as “9/10 product pages,” and from there you get an understanding of the user’s search intent, which will be to make a transaction. If you’re doing content marketing for your store, you’ll want to look for the majority of the 10 listings to be articles as articles best cater to informational searches.

To further narrow down the search intent, you can get ideas from Google or other search engines. For example, if I’m looking at building a page to target “habanero hot sauce,” I’ll have a look at the “Related searches” box at the bottom of the SERP. In short, this list gives me an idea of what users are expecting to find from their search queries.See more about SEO.

As “habanero hot sauce” is a short tail keyword, if users get to result 10 and still don’t see a listing to click, these pre-populated terms might help get them to the query they’re really looking for but didn’t know how to phrase.

I can make a note of these phrases because some of them are good long tail keywords that I can use while creating my product page with the goal of getting it to rank. I can use them as subheadings, in the product description, or in meta description and title. We’ll dig into how to do this below.