Leveling up keyword mapping with intent — Thomas Johnson // We Buy Any Car

Thomas Johnson, SEO Manager at We Buy Any Car, discusses understanding query intent. When users type queries into a search engine, how can you ensure that your business, product, or service shows up in the search result? Since we can always be sure of the user’s intent, we go through a process of keyword intent mapping to attract the right traffic. Today, Thomas talks about leveling up keyword mapping with intent.
About the speaker

Thomas Johnson

We Buy Any Car

 - We Buy Any Car

Thomas is the SEO Manager at We Buy Any Car

Show Notes

  • 02:54
    What is included in keyword mapping
    Map the keywords from your keyword research with all the pages on your website to help with internal linking. This will help to identify cannibalization as well as any gaps in content.
  • 04:11
    Using keyword mapping as the foundation for site changes
    Keyword mapping is used to understand what each pages purpose is on your website. And, SEOs should be aware of this and be actively engaged in keyword mapping.
  • 05:11
    Building a keyword mapping document
    Keyword mapping documents can take the form of a spreadsheet. They can be done within Excel, or Google Maps and typically contain target keywords, secondary and primary keywords, etc.
  • 05:56
    Bringing intent into a keyword mapping document
    Its really about how you can target prospects and your buyer personas throughout the buyer journey. Essentially, you're trying to target them at each step of that buyer journey.
  • 06:52
    Tools to attribute intent into keyword mapping
    Tools like SemRush already have keyword mapping tools built in. People will also use their intuition to determine which content pieces are transactional versus those that are informational.
  • 08:11
    Trusting your intuition vs the output of the tools
    Start with building your funnel so you can understand what your target persons buyer journey looks like. Then, you can define your own intent or use the tools to do it.
  • 11:11
    Using tools and human intuition together for intent
    You can blend both the tools and intuition together in order to determine intent. Theres also the option of running a query through the SERPs as they will tell you what the intent is generally.
  • 12:14
    Going after ambiguous or broader queries
    Its a better use of your time to create content that is relevant to the broad terms you want to go after. That way Google can see it as relevant and you increase your chances of ranking that way.
  • 14:35
    Use cases for keyword intent mapping
    The data can be leveraged to predict future content.
  • 15:49
    Recommendations on what to include during keyword intent mapping
    Consider search volume and understand that the keywords youll go after should depend on what your objectives are. Understand what your target persona looks like, and define your own intents.

Quotes

  • "Before you start building intent, build your funnel so that you can understand what your persona will be doing, how they will behave online, and what their buyer journey looks like." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "You can use the intent from tools as a hint. And then you can have a query of that or you can go ahead and decide that that's a different intent from your intuition." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "You can run a query through the SERPs. And usually, the SERPs will tell you what the intent is." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "With broader, more ambiguous queries Google is generally undecided naturally because the user is undecided. So, youll have category pages and listicles." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "In the UK we rank one of our clients for the term divorce. How we ranked with that is we wrote a relevant, fresh piece about it being a 50/50 split." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "Long tail keywords have less search volume, but higher intent. The broader keywords have a lot more search volume." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "What if you are an eCommerce business or lead generation, intent is super crucial to what you're doing. So, just because it's low volume, don't sleep on it." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "These tools aren't always accurate. So, it might be saying it's zero search volume. And if the intent seems high, I would create that page and publish that content." -Thomas Johnson, SEO Manager, WeBuyAnyCar

  • "Build personas, understand in detail what your user looks like that you're targeting, and define your own intents. Don't be afraid to do it. Just be consistent." -Thomas Johnson, SEO Manager, WeBuyAnyCar

About the speaker

Thomas Johnson

We Buy Any Car

 - We Buy Any Car

Thomas is the SEO Manager at We Buy Any Car

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