Why Intent Matters for SEO and AI. Using keywords in digital marketing seems so easy.
Just take a phrase people are looking for, and then incorporate it into your content- right? If a keyword has a lot of people searching for it, and there isn’t too much competition. surrounding it, then that suggests it’s a good one to target. Couldn’t be easier!
Except smart keywords is use much more nuanced than that.
When using keywords well, means understanding the type of person who searches for those specific terms, why they are looking for them, and what that can tell you about how you should be marketing to them.
One of the biggest ideas to understand here is “intent.” And in a more AI-focused era for Google, this is now more important than ever before.
What is Intent?
Intent essentially refers to the reason someone is looking for something and what action they want to take next Results.
If someone searched for “how to build muscle” it indicates that they are doing their own research and want to learn more about building muscle. But when someone searches for “buy muscle book online” it indicates that they really want to buy the book.
These two people will respond to different types of sales strategies. The first group kindly doesn’t make a website that makes fun of useful content and then force them to buy a book. The second is perfect for a sales page. The conversion rate is likely to be much higher for the latter group.
In many ways, the intent of a search can be more important than the search volume.
Note that the intent can be a very subtle matter and nuanced at times. Search for “fitness apps”, you are probably doing your research. If you’re looking for a “fitness app” you’re probably looking for something to download.
Intent and AI.
The other reason this has become increasingly important is that Google is now more interested in understanding what users are looking for than just looking for matching keywords.
In other words, Google wants users to talk to them instead of typing in static search terms.
At the same time, Google wants to be able to answer questions by crawling the web. Again, this means understanding not only the words and their literal meaning but also the intent that the user has in searching for them.
If you think more about the intent of your articles than just search terms, not only can you potentially improve your conversion rates, but it will also bring your goals in line with Google’s, which can only be a good thing for your SEO.
A bonus concept!
Another point to consider? The type of person and his buyer personality. If the intent is not the primary concern, you need to think about the type of person looking for a particular key phrase. Is this the type of person who fits your target demographic?
5 mistake to avoid in your email marketing campaign. These days, most businesses have an email marketing strategy. However, with more than 294 billion emails sent every day, it is crucial for your business to stand out from the crowd.
The last thing you want to do is spend your time and effort on creating an email campaign only to have your emails go unread.
Here are five mistakes to avoid making with your email marketing campaign.
Sending Your Emails from a firstname.lastname@example.org
Sending your emails from a do not reply or no reply email is incredibly unwelcoming and uninviting. Don’t be shocked if your open rate is low is you send your emails from one of these addresses. You always want to make sure you are sending emails from an address that your customers can reply to if they have issues or questions.
Sending Image Only Based Emails
Only about 33 per cent of email subscribers will have their images turned on by default. This means that nearly two-thirds of your subscribers will not be able to read your email, but instead be faced with a long, empty box. Plus, text-only emails have a 40 per cent higher click-through rate than those that contain only images.
If you do decide to use pictures, make sure that you repeat everything in simple text.
Not Linking to Your Website
The entire goal of email marketing is to get people to click through to your company website. Your email needs to include at least one link that sends subscribers to a dedicated landing page that continues the email message. Similar to marketing campaigns that utilize search engines, you want to create a dedicated landing page for your email campaign, making sure that you include the link in the email.
Using a One-Size-Fits-All Approach
The most effective form of any marketing method is relevance. Your message needs to be relevant to your subscribers. The one-size-fits-all approach no longer works. Being relevant shows that you care about your subscribers. Only 11 per cent of businesses segment their email lists, which makes creating relevant email marketing campaigns a competitive advantage for your business.
Your segmentation can be basic or complex.
By segmenting your list and customizing your message, you’ll have more engaged customers and higher click-through rates.
Fifty-four per cent of all emails are now opened on a mobile device, and 40 per cent of mobile users check their email more than four times a day. If your email campaign isn’t optimized for mobile devices many of your subscribers may not be able to read your message.
Avoiding these five mistakes can ensure that your email marketing campaign is successful. Email is still the most preferred communication channel for most customers, so creating an effective email campaign will help you out-perform the competition.