We all strive to create strategies that help better match the user’s intent. But have you ever thought of using a complete intent-based digital marketing solution?
These solutions can help drive the consumer’s needs by considering their motivational factors so you come out on top as the best answer to a particular query.
One of the best channels for intent-based marketing is search. You can understand a great deal from the keywords that people use in search queries. You can comprehend the reasons for such searches. SEO and PPC can work better together this way.
To achieve this, you can choose to look for the best SEO and PPC companies online. Such agencies can help you build strategies to best tap incremental benefits and search intent by using SEO and PPC together.
PPC to Fill Campaign Gaps
The basic or common technique to increase your organic presence is by opting to use paid ads. It can help you target those keywords that fail to achieve the top rankings organically with your SEO efforts.
It can also be of great advantage when SEO and PPC work in tandem. A chunk of the PPC budget can turn into savings if your organic efforts are already driving results for you. For example, you may have already snatched better rankings on SERP by appearing on the featured snippet.
Increase Scope
When the intent types are better understood, then you can tap on the different pain points more efficiently. Even when the pain points are differing, two searcher’s intents for similar queries can be the same.
For example, say two consumers are looking for ‘where to buy hand sanitizers.’ One user wants to use it for regular hygiene maintenance, whereas the other user may be looking at it as a protection against germs during the pandemic.
If you know the fact that the personas of the two different queries can have the same intent but a varying pain point, you can target them better with the right SERP coverage for each.
When you consider an organic placement, you can use a listicle-type content that covers the benefits of sanitizer for hygiene. You can also place a call to action button in-text or as a sidebar.
On the other hand, the paid placement can directly talk about the germ-killing action of sanitizers to provide protection during an ongoing calamity. It can be a direct transactional message and link the product page for users to locate.
While both of the routes take the user to the product page with a click or two, the message reaches them differently. You have been able to cater to the needs of both the users and spoken to them directly.
Ambiguous Queries Coverage
When you understand the particular intent behind each query, it can allow you to use SEO and PPC more precisely.
For example, the query ‘Aya Sofya’ can be for several reasons:
- I know Aya Sofya is one of the most renowned architectural marvels of the world and want to visit it
- I’m planning a visit to Turkey and planning to go to Aya Sofya
- I’m doing a project on world-famous structures and want to know about Aya Sofya
The visibility of your results to this query can get improved by opting for PPC as a transactional purpose mostly and organic as informational play.
An Uptick in Local Search Performance
Whenever there is a search query, where Google can detect a local intent, the Map Pack gears into action. In case your business does not have too many reviews, then the chances are you will lose the local raking spot to your competition more often.
It is worth mentioning that the distance of the business from the searcher can also have a great impact on the organic and local performance. When someone searches for a food menu, Google generally shows results of the f&b outlet without a distance. The Map Pack still appears on the screen.
So as we can see, intent-based SEO and PPC can also help build a profile and help you fetch better revenue from the most valuable pages on your site. You can use PPC to support your SEO efforts and cater to the better organic placement of your most valued pages in the future.
You can use SEO data to make the algorithms aware of the varying search intents to improve PPC ad copywriting. Following the above steps, you can also elevate the value of your PPC insights by using performance metrics and keyword research to chart your organic content strategy.