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Understanding a Search Engine Visitors Intent
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by Dean Iodice on February 3, 2016
Search engine marketing is a tricky process based on many ever-changing processes. It’s not as easy as deciding you are going to start marketing online, throw a website and expect success. There is quite a bit of thought that must go into it.
The first thing you have to consider is what your goals are. Is it branding, getting more service calls or promoting a product. For most plumbing and HVAC companies, I’m pretty sure it is getting more calls. With that said the first thing you want to do is create a list of all your services and the cities you service. Then do a little keyword research based those lists. In local search marketing, it’s important to be as targeted as possible.
Without going into all the details of how to develop content based on your keyword listings. Let’s jump into what this article about, searchers intent. It’s important to understand what the intent of you website visitors are. You can do this with Google Analytics. Your analytics will show you the keywords searchers are using to find your website. It does block some of those keywords and shows them as “Not Provided”. If a user is searching on Google while logged into their Gmail account Google does not show the keywords they use; it places them in the “Not Provided” category. Googles way of protecting their privacy, whatever that means. For those who are not logged into Google, you get to see the keywords they used to find your website. Believe it or not, there is quite a few of them.
Looking at this list of keywords you will see many in the form of questions or multiple keywords used together to what’s referred to as long tail keywords. This is where we get to understand visitor intent.
Apparently not all searches end in a phone call, as you start to analyze these queries you can begin to get an understanding of what the searcher is looking for. Let’s look at a few.
Whirlpool model Model #: E50R6-45-110 water heater – This could be a couple of different scenarios. The searcher could be price checking this model or comparing it to another type of water heater. This model number based search could go either way. If you find you see a good amount of this kind of search it would be a good idea to develop some content for it. If you resell water heaters and don’t sell Whirlpool models you could write how the model you see is better.
The advantage of tankless water heaters of tank water heaters – This is a good search because the searcher is in a comparison mode. More than likely they are going to be making a purchase in the very near future. This may result in a service call in the next couple of weeks. This is an opportunity to develop content based on this subject. There will be similar search intent all the time on this issue. Because it’s a high ticket search, it would be a good idea to develop maybe even an e-book on the subject and offer it as a free download. You can then capture names and email addresses and put together a follow-up sequence over time.
Emergency Plumber in City – This one is pretty obvious, the user is in an emergency situation and needs someone right away. They are getting a phone number and calling. If emergency services are your thing, then develop content based on emergency situations.
Who is the best plumber in city – This type of searcher is looking for the best most reliable company? They are not price shopping. To capture more searchers like this be sure to show off all your trust factors. Have your customer reviews and any awards or associations you are a part of front and center. Develop press releases and content based on the great service you have performed.
Plumber reviews in city – This search is very similar to #4 maybe even the same search written differently. This customer is looking for a reliable plumber to take care of their problem.
Water leaking by the baseboard – This searcher has a problem in their home and it trying to find out the cause of it. These are pretty common searches people are investigating a problem. You should develop a lot of content based on the symptom. Homeowners don’t know what is the cause of their problems. Yes, they can figure out things like the toilet is overflowing or the faucet drips. It’s rare that you will find searches for repiping your home. To attract these high value searches you have to develop content based on the symptoms. This is very valuable because if you can answer the searchers questions you can get the calls.
How to change a kitchen faucet – This is considered the DIY search. Having content on your site based around DIY is good. It’s wrong to think you don’t want DIY information on your website. In fact, it’s good to have, making your site a source of great information goes a long way. The guy searching for a DIY thing today may be installing a whole house water filter next time and looking for you to do the job. They bookmark and remember your site because you helped them in the past.
Advanced Plumbing Solutions Denver – Company name search is very common. Don’t think that people remember your phone number. Today most people don’t know their mothers telephone number. People keep everything in their cell phones. The may, however, remember your company name and search for it. Or maybe you advertise on TV or the radio, and they search based on your name. Or perhaps a friend gave them your name and they performed a quick search.
These are 8 example of pretty standard searches and their visitor intent. It’s important to keep an eye on this and develop solutions to capitalize on it. Visitor intent is an important part of an SEO campaign and understanding what your customers are searching for, and their intent can either make or break your internet marketing campaign.
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