Discover Search Keyword Intent Modelling | Varn


11 October 2018

Discover Search Keyword Intent Modelling

Search Keyword Intent Modelling, or SKIM for short, is a unique methodology devised by the team here at Varn. Its main aim is to analyse a searcher’s intention, to ensure the journey from keyword to the desired content on a landing page is seamless.

When someone uses a keyword to look for a product or service online, it’s important to try and understand why they use that keyword, who they are and what information, product or service would be most helpful to them for that query. By understanding the answers to those questions, you can design your website and content to have much greater relevance to searches and therefore improve the performance of your website. By doing an in-depth analysis of your keywords, you will be able to improve your keyword strategy and make your website much more effective.

There are a few important things to remember when doing your own Search Keyword Intent Modelling.

Analyse User Intentions

Understand user intent is essential for delivering the right content on the right landing pages on your website. You need to understand what they were trying to discover when searching and why they used specific keywords.  Similarly to consumer behaviour modelling, you need to develop a full understanding of human and technical processes involved in searching for content.

Search Keyword Intent Modelling (SKIM) is a unique service to provide more accuracy in linking keywords in search to your most relevant content. This in-depth analysis of how and why certain keywords are used, should influence the design, content and structure of your website’s webpages.  This in turn will indicate how you should offer and present your products or services and supporting content in the most logical, relevant way and where the correct point is in the buying process.

It is important that the user does not have to work hard to locate the information they need to ensure the sales funnel doesn’t falter. The extra research and understanding about how searches are conducted, will be useful for creating an effective presentation of the offers, so they exactly match the user’s expectations – their ‘search intent’.

Design Websites Around Search Research

SKIM makes use of research on user personas, keyword research, data analysis, usability testing, paid search keyword testing, traffic and research trends.

This combination of research results in a more complete understanding of why a search was conducted. This information then can be used to influence the design of your pages and your information architecture, as well as the way you categorise items for sale or services you are promoting. It’s also helpful for pin-pointing the right kind of terminology to use across your site.

You should view every page on your site as a landing page and each page should be ordered in a way that answers key questions for a user navigating the site.

This approach will ensure your website is in tune with your clients or customers when they search, which will lead to better search rankings and improved website performance.

If you would like to know more about how SKIM and how it can work for your business, please get in touch with us today for more information.

Article by: Tom, Managing Director of Varn Digital Marketing More articles by Tom

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