Search intent beats keyword volume

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Keyword Research is Changing—Here’s What to Do Instead

Traditional keyword research is no longer enough. If you’re still focusing on search volume over intent, you might be missing out on rankings and conversions. To win in SEO today, you need to align your content with what users are actually looking for.

How to Adapt Your Keyword Strategy

1️⃣ Analyze SERPs for Intent Clues: Before choosing keywords, study search engine results pages (SERPs) to understand what Google prioritizes. If most results are educational rather than transactional, you might need to shift your focus.

Example: A biscotti brand discovered that searchers were more interested in baking recipes than purchasing. By shifting their content to lower-volume, high-intent keywords, they saw better conversions.

2️⃣ Prioritize Intent Over Volume: Instead of chasing high-volume terms, define 5–6 core search intents that align with your business. Then, target action-driven queries that convert, using content like: Comparison articles, Product guides, Interactive tools.

3️⃣ Use Customer Insights, Not Just AI: AI tools help analyze trends, but real customer conversations provide deeper insights.

• Check chat logs and sales feedback to see how users talk about your product.
• Talk to sales teams to identify the pain points your audience cares about most.

The Bottom Line

SEO success isn’t just about keywords—it’s about understanding intent and delivering relevant content. Next time you see a high-volume keyword, ask: Does this match what my audience really wants? If not, adjust your approach for better results.

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