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(upbeat music) 2

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What is a keyword? 3

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A keyword is simply a search phrase. 4

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For example, if you went over to Google, 5

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and typed in, vanilla ice cream, 6

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the keyword would be, vanilla ice cream, 7

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the entire search phrase, not the individual words, 8

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so not vanilla or ice cream, 9

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the keyword would be, vanilla ice cream, 10

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To be successful in SEO you need 11

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to figure out what your potential customers would 12

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search for in Google to find your website 13

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and the service or product you offer. 14

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If we go back to my previous example of yoga mats, 15

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let's just imagine you have a website which sells yoga mats. 16

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One of the main keywords you would target 17

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would be yoga mats, as that's the main thing 18

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you offer on your website. 19

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Once you know what keywords you want to target 20

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you can then optimize your website 21

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to increase your online visibility 22

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for those keyword searches. 23

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Understanding keyword intent. 24

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Keyword intent, sometimes known as search intent 25

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represents a user's purpose for the search. 26

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For example, if someone goes into Google 27

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and types in, are yoga mats worth the money? 28

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Then from the keyword, we can tell straight away 29

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that this person isn't actually sure 30

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whether they need a yoga mat or not. 31

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As the search phrase says, 32

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are yoga mats worth the money? 33

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So from this keyword intent, we get two things, 34

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we know, one, the person knows about yoga mats 35

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and two, they're not sure whether they need a yoga mat. 36

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If we look at another keyword, such as buy red yoga mat, 37

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we can tell from this keyword 38

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that the search intent is a lot more different. 39

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The person has typed in, buy red yoga mat, 40

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which means they already know that they need a yoga mat 41

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and they've gone even further, 42

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and they actually described the yoga mat 43

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they need, which is a red one. 44

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So if you have a website selling red yoga mats 45

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and someone types in, buy red yoga mat, 46

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then they land on your page showing red yoga mats, 47

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the person is most likely going 48

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to buy one, if the price is right. 49

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However, if someone types in, are yoga mats worth the money? 50

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Then they land on the same page, showing red yoga mats, 51

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the person probably isn't going to buy it. 52

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The person still needs convincing. 53

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Understanding the difference in search intent 54

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will make a massive impact on your SEO campaign. 55

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Essentially, when you understand the buyer intent, 56

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you can make sure that page a person lands on is relevant to 57

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what they typed in and will result in more sales 58

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and a much better user experience.