Would you like to inspect the original subtitles? These are the user uploaded subtitles that are being translated: 1 1 00:00:00,280 --> 00:00:02,300 (upbeat music) 2 2 00:00:02,300 --> 00:00:03,960 What is a keyword? 3 3 00:00:03,960 --> 00:00:06,390 A keyword is simply a search phrase. 4 4 00:00:06,390 --> 00:00:08,400 For example, if you went over to Google, 5 5 00:00:08,400 --> 00:00:10,520 and typed in, vanilla ice cream, 6 6 00:00:10,520 --> 00:00:13,040 the keyword would be, vanilla ice cream, 7 7 00:00:13,040 --> 00:00:15,880 the entire search phrase, not the individual words, 8 8 00:00:15,880 --> 00:00:17,860 so not vanilla or ice cream, 9 9 00:00:17,860 --> 00:00:20,700 the keyword would be, vanilla ice cream, 10 10 00:00:20,700 --> 00:00:22,810 To be successful in SEO you need 11 11 00:00:22,810 --> 00:00:24,670 to figure out what your potential customers would 12 12 00:00:24,670 --> 00:00:27,250 search for in Google to find your website 13 13 00:00:27,250 --> 00:00:29,600 and the service or product you offer. 14 14 00:00:29,600 --> 00:00:32,650 If we go back to my previous example of yoga mats, 15 15 00:00:32,650 --> 00:00:35,700 let's just imagine you have a website which sells yoga mats. 16 16 00:00:35,700 --> 00:00:37,390 One of the main keywords you would target 17 17 00:00:37,390 --> 00:00:39,320 would be yoga mats, as that's the main thing 18 18 00:00:39,320 --> 00:00:41,050 you offer on your website. 19 19 00:00:41,050 --> 00:00:43,100 Once you know what keywords you want to target 20 20 00:00:43,100 --> 00:00:45,150 you can then optimize your website 21 21 00:00:45,150 --> 00:00:46,840 to increase your online visibility 22 22 00:00:46,840 --> 00:00:48,950 for those keyword searches. 23 23 00:00:48,950 --> 00:00:50,513 Understanding keyword intent. 24 24 00:00:51,540 --> 00:00:54,250 Keyword intent, sometimes known as search intent 25 25 00:00:54,250 --> 00:00:57,160 represents a user's purpose for the search. 26 26 00:00:57,160 --> 00:00:59,020 For example, if someone goes into Google 27 27 00:00:59,020 --> 00:01:02,090 and types in, are yoga mats worth the money? 28 28 00:01:02,090 --> 00:01:04,850 Then from the keyword, we can tell straight away 29 29 00:01:04,850 --> 00:01:06,340 that this person isn't actually sure 30 30 00:01:06,340 --> 00:01:08,300 whether they need a yoga mat or not. 31 31 00:01:08,300 --> 00:01:09,350 As the search phrase says, 32 32 00:01:09,350 --> 00:01:10,920 are yoga mats worth the money? 33 33 00:01:10,920 --> 00:01:13,650 So from this keyword intent, we get two things, 34 34 00:01:13,650 --> 00:01:16,260 we know, one, the person knows about yoga mats 35 35 00:01:16,260 --> 00:01:19,210 and two, they're not sure whether they need a yoga mat. 36 36 00:01:19,210 --> 00:01:22,810 If we look at another keyword, such as buy red yoga mat, 37 37 00:01:22,810 --> 00:01:24,200 we can tell from this keyword 38 38 00:01:24,200 --> 00:01:26,540 that the search intent is a lot more different. 39 39 00:01:26,540 --> 00:01:29,340 The person has typed in, buy red yoga mat, 40 40 00:01:29,340 --> 00:01:31,650 which means they already know that they need a yoga mat 41 41 00:01:31,650 --> 00:01:32,730 and they've gone even further, 42 42 00:01:32,730 --> 00:01:34,160 and they actually described the yoga mat 43 43 00:01:34,160 --> 00:01:36,010 they need, which is a red one. 44 44 00:01:36,010 --> 00:01:38,130 So if you have a website selling red yoga mats 45 45 00:01:38,130 --> 00:01:40,650 and someone types in, buy red yoga mat, 46 46 00:01:40,650 --> 00:01:42,760 then they land on your page showing red yoga mats, 47 47 00:01:42,760 --> 00:01:43,950 the person is most likely going 48 48 00:01:43,950 --> 00:01:45,940 to buy one, if the price is right. 49 49 00:01:45,940 --> 00:01:48,810 However, if someone types in, are yoga mats worth the money? 50 50 00:01:48,810 --> 00:01:51,220 Then they land on the same page, showing red yoga mats, 51 51 00:01:51,220 --> 00:01:53,080 the person probably isn't going to buy it. 52 52 00:01:53,080 --> 00:01:55,140 The person still needs convincing. 53 53 00:01:55,140 --> 00:01:57,100 Understanding the difference in search intent 54 54 00:01:57,100 --> 00:01:59,533 will make a massive impact on your SEO campaign. 55 55 00:02:00,430 --> 00:02:02,990 Essentially, when you understand the buyer intent, 56 56 00:02:02,990 --> 00:02:05,740 you can make sure that page a person lands on is relevant to 57 57 00:02:05,740 --> 00:02:08,460 what they typed in and will result in more sales 58 58 00:02:08,460 --> 00:02:10,363 and a much better user experience. 5077