Keyword Research Is Failing You

Ryan Stewart

I build, grow and sell digital agencies. Most recently, WEBRIS, a 7 figure SEO agency.

Are you struggling to get the content you create to rank in Google search?

I may have your solution – and it’s not what you think.

It’s not changing the keyword targeting…
It’s not making the content longer…
It’s not building links to it…

It’s understanding what I call “SERP intent”.

SEE THIS IN ACTION

Over the shoulder examples of SERP intent producing traffic.

“SERP intent” is not to be confused with “keyword intent”. You’ve likely seen keyword intent broken out in one of the following ways:

AIDA (Attention, Interest, Desire, Action)
Informational, Investigational, Transactional

Mapping intent helps us understand what type of page we should create for each keyword.

For example, if you run a skincare website, some of your keywords might be:

“How to get rid of pimples”. This is a top funnel, informational search that would map to a blog post.
“Order acne cream online”. This is a bottom funnel, transactional search that would map to a product page.

Identifying keyword intent is important, but it’s not enough.

For example, if you search Google for “How to get rid of pimples”, you will notice that every result in the SERPs is about “how to get rid of pimples fast”.

If you don’t adjust your content to be focused on “fast”, you will NEVER rank for your target keyword.

Google is not going to rank a generic article when their data is telling them searchers overwhelmingly want to see.

This is how keyword research will fail you.

You’ll spend hours identifying and mapping keywords, but if you don’t take it one step further to find SERP intent, your content might never rank.

SERP intent will let you know exactly how to target that blog post to match what Google wants to rank.

Honestly, just watch the quick video below where I break down exactly how “keyword intent” fails us and an example of why “SERP intent” is so important.