What Is Keyword Intent and How Does It Impact Your Conversion Rate?

Keep location & language in mind

If you’re tracking globally, word choice matters. For instance, in the UK, you push a “pram,” not a “stroller,” and wear a “jumper,” not a “sweater.” It’s important to make sure your keywords reflect the language of the regions you’re targeting.

With the MozBar browser extension, you can set up local profiles to see search results just like someone in a different location would. Just enter the country, region, and name your profile, and you can switch between profiles anytime and get a local view of search results.

Add your intent modifiers

Now, it’s time to get into keyword intent. Intent modifiers vary, and what works for one business might not work for another. Here’s a loose guideline to help you structure and classify intent in a way that makes sense for your goals.

• Informational Modifiers: “how to,” “what is,” “benefits of”
• Commercial Modifiers: “best,” “compare,” “reviews”
• Transactional Modifiers: “buy,” “order,” “schedule”
• Navigational Modifiers: “login,” “support,” “location”

Audit your keyword list

Once you have a big list of keywords, it’s time to audit and see which ones are worth your energy. Keyword auditing is the process of reviewing your list to find the terms that’ll drive the best results for your goals. It’s key to making sure your SEO efforts stay focused and effective. Ask yourself: Are these keywords relevant to your site? Are you balancing high-search-volume terms with niche ones? What kind of clicks and impressions are they getting, and how tough will it be to rank against competitors?

Moz’s tools to the rescue! Keyword Explorer features Search Intent, generated by Moz AI, to help provide direction to your content strategy. It also gives you a Difficulty score, showing just how tough it’ll be to land on that first page of the SERP.

Step 1: Access Moz Keyword Explorer

Yes, we have a free option, but you can do so much more with a paid subscription, so sign up for a free trial to try it out.

1. Sign up/log into your Moz account.
2. Navigate to Keyword Explorer

Step 2: Enter keyword

1. Enter your target keyword or phrase
2. Select Market

Step 3: Analyze keyword metrics

1. Look at key metrics such as search Monthly Volume, Organic CTR, Difficulty, and Minimum DA. These will help you understand how competitive and valuable each keyword is.

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