New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Identifying the words that customers use in search leads to content that gets passive traffic.

This article suggests brands should identify the types of keyword their SEO strategy needs to focus on based on search intent. These types are navigational, transactional, and informational. Understanding the implied intent behind a search query can help brands develop content which is best suited to answer those queries.

The author advises starting off with developing a list of relevant topics. While the end goal is conversion, the piece suggests using informational keywords to boost content marketing. The next step is then to determine the relevant long-tail keywords. These typically face less competition and could draw in valuable traffic if used in a highly targeted manner.  

Businesses can also use tools such as Keywords Everywhere, Google Keyword Planner or Ahrefs. These tools can help in calculating search volume for a particular keyword and recommend additional keywords.

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[8 minute read]

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