On their own neither method can help improve search rankings.
This piece states that keyword research is the foundation on which marketers need to build their SEO strategy, while also understanding what people are interested in and what they search online. Combining keyword and intent research can help brands rank higher on search engines.
Businesses should focus on monthly search volume, competitive density and keyword difficulty. Brands can further leverage Google to understand the search intent behind keywords that are essential for their businesses.
The author recommends marketers should understand the search intent category in which the keywords fall to create content that would rank higher. Businesses must also understand the search intent behind each query and the content structure or format that Google considers valuable for specific search queries.
[7 minute read]