Understanding SEO targeting
With SEO, we can’t rely on user data like demographics, interests or tracked behaviours like other marketing channels but rather solely on what users are searching for. However, SEO experts attempt to infer this targeting information by examining language, semantics and reading “between the lines” of search terms. By analysing search behaviour and intent, SEO professionals try to piece together the searcher, their query and desired result to create effective campaigns.
User intent
There are different types of search intents, and these are often categorised as informational, commercial, navigational and transactional. However, there are lots of ways to interpret search queries and the user’s reasoning for making a search – their intent. Categorising search terms by intent guides what kind of content should be present on a client’s site to match what the user is looking for. Deciphering intent requires industry tools, experience, and even analysing Google’s current search results for those keywords to understand what the user likely wants.
Prioritising keywords
While keyword priority aligns with a client’s bottom-line goals (inquiries, leads, or sales), it’s also about strategising which part of the funnel to target. The top of the funnel might involve informational searches or brand awareness, whereas the middle funnel focuses on comparisons and consideration queries, and the bottom funnel targets users ready to make a purchase.
Clients often focus heavily on bottom-funnel searches since they lead to direct sales or enquiries. However, to ensure long-term success and grow campaigns, we advise focusing on top and mid-funnel stages too. These steps help bring new users into the marketing funnel and nurture them toward conversion. Ignoring these stages could mean missing out on low-competition keywords with good potential.
Multi-channel strategies
SEO isn’t always the only solution. In certain cases, integrating SEO with paid channels (e.g., PPC, social media, remarketing) can amplify results. Bringing users in through informational searches and retargeting them via ads is one example of how a broader digital marketing approach can work.
SEO is foundational for long-term success because search engines are deeply integrated into users’ daily lives. However, for clients seeking fast results, channels like PPC might be better suited as SEO takes longer to show results. Paid channels deliver quicker wins but don’t offer the same long-term ROI that SEO can provide. The decision between using SEO or other channels depends on factors like competition, speed of results, and the client’s budget and goals.
If you’d like to learn more about how SEO can help target users in your industry or any of our other digital marketing services, please contact us.