Internet Marketing Digital_marketing_for_dummies | Page 187

person has a slightly different reason for wanting to start that vegetable garden. In other
words, the context behind the intent is different in each case.
A search marketer should focus on satisfying both the intent and context of searchers. Each
intent and context represents a query worth targeting. In the preceding examples, searchers
might type any of the following queries in a search engine:
“start a vegetable garden” (intent only)
“add organic food to my diet” (context only)
“start an organic vegetable garden” (intent and context)
A business that sells vegetable gardening products or services would do well to target all
these keywords based on the intent and context of its ideal customer.
Refer to the customer avatar described in Chapter 1 of this book. Pay particular
attention to the sections about goals, values, challenges, pain points, and objections to
the sale. These sections contain clues to the intent and context of the terms that your
ideal customer might be typing into search engines.
Choosing the right queries to target
Each query typed in a search engine contains the searcher ’s intent and context, or both. To
determine the intent and context that your ideal customer is typing in search engines, you
need to do keyword research, using tools such as Google AdWords Keyword Planner
( https://adwords.google.com/KeywordPlanner ).
Coming up with keywords the “old-fashioned” way
But before you start using keyword tools, one of the best ways to do keyword research is
to brainstorm ideas with anyone who comes into contact with your customers. After all,
you know your customers’ wants, needs, and pain points better than a keyword tool does.
Gather the appropriate members of your team to answer questions about your customers.
This will help you come up with relevant and specific keywords and keyword phrases to
research with a keywords tool. After you have completed the brainstorming phase, move
on to your respective keyword tool to see what keywords and phrases will work best for
your search marketing campaign.
To help with your brainstorming, answer questions like these in the subsequent example.
Following are examples of how online shoe retailer Zappos might answer questions to sell
shoes to people who plan to run a marathon:
Q: What is our ideal customer researching before he buys our product or service?
A: The ideal diet for a marathon runner.