Go to your Google Search Console account, then to Search Traffic and on to Search Analytics. Here you can see the search terms, impressions, clicks, click-through-rate and average position for each search term up to 90 days prior to the current date.
As I’m looking at all of this information, I’m trying to find the keywords that are most valuable and are ranked just off the first page of Google – with an average position greater than 10 but less than 20. What I’ve highlighted are two search terms that have a healthy number of impressions, both on the second page of Google, and most importantly, they are both purchase intent keywords.
SEO has and is becoming less about keywords and more about searcher intent. Search engineers have this strange idea that humans and computers should be one. Not that humans should be allowed to legally marry a bot – not quite that far, but that search engines should be able to read the mind of its user.
“If you are not relevant enough in the mind of your [prospects and] customers to get them to make a decision, then they will never ever buy.”
“Your job as a marketer… is to be relevant enough to get people to make a decision about you… one way or another. The purpose of good marketing is to get people to make a decision about you… to be a fork in the road.”
These are quotes from Clay Collins which are spot on, watch the short video below to get the full force of these statements.
