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Search Intent: You Don’t Always Know What You Think You Do

Google receives over one trillion queries a year; of those, 15% have never been searched before. This makes gathering, recording, and responding to search data an extremely important and never-ending well of information on your market.


At 97th Floor, we know search intent. We’ve created patented software, Palomar, to aid us in this process. It was born of 15 years of research, content production, and trial and error. You can learn more about that process here. For this post, I’ll focus more on application.


To begin we use our software to pull ranking data on our client, competitors, and industry publications. We then sort through that data (30-60k words), looking at current rank, monthly search volume, bid, and difficulty score. A strategy that assesses the importance of each of these metrics individually for our clients, weighing both the possibilities for each keyword and our clients’ goals, produces the most effective results.


Once we have identified the keywords with the greatest potential, we then want to look for keywords that have similar intent. Grouping these keywords based on search intent will begin to reveal what the next blog post, product, podcast, or video should be.


The process allows us to start our content creation process with solid data as opposed to simply relying on our gut. If we just assume we know the best keywords, we’ll never expand our field of vision to discover which (sometimes unexpected) keywords are really the best use of our time.


Utilizing keyword research gives us a unique understanding of who our audience is and what they are interested in seeing. Utilizing this tactic helps us create content that is valued and sought after. With search intent analysis our of the way, we then begin semantic analysis and start gathering other market data.



Paxton Gray

Paxton Gray is CEO of 97th Floor, serves on the Marketing and Business Education board as an advisor to the Alpine School District, and teaches marketing and SEO at Brigham Young University.

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