0:01

Welcome to Marketing School, the only

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podcast that provides daily top level

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marketing tips and strategies from entrepreneurs

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that practice what they preach and live

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what they teach. Let's start leveling

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up your marketing knowledge with your instructors

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Neil Patel and Eric Sue.

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All Right, guys, before we start, we got a special

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find it, check it out, and it's a great way

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to improve your low time. Welcome

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to another episode of Marketing School.

0:53

I'm Eric Sue and I'm Neil Patel,

0:56

and today we're going to talk about why you should

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optimize your content for intent.

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What do we mean by search intent? Neil, So,

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when people search for something, a

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lot of times there's intent behind it. And what

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we mean by intent is like someone

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could be looking to buy a laptop,

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fix their phone. Those are all intent based

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searches. You don't want content

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that just ranks out there on Google for

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random things that could just be informational

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that don't have any intent behind them, because

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the moment you lack intent, you'll

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see tons of traffic that don't covert

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into leads, sales or

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anything like that. Yeah, so if

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you think about it, let's just take our agency

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websites as an example. So you

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know, at the higher end of the funnel, what

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we're basically teaching people, right, like, oh,

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what is a marketing funnel? What is digital

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marketing? What is SEO? And we might bring

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in a lot of traffic from the top of the funnel, but the intent

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there is people are just trying to

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learn, they're trying to educate themselves. They're

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not necessarily looking to take an action. Now,

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maybe closer to the you have top of the funnel,

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you have middle of the funnel, and then you have bottom

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of the funnel. Bottom of the funnel might be a

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top digital marketing agency. Right in

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that scenario, that person's probably

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looking for a top digital marketing agency. They want

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to take an action, right, they're doing research.

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They're probably further in their research

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versus like another query or if you think about

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e commerce, I might be looking for

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you know, instead of saying what are the best basketball

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shoes? I might be looking for top reviewed basketball

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shoes. So the intent there is different.

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So you got to think about, like if

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you're creating content, you don't just create for top

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of the funnel, but you got to think about the whole in jelata and

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think about how things flow so

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you can drive more conversions that will affect

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your bottom line. And from all

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the types of different keywords that you can go after.

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Ones that have by related words in

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there like buy or cheap

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or affordable or discount

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or coupons, they tend to convert well. The

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other types of keywords that convert well

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is comparison keywords like mailchim

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versus convert kit. Right, So

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when people are looking at brand name and

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if you have content that describes the differences,

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there's a lot of intent there and you could potentially

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get signups as well. So when you're doing your cureed

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research, don't just look for what has a lot

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of traffic. Look for keybers that have high

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CPC because ones that have high CPC

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tend to convert more visitors into

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buyers and also look for

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keywords that are very specific

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when it comes to evaluating a product or service

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or buying. Like Eric mentioned top

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x y and Z or x y and Z brand

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name review right, or competitor

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one against competitor too. Those are

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all examples of keywords that have high

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intent. And when you look at these keywords,

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whether it's top of funnel, middle funnel, or bottom

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of funnel. And I know I've been focusing more on bottom

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of funnel, you need to make sure that your

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content goes over all those things like if it's reviews,

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you better have a lot of reviews from other people, whether

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it's video techs, if it's brand

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comparisons, you better have a table

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that outlines what does your brand offer

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versus the competitors and why people should choose

3:57

you. Yeah. The final thing I'll add

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my side is use tools like uber suggest

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and you can basically look at

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what keywords your competitors are optimizing

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for the other thing I'll do too is and I think

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uber suggest can do this as well. Can you look at

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their paid ads what they're bidding on? Uh huh

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okay, So use uber suggest for this and

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look at what they're actually bidding on because what they're bidding

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on. Historically, those keywords

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probably convert well. If they don't have a

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high volume and they keep bidding on it over extended

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time period, that means it's probably working

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or they're stupid, which I guess you shouldn't be.

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Look at your competitor if they're stupid. But assume that they're

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not stupid, all right, assume that they're they're not going to burn

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the money and it not work. Right. Yeah, but

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then that's your research right there. You don't need to try

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to figure everything out from scratch anything

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else, Neil, that's it. Make sure you go

4:41

to marketingschool dot iOS, slash live. Eric

4:44

and I are doing some more virtual events. You should

4:46

check them out and hopefully we'll see there. All

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right, That is it you guys. Later. We

4:51

appreciate you joining us for this session

4:53

of marketing School. Be sure to rate,

4:55

review, and subscribe to the show and visit

4:58

marketingschool dot io for more resources

5:00

based on today's topic, as well as access

5:03

to more episodes that will help you find

5:05

true marketing success. That's

5:07

marketingschool dot io until

5:09

next time. Class dismissed