As Direct Response has grown into a highly successful online marketing organization, Rich Gorman has worked to maintain the value that its services offer to each and every client.
Through his work as a business consultant, Rich Gorman has dealt with marketing, sales, and even systems development strategies. His experience has led him to understand the importance of creating a valuable network
Rich Gorman’s work in the online marketing industry has not gone unnoticed by his colleagues. Due to his success as a consultant– and his innovative ideas that have ultimately changed the face of the business
When search engines were still fairly new—back when most of us had little idea how to effectively and efficiently phrase our online queries—the idea of the keyword was introduced, as a way to help search engine users locate the general vicinity of the information they were seeking. Ever since then, keywords have proven highly important, to SEO pros, online reputation managers, and direct response marketers alike.
The trouble is, times have changed—and keywords ain’t what they once were! According to Rich Gorman, most individuals are a lot more comfortable with conducting online searches than they were in the past. Google is no longer new technology, and we do not need hand-holding.
We know how to phrase a search query, and how to refine that query if it does not land us the information we want. When we click on the link to see our search results, we expect to see something relevant. What does all of this mean for online marketers, specifically with regard to search engine keywords? What it means, most simply, is that keywords are not the cornerstones of any online marketing campaign, as they once were. Nowadays, the important thing is determining user intent.
Mapping Intent What companies need to do, when marketing themselves, is to quit aligning themselves with rigid keyword campaigns, and instead align themselves with possible areas of user intent. Begin by thinking through all of the things your company does—and, all of the things you wish Google to associate with you. Think of this as an exercise in brainstorming for different topics, topics that might reflect user search intent as related to your brand.
From Intent to Content Once you determine what users are looking for, you need to develop content that reflects this user intent. Traditional keyword research still plays a role here. You need to know which words and phrases are most used to locate your company on the Web, but also the intent behind those keyword inquiries. Knowing that people are searching for Keyword X does not matter much; knowing why people are searching for Keyword X, and exactly what they hope to find, can help you develop compelling content. Now, go back to that original list of topics.
Match each topic to one of the corresponding categories: Content with navigational intent, with information intent, and with commercial or transactional intent. Once you have matched each topic to a particular kind of user intent, you can develop content that really engages—content that is appropriate to the kinds of search inquiries each topic is likely to get.
A New Way to Optimize This is the future of optimization, for SEO professionals and direct response marketers alike. Knowing your keywords is fine, but understanding what these keywords mean, with relation to user intent, is more important still. By matching keywords or topics to user intentions, you can ensure that you are developing content that truly connects in a powerful way.
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Awesome design, congrats on the new site!!
When search engines were still fairly new—back when most of us had little idea how to effectively and efficiently phrase our online queries—the idea of the keyword was introduced, as a way to help search engine users locate the general vicinity of the information they were seeking. Ever since...
