When it comes to keyword research one of the most important things to factor into your process is user intent. Two people could search for very different things and use the exact same search query. For instance, if I were to search for “apple” am I looking to buy a new computer or do I need a pie recipe? Which searcher is the one you want coming to your website? On the other hand, two people could be searching for the exact same thing and use very different search queries. After all, “gym shoes” and “sneakers” could very well mean the same thing to different searchers. At the end of the day it boils down to user intent—how is your target audience searching for the products/services/information you have to offer? Those are the keywords you should incorporate into your SEO campaign. Failing to account for user intent means you could be missing out on a huge chunk of your target audience.
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