Whether you’re engaged in a content marketing strategy, PPC campaign, or organic SEO for your safari business– you need to pay close attention to the search intent behind your chosen keywords.
Why is that?
It’s because even with all the backlinks and on-page optimizations in the world, your content won’t rank and won’t generate new leads/revenue for your safari business if you misinterpret the search intent. Google is well aware of this, which is why it published a document on it a few years back in 2018.
Search intent also refers to how far along a consumer is in the sales funnel. Certain types of intent, such as informational and navigational, are higher up on the funnel and less reliable for generating revenue.
An example of informational intent of safari and tour would be someone searching for ‘How many National Parks in Africa’
At this stage in their buyer’s journey, they’re only beginning to learn about African National Parks, which means they probably won’t be ready to book any package soon. In that scenario, the customer would be at the very top of the sales funnel.
What’s on the bottom?
Commercial intent and transactional intent keywords are at the bottom of the sales funnel, meaning the customer knows what they’re looking for and is ready to buy. These are high-intent keywords, and they’re your ticket to higher rankings and more sales.
Read on to learn how to discover, target, and use high-intent keywords in your content.
What is Search Intent in African Safari Industry?
Search intent or keyword intent is one of the most critical aspects of SEO, and it can make or break the success of your PPC campaign.
Search intent refers to the underlying purpose behind a search query. In other words, it’s the reason the searcher needed to use Google in the first place.
With as crucial as search intent is for successful search campaigns for Safari Business, it’s often overlooked. Many new SEOs will neglect to check the search intent behind their keywords before they spend money on content creation for their Safari Website.
That’s a shame, as that can lead to thousands in lost revenue dedicated to content that doesn’t translate into generating leads.
As such, make it a thumb rule to ALWAYS check the intent behind your targeted keywords. The good news is that this is a simple process that doesn’t take too long to complete.
Without knowing the intent behind a keyword, determining which angle to take with your content can quickly become a guessing game, which is what you don’t want. Let’s consider the example of the keyword “African Safari”.
Without looking into the user intent, we have no way of knowing what the user wants to accomplish by searching for it.
Do they want to learn more about African Safari? Are they ready to book African Safari package?
How to uncover the intent behind a keyword For African Safari and Tour
Now that you know how imperative it is to learn the intent behind a keyword, how do you do that?
- Let’s start by breaking down the different types of search intent, which are Informational intent (top of the funnel). These queries exist only to answer a question or learn more about something. Example keywords include safari in Africa, African Safari Animals, African Safari Hunts, etc.
- Navigational intent (top of the funnel): Navigational intent is to reach a specific web page, such as a homepage or login page. For instance, these keywords are all navigational: African safari wildlife, African lion safari, etc.
- Commercial intent (bottom of the funnel): The user is searching for content to prepare to make a purchase at this stage. Example keywords include African safari tours, best safari in Africa, Flights available for the US to Africa, etc.
- Transactional intent (bottom of the funnel): These search terms represent users that are ready to make a purchase. As an example, the long-tail keyword ‘African safari packages’, ‘south African safari’ etc. shows a clear intent to book a tour.
Nine times out of 10, your keywords will closely align with one of these groups – however, that’s not always the case.
Passing the ‘search intent test’
Sometimes, it can be quite difficult to determine which one of these four categories a keyword belongs to – so you should always double-check to see if your assumption is correct.
How do you do that?
The easiest and most common way is to check the top 5 Google search results for that keyword. Google’s algorithms are amazing at uncovering search intent, so the chances are very high that the top 5 pages for any safari keyword have nailed the intent.
So if you’re scratching your head about the intent behind one of your target keywords, the first blog on Google likely has the answer for you.
That will clue you in on what your users are truly looking for with the keyword, which is invaluable for your content strategy.
If your goal is to build brand awareness, tailoring content around informative keywords is okay and actually a good idea.
Yet, if you want to increase your revenue by reaching new potential customers that are ready to buy your tour or safari keyword– you’re better off focusing on keywords that occur at the bottom of the funnel, which brings us to high-intent keywords.
What are High-Intent Keywords in African Safari and tour
The difference between high-intent and low-intent keywords has to do with their place in the sales funnel.
Since informational and navigational keywords occur at the top of the sales funnel, they’re considered low intent. At this stage in the process, searchers aren’t quite sure what they’re looking for or if they even need to make a purchase.
As such, these aren’t the best keywords to focus on for your safari website, as the users need to be nurtured through a lengthy sales cycle involving lots of expensive content and interaction.
Instead, transactional and commercial keywords represent customers at the bottom of the funnel ready to buy now – making them high-intent keywords (also called buyer intent keywords).
Therefore, you should only focus on transactional and commercial keywords the if your goal is to increase the revenue of your tour and safari business. That way, you won’t have to spend time and money creating content that may or may not cater to potential customers at the top of the funnel.
In fact, users at the top of the funnel may never turn into customers. It could be that someone was remotely interested in the topic and searched about it out of boredom.
Why go after high-intent keywords?
As stated above, trying to focus on low-intent keywords when you want to increase conversion rates isn’t a winning formula.
The reason content marketers love to focus on high-intent keywords is that they allow you to start at the bottom of the sales funnel. Essentially, you can skip the middleman of educating, informing, and nurturing prospects until they’re ready to buy.
Tailoring content around high-intent keyword phrases will allow you to swoop in and introduce your products and services to a customer right before they scan their credit card, which is highly advantageous.
If you haven’t found success with your current keyword strategy, try centering your future research on high-intent keywords.
Discovering High-Intent Keywords in Your Niche
Now that you know why it’s beneficial to go after high-intent keywords, how do you find them for your safari website?
There are several ways to uncover them, including
- Using a keyword research tool
- Analysing competitor keywords,
- ‘Seed’ keywords
If you want to know more about those keywords then Contact Us.
Concluding Thoughts: High-Intent Keywords of African Safari
That’s the prevailing narrative surrounding high-intent keywords for African Safari. They’re goldmines for increasing conversion rates, as they represent users that are ready to make a purchase.
As such, focusing on high-intent keywords is a must if your ultimate goal is to transform content into revenue.
You can find high-intent keywords by using research tools and modifiers, which you can then create content for online. That way, you’re marketing your products and services to the users that are most likely to convert.
Are you unsure of your target audience, and do you feel completely lost when it comes to SEO or Google Ads?
Then don’t hesitate to check out our services at Safari Marketing Pro. Our team of experts will work with you to develop a winning SEO strategy and Google Ad Marketing that makes full use of high-intent keywords, so don’t wait to book a call today.