How does one improve paid search marketing? How does one take an average or failing paid search marketing campaign onwards and upwards to success?
The key lies in focusing on user intent and using this knowledge / analysis to make better informed decisions about keywords and online content.
Have you ever considered the fact that there are, more or less, three types of internet user in terms of intent:
1. The navigator
2. The investigator
3. The buyer
The first thing that we must understand if we are to learn how to improve search marketing success is to know exactly what we mean by navigator, investigator and buyer. If we understand the nature of intent adopted by these three internet user types, we can better choose keywords and create content designed to give them what they need and improve the effects of our search marketing campaigns for good.