When it comes to keyword research, the common debate revolves around targeting high search volume keywords versus those with lower competition. However, focusing solely on these metrics may not yield the best results. Instead, understanding user intent and providing comprehensive solutions can lead to more effective SEO strategies.

Understanding User Intent Over Search Volume

High search volume doesn’t always equate to high relevance. A keyword like “bark” can have multiple interpretations—ranging from tree bark to a dog’s bark. If you’re offering dog training services, targeting “bark” without context may attract the wrong audience. It’s essential to delve into what users are truly seeking and tailor your content accordingly.

Optimising for Topics and Solutions

Rather than fixating on individual keywords, consider the broader topics and the solutions your audience seeks. For instance, if you’re in the skincare industry, instead of targeting “microneedling” alone, develop content that covers:

● Before-and-after results for different skin types

● Detailed guides on the procedure

● Comparisons with alternative treatments

● FAQs addressing common concerns

This approach not only addresses various user intents but also establishes your authority on the subject.

The Myth of Competition Scores

Competition scores provided by SEO tools are estimations and don’t necessarily reflect real-world challenges. Search engines prioritise delivering the most relevant and trustworthy content to users. By focusing on creating high-quality, informative content that addresses user needs, you can compete effectively, regardless of perceived competition levels.

Avoiding Content Cannibalisation

Creating multiple pages targeting similar keywords can lead to content cannibalisation, where your pages compete against each other in search rankings. To prevent this, develop a content map that assigns specific topics and intents to individual pages. This strategy ensures clarity for both search engines and users, enhancing your site’s overall SEO performance.

Final Thoughts

Effective SEO isn’t about chasing high-volume keywords or avoiding competition. It’s about understanding your audience, addressing their needs, and providing valuable content. By focusing on user intent and delivering comprehensive solutions, you position your website for sustained visibility and engagement.