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Yahoo - AOL <span class="introtext small">Bing, Yahoo, and AOL are important search engines that should be factored into any PPC strategy.</span></a> </li> <li class="level3" id="pid-14"> <a href="remarketing/" title="">Display & Remarketing <span class="introtext small">Remarketing is an effective way to drive sales and stay top of mind with your prospective & current clients.</span></a> </li> <li class="level3" id="pid-15"> <a href="product-listing-ads/" title="">Shopping Ads <span class="introtext small">Shopping Ads are a fantastic option for online merchants as they are prominently featured in search results.</span></a> </li> <li class="level3" id="pid-17"> <a href="local-ppc-management/" title="">Local PPC <span class="introtext small">Even if your company services nationwide, you can still benefit from geographically targeted PPC ads.</span></a> </li> <li class="level3" id="pid-18"> <a href="social-media-ppc/" title="">Social Media PPC <span class="introtext small">Social media allows you to hone in on specific demographics and interest groups.</span></a> </li> <li class="last level3" id="pid-16"> <a href="mobile-marketing/" title="">Mobile PPC Marketing <span class="introtext small">Reach your customers where they are with Mobile PPC. We can develop PPC campaigns with mobile in mind.</span></a> </li> </ul> </li> <li class="level2 parent" id="pid-19"> <a href="digital-marketing-services/web-analytics/ " title="">Analytics <span class="introtext small">As a member of the Google Marketing Platform Certified Partner track with a certification in Google Analytics, we have demonstrated advanced expertise in Analytics and delivered value-adding services to our clients. We track both onsite & offsite data to identify new opportunities.</span></a> <ul class="dropdown unstyled clearfix"> <li class="first level3" id="pid-20"> <a href="google-analytics/" title="">Google Analytics <span class="introtext small">We have an entire team dedicated to installing and troubleshooting Google Analytics.</span></a> </li> <li class="level3" id="pid-21"> <a href="tracking-leads/" title="">Form Analytics <span class="introtext small">We take time to capture the context of the leads generated on our customers’ sites and evaluate quality of conversions.</span></a> </li> <li class="level3" id="pid-22"> <a href="call-tracking/" title="">Call Analytics <span class="introtext small">We use call tracking to record and evaluate offline conversions from your website.</span></a> </li> <li class="level3" id="pid-23"> <a href="website-intelligence/" title="">Website Intelligence <span class="introtext small">VisitorView is a business development tool that delivers website intelligence about who is visiting your website.</span></a> </li> <li class="level3" id="pid-24"> <a href="heatmapping-software/" title="">Heatmap Analytics <span class="introtext small">Our teams use heat-mapping and visitor recording software to improve the user experience on websites.</span></a> </li> <li class="last level3" id="pid-25"> <a href="reporting-and-online-attribution/" title="">Reporting & Online Attribution <span class="introtext small">Monitoring your site’s performance is important to ensure your sales, marketing and branding efforts are in line.</span></a> </li> </ul> </li> <li class="level2 parent" id="pid-26"> <a href="digital-marketing-services/website-development/ " title="">Design & Development <span class="introtext small">We use data to drive our website design & development strategies, which focus on improving user experience & connecting with your potential customers to increase new business opportunities.</span></a> <ul class="dropdown unstyled clearfix"> <li class="first level3" id="pid-30"> <a href="our-website-approach/" title="">Our Website Process <span class="introtext small"></span></a> </li> <li class="level3" id="pid-31"> <a href="content-management-systems/" title="">Content Management Systems <span class="introtext small"></span></a> </li> <li class="level3" id="pid-32"> <a href="ecommerce-website-development/" title="">E-Commerce Websites <span class="introtext small"></span></a> </li> <li class="level3" id="pid-33"> <a href="catalog-websites/" title="">Catalog Websites & Integrations <span class="introtext small"></span></a> </li> <li class="level3" id="pid-34"> <a href="mobile-website-options/" title="">Responsive Website Design <span class="introtext small"></span></a> </li> <li class="level3" id="pid-35"> <a href="analytics-based-web-design/" title="">Analytics Based Web Design <span class="introtext small"></span></a> </li> <li class="level3" id="pid-28"> <a href="b2b-website-design-and-development/" title="">B2B Websites <span class="introtext small"></span></a> </li> <li class="level3" id="pid-27"> <a href="industrial-website-design-and-development/" title="">Industrial Websites <span class="introtext small"></span></a> </li> <li class="last level3" id="pid-29"> <a href="b2c-website-design-and-development/" title="">B2C Websites <span class="introtext small"></span></a> </li> </ul> </li> <li class="level2 parent" id="pid-36"> <a href="digital-marketing-services/conversion-rate-optimization/ " title="">Conversion Optimization <span class="introtext small">Our conversion optimization team utilizes analytics data to make recommendations focused on improving user experience and increasing website driven leads.</span></a> <ul class="dropdown unstyled clearfix"> <li class="first level3" id="pid-37"> <a href="a-b-and-multivariate-testing/" title="">A/B and Multivariate Testing <span class="introtext small">A/B Testing is the process in which two slightly different versions of the same page are shown to users with the end goal of determining which page your website users prefer the most.</span></a> </li> <li class="last level3" id="pid-38"> <a href="e-commerce-cro/" title="">E-Commerce CRO <span class="introtext small">A successful integrated marketing strategy includes making sure your website is turning visitors into paying customers.</span></a> </li> </ul> </li> <li class="level2" id="pid-39"> <a href="digital-marketing-services/email-marketing/ " title="">Email Marketing <span class="introtext small">Email marketing creates another touch point with your customers and your brand and can be used to inform subscribers of product & service offerings.</span></a> </li> <li class="level2" id="pid-40"> <a href="industrial-internet-marketing/" title="">Industrial Marketing <span class="introtext small">Although we work with businesses in a variety of industries, our team has over 35 years of experience in business to business digital marketing strategies & website development for industrial manufacturers, distributors, and service providers.</span></a> </li>  </ul> </div> <div class="right"> <h5><a href="who-we-serve/">Who We Help</a></h5> <ul class="unstyled"> <li class="first" id="pid2-105"> <a href="manufacturers/" title="">Manufacturers</a> </li> <li id="pid2-106"> <a href="b2b/" title="">B2B</a> </li> <li id="pid2-107"> <a href="suppliers-and-distributors/" title="">Suppliers & Distributors</a> </li> <li id="pid2-108"> <a href="b2c/" title="">B2C</a> </li> <li id="pid2-109"> <a href="energy/" title="">Energy</a> </li> <li id="pid2-110"> <a href="local-businesses/" title="">Local Businesses</a> </li> <li id="pid2-111"> <a href="service-providers/" title="">Service Providers</a> </li> <li id="pid2-112"> <a href="small-medium-size-business/" title="">Small/Medium Size Business</a> </li> <li class="last" id="pid2-113"> <a href="corporations/" title="">Large Corporations</a> </li> </ul> </div> </div> </li> <li class="level1 parent" id="pid-41"> <a href="why-partner-with-us/" title="">Why Partner With Us <span class="introtext small"></span></a> <i class="fa-caret-down fa fullsite"></i> <i class="fa-caret-right fa smallsite"></i> <ul class="dropdown unstyled clearfix"> <li class="smallsite back"><i class="fa-caret-left fa"></i> BACK</li> <li class="first level2 parent" id="pid-42"> <a href="our-marketing-approach/" title="">Our Integrated Approach <span class="introtext small"></span></a> <ul class="dropdown unstyled clearfix"> <li class="first level3" id="pid-43"> <a href="customer-relationship-teams/" title="">Customer Relationship Teams <span class="introtext small"></span></a> </li> </ul> </li> <li class="level2" id="pid-44"> <a href="the-b-smart-method/" title="">The B-SMART Method® <span class="introtext small"></span></a> </li> <li class="level2" id="pid-45"> <a href="lead-generation-and-analysis/" title="">Lead Generation & Analysis <span class="introtext small"></span></a> </li> <li class="level2" id="pid-46"> <a href="testimonials/" title="">Testimonials <span class="introtext small"></span></a> </li> <li class="last level2" id="pid-47"> <a href="topspot-statistics/" title="">TopSpot Statistics <span class="introtext small"></span></a> </li> </ul> </li> <li class="level1 parent" id="pid-48"> <a href="our-company/" title="">Our Company <span class="introtext small"></span></a> <i class="fa-caret-down fa fullsite"></i> <i class="fa-caret-right fa smallsite"></i> <ul class="dropdown unstyled clearfix"> <li class="smallsite back"><i class="fa-caret-left fa"></i> BACK</li> <li class="first level2 parent" id="pid-49"> <a href="team-geek/" title="">Our Team <span class="introtext small">Our commitment to our customers starts with our team, which is our greatest resource. Get to know the members of the TopSpot Team.</span></a> <ul class="dropdown unstyled clearfix"> <li class="first level3" id="pid-50"> <a href="david-underwood/" title="">David Underwood <span class="introtext small"></span></a> </li> <li class="level3" id="pid-51"> <a href="anita-perez/" title="">Anita Perez <span class="introtext small"></span></a> </li> <li class="level3" id="pid-52"> <a href="jeff-montgomery/" title="">Jeff Montgomery <span class="introtext small"></span></a> </li> <li class="level3" id="pid-53"> <a href="tim-doyle/" title="">Tim Doyle <span class="introtext small"></span></a> </li> <li class="level3" id="pid-54"> <a href="whitney-kane/" title="">Whitney Kane <span class="introtext small"></span></a> </li> <li class="level3" id="pid-55"> <a href="beth-shockley/" title="">Beth Shockley <span class="introtext small"></span></a> </li> <li class="last level3" id="pid-233"> <a href="julia-karnezis/" title="">Julia Karnezis <span class="introtext small"></span></a> </li> </ul> </li> <li class="level2" id="pid-57"> <a href="community-involvement/" title="">Community Involvement <span class="introtext small">Giving back to the community is very important to TopSpot. We work with several charities as a company and are members of several associations.</span></a> </li> <li class="level2" id="pid-58"> <a href="awards/" title="">Awards <span class="introtext small">We've been recognized with many honors over the years. Take a look at our accomplishments.</span></a> </li> <li class="level2 parent" id="pid-59"> <a href="events/" title="">Events <span class="introtext small">See a list of our upcoming events and speaking engagements for TopSpot as well as an archive of what we've been up to.</span></a> <ul class="dropdown unstyled clearfix"> <li class="first level3" id="pid-61"> <a href="bing-ads-benefits-of-an-integrated-strategy/" title="">Bing Ads: Benefits of An Integrated Strategy <span class="introtext small"></span></a> </li> <li class="level3" id="pid-62"> <a href="competing-in-a-micro-moment-world/" title="">Competing in a Micro-moment World <span class="introtext small"></span></a> </li> <li class="level3" id="pid-144"> <a href="2018-local-digital-strategies-webinar/" title="">Local Digital Marketing: 10 Steps to Grow Your Business <span class="introtext small"></span></a> </li> <li class="level3" id="pid-156"> <a href="building-a-winning-content-strategy-webinar/" title="">Webinar: How to Build a Winning Content Strategy <span class="introtext small"></span></a> </li> <li class="level3" id="pid-206"> <a href="2019-website-best-practices-webinar/" title="">Website Best Practice Considerations for 2019 <span class="introtext small"></span></a> </li> <li class="level3" id="pid-223"> <a href="understanding-your-customer-journey-webinar" title="">Understanding Your Customer Journey <span class="introtext small"></span></a> </li> <li class="level3" id="pid-234"> <a href="integrated-approach-webinar/" title="">5 Ways to Get Ahead With an Integrated Approach <span class="introtext small"></span></a> </li> <li class="level3" id="pid-235"> <a href="understanding-your-business-leads-webinar/" title="">Understanding Your Business Leads <span class="introtext small"></span></a> </li> <li class="last level3" id="pid-261"> <a href="search-trends-for-b2b-webinar/" title="">Search Trends for B2B Companies in 2020 <span class="introtext small"></span></a> </li> </ul> </li> <li class="level2" id="pid-65"> <a href="topspotting/" title="">TopSpotting <span class="introtext small">We created our own photo meme and it's way cooler than planking or owling. We have TopSpotting pictures from all over the world!</span></a> </li> <li class="level2" id="pid-66"> <a href="topspot-in-the-media/" title="">TopSpot In The Media <span class="introtext small">Links to press coverage, interviews, quotes, and more from Team Geek!</span></a> </li> <li class="level2 parent" id="pid-67"> <a href="join-team-geek/" title="">TopSpot Careers <span class="introtext small">When you do excellent work, word gets around. We are growing and are looking for more TopSpotters to join our Team.</span></a> <ul class="dropdown unstyled clearfix"> <li class="first level3" id="pid-75"> <a href="web-designer-ii/" title="">Web Designer <span class="introtext small">A Web Designer II is responsible for creating highly usable and visually engaging templates across all browsers and devices.</span></a> </li> <li class="level3" id="pid-68"> <a href="sem-specialist/" title="">SEM/PPC Specialist <span class="introtext small">A Paid Search / SEM Account Manager will be responsible for the creation & implementation of our clients’ PPC campaigns.</span></a> </li> <li class="level3" id="pid-69"> <a href="search-engine-optimization-specialist/" title="">SEO Specialist <span class="introtext small">As an SEO Specialist, you will develop your career by creating digital strategies that align with client business goals.</span></a> </li> <li class="level3" id="pid-70"> <a href="senior-seo-specialist/" title="">Sr. SEO Specialist <span class="introtext small">As a Sr. SEO Specialist, you will use existing SEO skills to create and execute strategies that align with client business goals.</span></a> </li> <li class="level3" id="pid-71"> <a href="conversion-improvement-specialist/" title="">Conversion Optimization Specialist <span class="introtext small">A CRO Specialist will have an opportunity to build new website functionality and gain valuable UX design experience.</span></a> </li> <li class="level3" id="pid-74"> <a href="ecommerce-developer/" title="">eCommerce Developer <span class="introtext small">eCommerce Developers will demonstrate a strong working knowledge of back-end development and database management.</span></a> </li> <li class="level3" id="pid-135"> <a href="advanced-ecommerce-developer/" title="">Advanced eCommerce Developer <span class="introtext small">An Advanced eCommerce Developer is proficient in HTML, CSS, PHP, JavaScript, and jQuery</span></a> </li> <li class="level3" id="pid-158"> <a href="telemarketer/" title="">Telemarketer <span class="introtext small">The ideal candidate will be a self-motivator who is eager to learn, loves talking with people, and willing to work independently.</span></a> </li> <li class=" last level3" id="pid-136"> <a href="administrative-assistant/" title="">Administrative Assistant <span class="introtext small">TopSpot’s Administrative Assistant will provide numerous office services while supporting the accounting department.</span></a> </li> </ul> </li> <li class="last level2 parent" id="pid-83"> <a href="case-studies/" title="">Case Studies <span class="introtext small">We believe in clear reporting of our progress and will often highlight our customers’ greatest successes through our case studies.</span></a> <ul class="dropdown unstyled clearfix"> <li class="first level3" id="pid-290"> <a href="ppc-for-manufacturing-case-study/" title="">Industrial Manufacturer <span class="introtext small"></span></a> </li> <li class="first level3" id="pid-289"> <a href="industrial-tube-and-steel-case-study/" title="">Industrial Tube & Steel <span class="introtext small"></span></a> </li> <li class="first level3" id="pid-284"> <a href="altius-technical-services-case-study/" title="">Altius Technical Services <span class="introtext small"></span></a> </li> <li class="first level3" id="pid-204"> <a href="bayou-city-bolt-case-study/" title="">Bayou City Bolt <span class="introtext small"></span></a> </li> <li class="first level3" id="pid-198"> <a href="terryberry-case-study/" title="">Terryberry <span class="introtext small"></span></a> </li> <li class="level3" id="pid-141"> <a href="babbitt-international/" title="">Babbitt International <span class="introtext small"></span></a> </li> <li class="level3" id="pid-84"> <a href="mitchell-crane-case-study/" title="">Mitchell Crane <span class="introtext small"></span></a> </li> <li class="level3" id="pid-85"> <a href="funk-facial-plastic-surgery-case-study/" title="">Funk Facial Plastic Surgery <span class="introtext small"></span></a> </li> <li class="level3" id="pid-86"> <a href="rts-cut/" title="">RTS Cutting Tools <span class="introtext small"></span></a> </li> <li class="level3" id="pid-87"> <a href="analytics-services-case-study-call-tracking/" title="">Analytics Services Case Study : Call Tracking <span class="introtext small"></span></a> </li> <li class="level3" id="pid-88"> <a href="metal-coatings-case-study/" title="">Metal Coatings <span class="introtext small"></span></a> </li> <li class="level3" id="pid-89"> <a href="precision-urethane-conversion-improvement-case-study/" title="">Precision Urethane <span class="introtext small"></span></a> </li> <li class="level3" id="pid-90"> <a href="case-study-farmers-copper/" title="">Farmers Copper <span class="introtext small"></span></a> </li> <li class="level3" id="pid-91"> <a href="case-study-hoover-solutions/" title="">Hoover Ferguson Group <span class="introtext small"></span></a> </li> <li class="level3" id="pid-92"> <a href="case-study-pentastar/" title="">Pentastar Aviation <span class="introtext small"></span></a> </li> <li class="level3" id="pid-93"> <a href="case-study-stainless-drains/" title="">Stainless Drains <span class="introtext small"></span></a> </li> <li class="level3" id="pid-94"> <a href="case-study-ast-bearings/" title="">AST Bearings <span class="introtext small"></span></a> </li> <li class="level3" id="pid-95"> <a href="case-study-nationwide-plastics/" title="">Nationwide Plastics <span class="introtext small"></span></a> </li> <li class="level3" id="pid-96"> <a href="associated-spring-raymond/" title="">Associated Spring Raymond <span class="introtext small"></span></a> </li> <li class="last level3" id="pid-97"> <a href="kd-fasteners-case-study/" title="">KD Fasteners <span class="introtext small"></span></a> </li> </ul> </li> </ul> </li> <li class="level1" id="pid-98"> <a href="portfolio/" title="">Portfolio <span class="introtext small">Since 2003, TopSpot has designed & developed custom responsive, ecommerce, and catalog-integrated websites to drive new business online.</span></a> </li> <li class="level1 parent" id="pid-99"> <a href="resource/" title="">Resources <span class="introtext small"></span></a> <i class="fa-caret-down fa fullsite"></i> <i class="fa-caret-right fa smallsite"></i> <ul class="dropdown unstyled clearfix"> <li class="smallsite back"><i class="fa-caret-left fa"></i> BACK</li> <li class="first level2" id="pid-100"> <a href="case-studies/" title="">Case Studies <span class="introtext small">At TopSpot, we know data is an important factor when deciding to partner with an internet marketing vendor.</span></a> </li> <li class="level2" id="pid-101"> <a href="portfolio/" title="">Website Portfolio <span class="introtext small">Since 2003, TopSpot has designed & developed custom responsive, ecommerce, and catalog-integrated websites to drive new business online.</span></a> </li> <li class="level2" id="pid-102"> <a href="videos/" title="">Video Library <span class="introtext small">TopSpot's collection of video testimonials, tutorials, culture, and community events we captured on video.</span></a> </li> <li class="level2" id="pid-103"> <a href="digital-marketing-guides/" title="">Digital Marketing Guides <span class="introtext small">TopSpot's infographic library features information about our the digital marketing industry, internet marketing success stories, and information about our company.</span></a> </li> <li id="pid-393" class="level2 parent"> <a href="industrial-insights/" title="">Industrial Market Insights <span class="introtext small"></span></a> </li> <li id="pid-255" class="level2"> <a href="events/" title="">Events <span class="introtext small"></span></a> </li> <li id="pid-254" class="last level2"> <a href="/blog/" title="">Blog <span class="introtext small">Read our blog to learn about TopSpot's culture, our commitment to our community and our love for helping businesses through online marketing & analytics. </span></a> </li> </ul> </li> <li class="level1 parent" id="pid-104"> <a href="who-we-serve/" title="">Who We Serve <span class="introtext small"></span></a> <i class="fa-caret-down fa fullsite"></i> <i class="fa-caret-right fa smallsite"></i> <ul class="dropdown unstyled clearfix"> <li class="smallsite back"><i class="fa-caret-left fa"></i> BACK</li> <li class="first level2" id="pid-105"> <a href="manufacturers/" title="">Manufacturers <span class="introtext small">We help manufacturers, fabricators and OEMs get in front of the right audience, give them the information they need, and build new relationships with qualified users. Whether it’s pumps, vessels, fasteners or a niche product, we can work with you on a strategy that’s right for your business.</span></a> </li> <li class="level2" id="pid-106"> <a href="b2b/" title="">B2B <span class="introtext small">For B2B companies in the software, healthcare and professional service industries, we understand that setting yourself apart from the competition is a necessity. We work with you to differentiate yourself from the pack by growing your web presence and narrowing in on the leads that move your business forward.</span></a> </li> <li class="level2" id="pid-107"> <a href="suppliers-and-distributors/" title="">Suppliers & Distributors <span class="introtext small">Do you stock or drop-ship products? Are you contractually obligated to certain regions? Do your customers know about your value-added services? Wherever you fall in the supply chain, we have a solution to help improve your leads and grow your business with our online marketing strategies.</span></a> </li> <li class="level2" id="pid-108"> <a href="b2c/" title="">B2C <span class="introtext small">With business-to-consumer companies, online visibility and engagement drive your revenue. See how our integrated approach of search engine optimization, pay-per-click ads, and conversion improvement services work together for your website, your brand, and your sales.</span></a> </li> <li class="level2" id="pid-109"> <a href="energy/" title="">Energy <span class="introtext small">Companies in the energy sector have specific challenges driven by the economy. But one constant remains, the customer experience. We help you bring relevant users to your website and give them the info they need to start their customer experience with you.</span></a> </li> <li class="level2" id="pid-110"> <a href="local-businesses/" title="">Local Businesses <span class="introtext small">We’re not all industrial. We work with many local businesses like dentists, doctors, pool builders, sports gyms, and universities that make local communities go ‘round. We’ve even won a Landy from Search Engine Land for our local strategies.</span></a> </li> <li class="level2" id="pid-111"> <a href="service-providers/" title="">Service Providers <span class="introtext small">We work with a variety of businesses in the service industry including moving companies, roofing contractors, equipment maintenance & repair, engineers, and more.</span></a> </li> <li class="level2" id="pid-112"> <a href="small-medium-size-business/" title="">Small/Medium Size Business <span class="introtext small">These days, thanks to Google, Bing, and Yahoo, SMBs have a level playing field in the marketing world. From SEO to web design to PPC, we help small and medium-sized businesses grow every day while utilizing a budget that works for their business.</span></a> </li> <li class="last level2" id="pid-113"> <a href="corporations/" title="">Large Corporations <span class="introtext small">Whether you are a Fortune 500 business or a publicly traded company, for large organizations investing in their digital marketing, it’s natural for their marketing strategies to require more resources and deeper reporting and analytics to show ROI. Our integrated approach allows us to work as an extension of your business, no matter the size.</span></a> </li> </ul> </li> <li class="level1 parent" id="pid-114"> <a href="request-a-proposal/" title="">Request A Consultation <span class="introtext small">Let's talk to help us get to know you and to see whether you decide to move forward with us.</span></a> </li> <li class="level1 parent" id="pid-116"> <a href="preliminary-audit-request-form/" title="">Preliminary Audit Request Form <span class="introtext small">Not sure if your website passes the test? Request a free audit.</span></a> </li> <li class="level1 parent" id="pid-118"> <a href="contact-us/" title="">Contact Us <span class="introtext small">Get in touch with us today!</span></a> </li> <li class="level1" id="pid-122"> <a href="/blog/" title="">Blog <span class="introtext small"></span></a> </li> <li class="last level1" id="pid-123"> <a href="privacy-policy/" title="">Privacy Policy <span class="introtext small"></span></a> </li> </ul> </nav> <div class="smallsite" id="primary-toggle"> <span class="text">MENU</span> <i class="fa-bars fa"></i> </div><button class="unstyled" id="search-toggle"><i class="fa-search fa"></i></button>  <form action="search-results/" class="forms" id="search-form" method="get" name="search-form"> <fieldset class="clearfix"> <input name="id" type="hidden" value="125"> <div class="input-group"> <input class="search-input" id="search" name="search" placeholder="ENTER SEARCH" type="text"> </div><button class="submit fa-long-arrow-right fa unstyled" 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title="Posts by TopSpot Team" class="author url fn" rel="author">TopSpot Team</a> </p> </div>  <div id="introtext-block" class="block constraint-container no-bg"> <div class="constrain column content-block clearfix"> <h1> Maximizing Your Ad Budget with High Intent Keywords </h1> </div> </div> <p>Consider how you use the internet when searching for a new vendor or supplier for your business. Or what search terms you use when you are ready to make a purchase versus when you are beginning the research process. You are searching based on your intention – education, research, purchasing decisions, etc. This will affect what search terms you use as you go through the buying process, just as it does for your future customers.</p> <p>Factoring in intent is how you can create a competitive <a href="https://www.topspot.com/pay-per-click-approach/">paid search program</a> that doesn’t break the bank. After all, unless you have an unlimited amount of time (not to mention budget) why wouldn’t you want to focus your resources on the keywords that are most likely to drive sales?</p> <h3 class="wp-block-heading" id="h-step-one-check-the-search-landscape">Step One – Check the Search Landscape</h3> <p>The quickest way to identify a high intent keyword is to look at the search landscape. For instance, take a look at the two searches below. The one on the left is for “stainless steel”. Someone searching for “stainless steel” could have a variety of different intents, which is why the search results provide a broad range of information.</p> <p>But what if you were searching for something more specific, like “A286 stainless round bar”? The first search results page wouldn’t likely yield much information that would help you, but the second set of search results would.</p> <p class="has-text-color has-medium-font-size" style="color:#157cab">If you were ready to make a purchase, which search results would help you the most?</p> <figure class="wp-block-gallery aligncenter columns-2 is-cropped fancybox wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex"><ul class="blocks-gallery-grid"><li class="blocks-gallery-item"><figure><a href="https://www.topspot.com/blog/wp-content/uploads/2020/07/Stainless-Steel-Search-organic.png" data-slb-active="1" data-slb-asset="1104021171" data-slb-internal="0" data-slb-group="8263"><img fetchpriority="high" decoding="async" width="634" height="556" src="https://www.topspot.com/blog/wp-content/uploads/2020/07/Stainless-Steel-Search-organic.png" alt="" data-id="8363" data-full-url="https://www.topspot.com/blog/wp-content/uploads/2020/07/Stainless-Steel-Search-organic.png" data-link="https://www.topspot.com/blog/?attachment_id=8363" class="wp-image-8363" srcset="https://www.topspot.com/blog/wp-content/uploads/2020/07/Stainless-Steel-Search-organic.png 634w, https://www.topspot.com/blog/wp-content/uploads/2020/07/Stainless-Steel-Search-organic-250x219.png 250w, https://www.topspot.com/blog/wp-content/uploads/2020/07/Stainless-Steel-Search-organic-120x105.png 120w" sizes="(max-width: 634px) 100vw, 634px" /></a></figure></li><li class="blocks-gallery-item"><figure><a href="https://www.topspot.com/blog/wp-content/uploads/2020/07/A286-Stainless-Round-Bar-organic-SERPS.png" data-slb-active="1" data-slb-asset="1330124708" data-slb-internal="0" data-slb-group="8263"><img decoding="async" width="597" height="519" src="https://www.topspot.com/blog/wp-content/uploads/2020/07/A286-Stainless-Round-Bar-organic-SERPS.png" alt="" data-id="8362" data-full-url="https://www.topspot.com/blog/wp-content/uploads/2020/07/A286-Stainless-Round-Bar-organic-SERPS.png" data-link="https://www.topspot.com/blog/?attachment_id=8362" class="wp-image-8362" srcset="https://www.topspot.com/blog/wp-content/uploads/2020/07/A286-Stainless-Round-Bar-organic-SERPS.png 597w, https://www.topspot.com/blog/wp-content/uploads/2020/07/A286-Stainless-Round-Bar-organic-SERPS-250x217.png 250w, https://www.topspot.com/blog/wp-content/uploads/2020/07/A286-Stainless-Round-Bar-organic-SERPS-120x104.png 120w" sizes="(max-width: 597px) 100vw, 597px" /></a></figure></li></ul></figure> <p>The first search term is broad and considered to be low intent, meaning that when a user enters that phrase into the search engine, they are probably not planning to purchase right then. They might be researching to find exactly what it is they need. A phrase like “A286 stainless round bar” is a high intent keyword that signals the user knows exactly what they want and are therefore more likely to be making a purchase.</p> <p>General keywords are important and useful in your content but could end up costing you more money in ad spend with a reduced quality of leads. So, where can you find the keywords that can save money and bring in great leads?</p> <h3 class="wp-block-heading" id="h-step-two-search-queries">Step Two – Search Queries </h3> <p><a href="https://searchengineland.com/google-reaffirms-15-searches-new-never-searched-273786#:~:text=Google%20processes%20trillions%20of%20searches,been%20seen%20by%20Google%20before.&text=Today%2C%20Google%20has%20reaffirmed%20that,have%20never%20been%20seen%20before." target="_blank" aria-label="undefined (opens in a new tab)" rel="noreferrer noopener">According to Google</a>, 15% of search queries that are done each day are unique, meaning they have never been searched before. These unique search queries can often be the specific, high intent phrases that give you the most bang for your buck.</p> <p>You can find these high intent, low search volume keywords in the Search Query report, found in <a href="https://www.topspot.com/google-analytics/">Google Analytics</a>. (From Google Analytics, you click on Acquisition > Google Ads > Search Queries).  It’s best to set a wide date range so you can see a larger number of the lower volume search terms. This report defaults to show you the search terms clicked on most often. To find the keywords you want, sort the information by the number of goal completions instead. Now you can see which keywords specifically brought in leads.</p> <p>The example search query report below is for a business that sells rare earth, alnico and ceramic magnets for industrial applications. Notice the queries with goal completions (or form submissions) are also highly specific. Many include unique sizes, specifications or grades related to the magnets the user is looking for.</p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://www.topspot.com/blog/wp-content/uploads/2020/07/high-intent-search-queries.png" class="fancybox" data-slb-active="1" data-slb-asset="1236439131" data-slb-internal="0" data-slb-group="8263"><img decoding="async" src="https://www.topspot.com/blog/wp-content/uploads/2020/07/high-intent-search-queries-700x480.png" alt="Identifying High Intent Search Queries in Google Analytics" class="wp-image-8442" width="800" height="548" srcset="https://www.topspot.com/blog/wp-content/uploads/2020/07/high-intent-search-queries-700x480.png 700w, https://www.topspot.com/blog/wp-content/uploads/2020/07/high-intent-search-queries-250x171.png 250w, https://www.topspot.com/blog/wp-content/uploads/2020/07/high-intent-search-queries-768x526.png 768w, https://www.topspot.com/blog/wp-content/uploads/2020/07/high-intent-search-queries-120x82.png 120w, https://www.topspot.com/blog/wp-content/uploads/2020/07/high-intent-search-queries.png 1132w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure></div> <p>When looking at these reports, it’s relatively easy to see which search terms are the most cost-effective. For example, users who are searching “magnet manufacturers” could be looking for a variety of different things, and are probably not requesting information as often as the users searching for “15mm neodymium rod”. Because of this, the more specific term has a lower cost-per-click but is likely generating a higher quality lead. </p> <h3 class="wp-block-heading" id="h-step-three-site-search-data">Step Three – Site Search Data</h3> <p>The visitors to your site are already showing an intent to purchase. They know what they are looking for and now want to see if you can provide it. By looking at your internal site searches, you can learn a lot about user intent and the search phrases tied to it. You can find this data in your Google Analytics account by going to the Behavior report, then Site Search. </p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-intent-through-internal-site-search.png" class="fancybox" data-slb-active="1" data-slb-asset="865980837" data-slb-internal="0" data-slb-group="8263"><img loading="lazy" decoding="async" src="https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-intent-through-internal-site-search-700x287.png" alt="Using Internal Site Search for Keyword Research" class="wp-image-8451" width="800" height="328" srcset="https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-intent-through-internal-site-search-700x287.png 700w, https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-intent-through-internal-site-search-250x103.png 250w, https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-intent-through-internal-site-search-768x315.png 768w, https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-intent-through-internal-site-search-120x49.png 120w, https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-intent-through-internal-site-search.png 1006w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure></div> <p>When looking at these search terms, use the <a href="https://www.topspot.com/the-b-smart-method/">B-SMART Method®</a> to identify the high intent keywords. Are there specific brand names mentioned? Do they include specifications, materials or certifications? </p> <div class="wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex"> <div class="wp-block-button"><a class="wp-block-button__link has-background" href="https://www.topspot.com/assets/files/digitalguides/TopSpot-BSMART-Worksheet.pdf" style="border-radius:38px;background:linear-gradient(135deg,rgb(6,147,227) 0%,rgba(6,147,229,0.84) 100%)" target="_blank" rel="noreferrer noopener">Download our checklist for a guide on using the B-SMART Method®</a></div> </div> <p>Once you have identified these specific, highly intentional keyword modifiers, it’s a good idea to start including them in your paid search keyword strategy. In fact, if you compare your internal site searches with the search queries found in Step Two, you will see a lot of similarities.</p> <h3 class="wp-block-heading" id="h-step-four-form-data">Step Four – Form Data</h3> <p>When a customer fills out a request for a quote or another form on your site, the questions they ask can tell you a lot.</p> <div class="wp-block-image"><figure class="aligncenter size-large is-resized"><a href="https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-user-intent-through-lead-data.png" class="fancybox" data-slb-active="1" data-slb-asset="2144558249" data-slb-internal="0" data-slb-group="8263"><img loading="lazy" decoding="async" src="https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-user-intent-through-lead-data-700x324.png" alt="Using Lead Data for Keyword Research" class="wp-image-8457" width="800" height="370" srcset="https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-user-intent-through-lead-data-700x324.png 700w, https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-user-intent-through-lead-data-250x116.png 250w, https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-user-intent-through-lead-data-768x355.png 768w, https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-user-intent-through-lead-data-120x55.png 120w, https://www.topspot.com/blog/wp-content/uploads/2020/07/identifying-user-intent-through-lead-data.png 876w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure></div> <p class="has-text-align-center has-text-color has-small-font-size" style="color:#303030">This form analytics data above was captured using <a href="https://www.topspot.com/tracking-leads/" target="_blank" aria-label="undefined (opens in a new tab)" rel="noreferrer noopener">LOOP Analytics</a></p> <p>In the example above, the potential customer mentions a number of attributes including size, grade, quantity and the type of steel they are looking for. All of which are great modifiers for your paid search program that are now linked to intent. The user found the website after searching for “gr 80 steel” and then submitted an inquiry, demonstrating how high intent search queries drive qualified leads.</p> <p>(Analyzing your incoming phone calls is helpful, too, which is part of why we recommend <a href="https://www.topspot.com/call-tracking/">call tracking</a>.)</p> <h3 class="wp-block-heading" id="h-high-intent-keywords-help-optimize-your-budget">High Intent Keywords Help Optimize Your Budget</h3> <p>While user behaviors will always be evolving, the fact remains that the best keywords are the ones your target customers are using. Learning to identify high intent keywords can decrease paid search costs while increasing the opportunity to drive quality leads.</p> <hr class="wp-block-separator"/> <h2 class="has-text-align-center wp-block-heading" id="h-let-us-help-your-business">Let us help your business!</h2> <p class="has-text-align-center">Interested in learning more about how our Team can create a digital strategy fit to your business goals? 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