For the keyword “SEO audits”, the jobs to be done are essentially three: Automation: SEO audit tools and reports Education: SEO audits guides and “how-to” content Services: Custom SEO audits services Taking this approach would result in uncovering new use cases and jobs to be done, then producing some new and extremely relevant content for your audience.I get common questions about this approach, one of them being “Okay, that makes sense, but what happens if there aren’t a ton of these search intents for my target keyword?” Related objections are “I offer a product, not a service, so I can’t compete with other products because I they are established and I am a new player” or “We are creating a new way of doing things with our product and, as a result, there aren’t many intents, such as ‘SEO audits’ that covers guides, tools and services”.
These can be legitimate concerns. The key is to remember that my audience intent first strategy is about prioritisation. Even if your keyword doesn’t have Chile Phone Number List many audience intents, you should still do audience research. But from an SEO perspective, Well, websites often fall under a bucket of intents. Let’s share two extremes first, then we’ll discuss the middle. Lots of search intents You are in a keyword category that is likely to satisfy many audiences in many ways. In this case, whichever your solution, you can meet your audience needs.
Going back to the SEO Audits example, they can be performed in two ways: manually or automatically using an SEO tool. In both cases, you need to learn about how the tool works or how to do an audit yourself, which creates the third audience intent: educational. For a keyword like this one, you have plenty of intents. Now, I get some pushbacks from website owners who say, “Yes, there are many intents, but my product is unique. I offer the best nutrition courses with nutrition certifications and that’s it”. They think that because they offer a certification, their audience is only made of those people who look for a course and the intent is educational only.