Our SEO approach calls for segmenting organic search traffic/queries, and therefore website engagement, into 1 of 4 buckets, Google calls these query categories "micro-moments:"

"I want to know"

"I want to go"

"I want to do"

"I want to buy"

We leverage industry trends and insights on the search behavior from these micro-moments to guide on-page optimization strategy for relevant pages, to build funnels, and to segment users to appropriate landing pages that are hyper-relevant to their query.

As an example, for an eCommerce client, our keyword research and focus may center around "I want to buy" intent/queries. As a result, we would optimize intent/action-based pages (product pages) around purchase-related keyword queries and topics to best serve the user and improve relevance with Google.

From each query, we can extrapolate intent. Furthermore, each page should serve a very specific function and play a unique role in the user's buyer's journey whether they are in the awareness, consideration, or decision stage.

A homepage, as another example, is typically serving branded/reputation-based keyword queries and search intent, and aligns with the decision stage of the buyer's journey.

A blog post, for example, serves education-based keyword queries and search intent, and aligns with the awareness and consideration stages of the buyer's journey.

We work to understand how we can best position the website to serve users with relevant content at the optimal stage of their journey, identify what KPI's should we be measuring to demonstrate increased engagement, and focus on how to improve performance over time.