I was recently helping a CA firm optimise their web site and found that they were focussing on selling a service – “register a company in Singapore” – on a page targetting a research-intent keyword – “doing business in Singapore”. This clear mismatch in search intent and page copy set me thinking and hence this post.

While there is no black and white separation between the buy-intent and research-intent search keywords, you can guess the real purpose of the searcher most of the time.

Search Intent

In the above case, the people who search for “doing business in Singapore” want to learn about the benefits and challenges associated with doing business there.

Of course, they will need to register a company also but they are not looking for a vendor to do this at the moment.

So it might be better to provide information about all the aspects of doing business in Singapore, tax laws, business environment, HR issues, market scenario, etc. You can ask them to sign-up for your newsletter or invite them to download a white-paper on this topic to stay in touch with them.

Buy Intent

Build another page focussed on “register a company in Singapore” wherein you can provide the details of your service, cost, timelines, etc. This will serve the people who have already done their research and are ready to register a company and start operating.

What is the search intent for these terms: “good car for city driving”, “Honda City price”, “new properties in Kolkata”, “rent for 3-BHK flat in Urbana”?

A good matching of search intent with the landing page copy will get a much better ROI on your ad-spend.

Have you analysed your different ad campaigns and checked whether the landing pages match the search intent and carry relevant information and matching Calls-to-Action (CTA)?