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Exploring the Power of Social Media in B2B Marketing

Social media marketing for B2B is a powerful way you can reach your target audience, generate interest and engagement, and obtain excellent ROI on your marketing campaigns.

Lead the Way: AI-Driven Digital Marketing Pioneering B2B Success

Jul 31, 2023 by Mark Baines Category: AI, Marketing, Podcast 0 comments

Over the past few months, the rapid growth of Artificial Intelligence (AI) has become a highly controversial topic for the general population.

Website Design – the Six Key Elements You Can’t Afford to Ignore

It’s not true that designing a website is the most fun you can have with your clothes on. However it does come a close second to the right person, and you’ll find plenty of those at Marcom! 

Digital Marketing Strategy: the most important strategy you’ll have!

May 03, 2023 by Mark Baines Category: Marketing, Podcast 0 comments

A strategy is vital if all the digital elements are to be held together and work meaningfully towards a common goal. Without a strategy you will be wasting money by sending out random and mixed messages, which results in lower results and less ROI.

‘Search Intent’ and how implementing it can power your B2B SEO

Mar 29, 2023 by Gil Drori Category: Marketing, Podcast, SEO 0 comments

What is a ‘Search Intent’?

Search Intent (or user intent, audience intent) is the term used to describe the purpose of an online search. It's the reason why someone conducts a specific search. After all, everyone who does an online search is hoping to find something.

‘Intent’ refers to the purpose or objective behind a user's search query. When a user enters a keyword or phrase into Google (or any other Search Engine), they have a specific objective in mind, and Google aims to provide the most relevant results based on this intent. Google uses Search Intent as a factor to determine relevance, so the better you can match the user's intent, the more likely your content will appear in Google’s results pages, leading to a higher ranking. 

Optimising your website for Search Intent will also have a significant impact on lead generation and conversions. By providing the information that your target audience is looking for, you can establish trust and credibility, which can then lead to increased conversions and sales. High-quality leads are more likely to convert into customers, and by providing the information they need, you can attract the right audience to your website.  

Your sales prospects ask questions of Google and you want to be the ones to give them the answers. Therefore understanding Search Intent is essential for effective B2B SEO and it can significantly impact your business's success.  

There are four main types of search intent: 

  • Navigational Intent 
  • Informational Intent 
  • Commercial Intent 
  • Transactional Intent 


Understanding these different types is important for B2B businesses looking to improve their SEO: 

Navigational Search Intent

Navigational Intent refers to when a user is searching for a specific website or web page. 

  • Examples of keywords with navigational intent include the name of a brand or specific website, such as ‘IBM’ or ‘software for e-commerce’. 
  • By targeting navigational keywords, businesses can scoop up these searches, increasing brand visibility and directing users to their websites.


Informational Search Intent

Informational Intent refers to when a user is searching for information on a specific topic. 

  • Examples of keywords with informational intent include questions such as ‘How to…?’ and ‘What is…?’ 
  • By targeting informational keywords, businesses can drive traffic to their website, provide valuable information to users and establish their expertise in a specific subject matter. 


Commercial Search Intent

Commercial Intent refers to when a user is searching for products or services to purchase. 

  • Examples of keywords with Commercial Intent include phrases such as ‘see our range of XXXX software here’ and ‘choose the best XXXX software for you’. 
  • By targeting commercial keywords, businesses can increase their chances of being found by users actively searching for products or services to purchase. They’re already warm. 


Transactional Search Intent

Transactional Intent refers to when a user is searching for a specific product or service to purchase and is ready to complete a transaction.  

  • Examples of keywords with Transactional Intent include phrases such as ‘buy XXXX software here’ or ‘best XXXX software prices’. 
  • By targeting transactional keywords, businesses can increase their chances of being found by users actively searching to buy a specific product or service to purchase and being ready to complete a transaction. They’re hot! 


By identifying and targeting the four types of search intent - navigational, informational, commercial, and transactional - businesses can drive more traffic by improving their rankings on the results pages and increase engagement and conversions.  

It makes sense therefore to do your keyword research first, then overlay it with an Intent workshop, and only then to create your content or SEO campaign. Understanding Search Intent is so important for successful B2B SEO that we at Marcom wouldn’t begin a serious SEO campaign without having considered it first. 

If you're looking to enhance your B2B SEO strategy, it's important to understand Search Intent thoroughly and know how to implement it effectively. For more information on how Marcom can help, please don't hesitate to contact us. 


Mark Baines 

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Now available - Ask the Experts Episode #02:

Keywords and how they can power your B2B SEO

Podcast by Marcom: March 2023

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The what, why and how of Inbound Marketing for Engineering and Technology companies

Jan 09, 2023 by Mark Baines Category: Marketing, Podcast 0 comments

The buzz phrase in boardrooms across the country is ‘Inbound Marketing’. What does Inbound Marketing do for you and why should you take it seriously?