As an SEO agency we have never

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Additionally, multiple landing pages targeting individual cities or regions would not have been an efficient use of Kuraray's budget. No focus on tests and certificates: Our customer has previously sent out tests and certificates upon request, but has not proactively advertised them. dealt with specialty chemicals before. But through analyzing search intentions, we came to the conclusion that tests and certificates are particularly important for B2B specialist decision-makers in this industry. No focus on silicone: For specialist decision-makers who search for the keyword on Google, weighing up between silicone and “medical grade tpes” is an absolutely central question.


With a bit of luck, we might have been able to find out about this through Kuraray's sales HK Phone Number department or through interviews with buyers. But how long would it have taken to reach this conclusion? And could these interviewees also have told us that the comparison with silicone is more important for Google users than the comparison with other materials such as PVC or latex? How were we supposed to identify the question in the first place? This short case study shows: A real understanding of what users on Google expect from a webpage does not come from theoretical considerations. Instead, a search intention hierarchy analysis based on empirical data is required.




Correctly determine search intent Search Intent Hierarchy Analysis (SIHA): This is the name of the framework with which we determine Google users' search intentions for specific keywords. The concept is based on the research of AJ Kohn and is clearly explained by Alexander Rus, among others , in his YouTube videos. svaerm has further developed the concept by carrying out a very detailed competitive analysis, looking for original content components and briefing our specialist editors with detailed “writing plans” so that we don’t leave out any important information.