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Semrush Keyword Intent Campaign

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The Keyword Intent Campaign

One of the biggest headaches for every SEO marketer is how to target the right audience with the right keywords. Keyword intent (or searcher intent) is defined as being the underlying purpose behind a user’s online query. Knowing the searcher intent behind target keywords allows marketers to make search campaigns more effective by precisely reaching the right audience.

At the end of 2021, Semrush released a new search intent filter and added it to all of its award-winning keyword-based tools. To support the launch campaign, the Semrush in-house Marketing Design Agency developed the creative explainer video that helps to deliver the core values and opportunities now available to Semrush platform users.

The Concept

There’s always a real person behind each Google query. And it’s one of the most important goals for the online marketer to perfectly fit their content with the appropriate search intent of that person. There are four main types of possible search intent: Informational, Commercial, Navigational, and Transactional. We decided to build a concept that visualized each type of search intent as a funny character with its own unique shape. At first, their shape doesn’t allow them to reach the content they need. The core message we deliver through the campaign is that «Semrush helps marketers show the right content to the right audience».

Additional Promotional Materials

In addition to the animated video, the team created a variety of assets and additional visuals for different promotional channels, including the main landing page, paid social and paid display advertising as well as a bunch of educational infographics for organic social media channels.