When posting content for a business strategy, the primary aim is user intent satisfaction. If the user has a query in Google, there has to be something they are wanting to get done. On this note let us begin with the basic information about search intent and then quickly we’ll jump to the strategies to improve search intent.
What is search intent?
There’s a major hype going on for search intent in the SEO world. It’s been looked at as a secret element for ranking. But things are way too simple than that.
Put simply, search intent is the reason users search for something to start with. You can understand it by asking yourself about what the user is looking for or what they want to achieve.
Types of search intent
Mostly search intent is divided into three or max to max four types. The common ones are mentioned here below.
This includes searches that are regarding seeking information about a specific subject. For example, questions such as “do my friends like me” or “how to study history” or “ what to eat for weight loss”.
When typing “buy smartwatch” or “buy airconditioner” on a search engine with a motive to make a purchase it comes under this category. There are various reasons a user would choose a retailer and discard the other, such as the customer service, price or whether they know the brand or not, etc. Still, the search intent and keywords remain the same.
When users search “BBC News” or “Instagram” this indicates that they are aware of the website and the purpose it serves. So here the user’s intent is to use a search engine to navigate to the other.
How to understand a keyword’s intent
The terms users type in their search queries helps to know the user’s intent. This functions in another way too. You can improve your chances of getting found by users with related search intent by creating keywords containing intent-specific terms.
So what is meant by intent-specific terms? The keywords used for transactional, informational or navigational terms. Such as buy, discount, name of the product or brand, deals, how to, why, when, who, etc. are terms that reflect search intent.
How to optimise for better search intent
Why are we talking about all this to you? Because you want to be certain that a landing page matches the audience’s search intent. You shouldn’t display a product page to those who are browsing for information. at least not right away. Most likely, you’ll frighten them away. However, if a potential customer is looking to purchase your product and finds one of your longer blog pieces, you risk losing them. In this scenario, you want to direct them to the appropriate product page in your shop.
It is sensible to optimise your product pages for commercially relevant keywords. For instance, you may optimise a product (category) page for the search term [buy dog vitamins] if you sell dog vitamins. Maybe you’ve written something about giving vitamins? You might target readers looking for information by optimising that article for the search term “how to give vitamins to my daughter.”
Search intent is about your ability to give your readers the search result they desire and solve their queries in the best possible way. Here’s how you may provide a better user experience and search intent.
- Determine the search intent type
Develop an understanding through analysis of the preferences of the search engine. But don’t blindly get driven by it. You should have a balance between your content and the world of SEO. Create your content focusing on the main topic, don’t overload it with unnecessary things. Create topic-focused posts along with fulfilling the terms of search engines.
- Stick to your search engine’s format
Google is definitely a great content marketing tool. It has the most information on customer preferences of any company. Additionally, its technology and algorithm identify the content categories that users prefer when they type a particular keyword.
- Identify the angle, but consider differentiating too
It’s simple to get caught up in the content structure when optimising for search intent and overlook the nuances, such as the article’s slant. If you write an article about “The Best SEO tools used by experts,” for instance, you might find it difficult to rank for “SEO” as the search intent calls for an introduction or beginner’s guide.
People say that search engines are not that efficient to mark the difference. However, the algorithm is smart enough to consider it. It helps them to put forth the appropriate content for search queries.
- Be descriptive and concise
Given the complexity of the keyword purpose, it’s crucial to cover the subject in depth. Be concise and avoid repetition, but make an effort to meet all of your readers’ needs. If a keyword has an informative purpose, make sure people are aware of its means and significance. Consider including illustrations of what it appears like in practice as well.
- Write captivating meta descriptions
Writing meta descriptions that demonstrate to your audience that you have an understanding of their needs is a great strategy to optimise searcher intent. Additionally, compelling descriptions work as calls to action and can boost click-through rates dramatically.
- Review other keywords and topics
Last but not least, keep in mind that user intent is a moment in time in the customer journey. Think about the moments before the search and the questions that come next to truly optimise your content marketing funnel.
To answer all of your clients’ queries, create in-depth topic clusters. Utilize internal links and CTAs to direct them to the appropriate content at the appropriate time.
Determine your user’s search intent
Determining a query’s search intent might be challenging at times. Additionally, it’s possible that various users who enter the same search query will have somewhat varied user intents. Fortunately, you may look directly at the search results pages to determine which intent matches your terms the best. Learn how to use the results pages to produce excellent, intent-based content.
Asking your audience is another technique to learn more about their search intent. You could create a brief poll with questions about popular search terms and have it appear when someone visits your website. That will undoubtedly provide you with some insightful information about your audience and their motivations. The user experience on your website may suffer if you employ these types of pop-ups too frequently.
After this read, you must have gotten the idea that search intent targeting is not only for SEO and paid searches. It plays an important role and has an impact on your digital marketing strategy overall. Seeking help from Content Marketing Companies in India will help you have the best SEO strategy and execution for search intent improvement.
Your social media efforts, email strategy, and even significant creative advertising campaigns can be influenced by knowing what your audience expects and their thought process.
Search intent data is about customer behaviour, as opposed to the constrained, biassed, and time-bound nature of surveys and focus groups. More significantly, the data demonstrates how to reach customers in real-time with your brand’s message when they ask for assistance.