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With the evolving digital world and consumers knowing what they want, it gets harder to engage them, and thus, search intent has become a hot topic for marketers.
Search intent refers to the reason behind a searcher’s query on a search engine. Creating content to satisfy search intent has emerged as the biggest goal for Google since it not only means a better user experience, but the traffic caused by it also increases ad revenues.
In content marketing, search intent should be a major part of the strategy. Why? Both mobile and voice search cater to audience’s short attention spans, so the faster your content answers readers’ queries, the higher the chances are they’ll stick around.
Optimizing search intent ensures that users engage with your content for a longer period of time. This not only acts as a positive signal for Google to boost your website higher in ranking, but it also helps you raise brand awareness through the rankings, which drive relevant leads and prospects to your site.
The more familiarity users have with your brand, the more relevant you become to them, and consequently, the more conversions and retention you can drive your way.
Search intent optimization means giving the right answer at the right time and in the way your target audience needs it! That is, it is about meeting your audiences’ immediate needs and winning their hearts.
It has become one of the biggest digital marketing tools to improve your ranking and drive qualified business leads to your website by serving your customers’ real queries and problems.
Search intent optimization allows you to:
To optimize your content for search intent, you need to use the right keywords. And, the correct usage of keywords to curate content that satisfies search intent has become one of the biggest tools for digital marketing. However, the curation of keywords for search intent depends on the types of user’s search intent.
Search intent or user intent can broadly be divided into four categories:
This includes searches where the user wants to learn something, and it typically starts with “how-to” or “what is.” For example, “How to make pizza without yeast?”
The purpose behind these searches is to find specific websites or web pages. It acts as an alternative to having to type out an entire URL. Navigating search intent examples include searches like “The Times of India” or “Twitter login.”
Transactional search intent is action-based, whereby the user is searching for a product. It includes keywords like “discount,” “buy,” or “order.”
Commercial user intent typically covers informational searches that have transactional intent. Examples include searches like “Harry Potter T-shirts” or “Best coffee maker.”
It is important to perform a search intent analysis before you start optimizing it to have a better ranking on Google pages.
Search engine optimization is the process of curating content to align with the search intent to engage with the users and generate traffic. However, in order to implement an effective SEO strategy, one must understand the correct order of search intent optimization to follow.
Now that you know the steps you need to take to optimize search intent, here are a few ways you can go about doing it:
While Google may be the most popular search engine, you also need to consider other search engines, such as YouTube or Bing, and work towards ranking on them as well. If you ignore optimizing for other search engines, you might miss an opportunity to rank.
Your website may have a few pages that should rank but don’t. That is why you should not just focus on new content but rather optimize your old content for search intent as well. It is one of the fastest ways to drive organic and relevant traffic to your website.
It’s a good idea to look at your competitors and look at what pages they are ranking for before creating new pages or reformatting your old content. Take a look at the top-ranking pages and figure out these questions:
Getting an answer to these questions will help you create the best and relevant piece of content or a landing page for the topic.
While creating content, it is essential for you to ensure that what you’re writing is not only relevant to the terms your audience searches for but also the search intent behind it.
The key takeaway from the article is that when you create SEO-friendly content, be sure to understand the search intent before optimizing your old content or creating new content.
Do you optimize for search intent? Comment with a few SEO tools you use and your best tried-and-tested tips.
Mansi works as a Content Manager at Clientjoy, a Sales CRM & Growth Engine for freelancers & agencies. When she’s not busy working, she keeps herself busy learning or binge-watching her latest sitcom obsession or writing about it. You can connect with her on LinkedIn.
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