Search Intent is necessary to study and fully understand for crafting your content strategy.
If you can really get to know your target visitors’ real intention, you can create and deliver compelling information, to fulfill their needs and wants, at the same time, you can also lead and propel your visitors to your most wanted response.
You know, behind every search on Search Engine, there must be some kind of intention. Maybe visitor is looking for answer, solution, resource, specific subject, review of a product, and others information.
If you can deliver the matching content to fulfill this expectation, it will connect with the visitor immediately.
Understanding and measuring search intent is an effective way to increase conversions, or click through rate; and also, a proper step to make your webpages to get better results for ranking, and provide more value to your visitors.
In the long run, it also helps to establish your website as a trustworthy and reliable source of content your visitors can rely on.
As for now, the simple interpretation of keywords is no longer always recognized; since in most cases, visitors are not typing simple keywords that yield simple search engine results, they are entering “queries” – phrases, attempting to acquire specific intention.
Search Engine attempts to match that intent based on search data, click data, and responses from users, and then serves better and more relevant intent-based results.
In other words, visitors know what they’re looking for, and search engines are getting much better at satisfying the user intent through their search results.
So, you should make your website fit into this pattern for better performance.
Your website and online presentation need to focus around targeted customer intent, and not traditional keywords focused optimization.
Try to list everything your website and business does: What kind of service or product you offer? So, what kind of potential customers are looking for your type of product?
And ask yourself, for what kind of topics or queries should your content appears to match, in order to attract and get the click?
Now that you have a prioritized list of topics, it's time to figure out what ingredients and information will satisfy the user intent, and propel to achieve your goals.
You may go back to topic categories, and think about what type of media, style of editorial, graphic, data points, message, and information would need to create for each.
Before you can sit down to write you content, you must first identify and really understand your target group of potential customers, especially their needs and wants, what emotions and desires which evoke their buying mood, to make the transaction successfully.
With all the collected information, you now can really start creating compelling content that connects your visitors.
By identifying topic relevancy, exploring new query research, understanding user intent, and providing content that connects, you can look forward to more valuable traffic.
When you begin to focus on search intent, you can look at live examples of searches that people type into search engines like Google every day, indicate which keywords are being used, and how they’re tied to questions or queries in Google.
It’s also important to note that your content should be relevant with your business, and also the products and services your business actually offers.
One of the best ways to learn about search intent of your particular visitors, who are actually visiting your website, is to look at your own traffic analytics.
For example, by using traffic analysis tool such as Google Analytic, you can research which keywords, especially long tail keywords that are being used to find your website; you can scrutinize each one, search for elements of user intent.
In doing so, you’ll learn about what your particular visitor is looking for, and identify opportunities to create and deliver the types of content and resources they really want and need.
Another important step is analyzing the search results; you can undertaking by typing your specific keywords into search engines, and analyze the SERPs.
Check whether the results are matching your search intent, what can you learn from the outcome? Can you find elements that inspire you to revamp your content for better performance?
You can also use your own data to see if visitors are actually finding the resources they need once they arrive at your website.
To do so, compare your organic search traffic keywords with the search terms visitors are using in your website’s own internal search tool (if applicable).
Do the search queries match up, or is there a discrepancy? Compare this data to identify information your visitor is looking for, but might not be readily available on your site.
Understanding user intent begins with analyzing your data to see what your users are actually searching for, both on and off your website.
Content relevance, quality, and freshness are important for successful content strategy.
But the most crucial step is to create content that appeals to the specific needs, interests, and problems of the visitors you're targeting.
So when crafting your content, start by figuring out what your target customers are looking for, what are the long tail keywords they are using, and what measuring and information can you deliver to fulfill these intention.
Creating an effective content strategy isn’t especially hard; it’s just that there’s a lot of work involved.
But content strategy based on user intent are much easier to create and implement, because the focus becomes sharper and a need is identified, and thus, able to be fulfilled.
Understanding search intent involves really getting into the minds of the visitors to understand what their needs are, and developing a content strategy that fulfills those needs.
And by fulfilling these needs, an increase in click through rates, traffic, conversion rates, leads, and sales is sure to follow.
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