Have you ever thought what exactly your searcher is looking for? It is sustainable and valuable content. If you don’t provide it, you may have a lot to lose. Being one of Google’s fundamental goals, satisfying search intent has to be yours too. As a brand, if you wish to succeed, make sure you have a better understanding of what customers are searching for and what they want to see as soon as they enter a query.
In today’s digital world, creating user behavior data has become of prime importance as it can directly impact search rankings (the organic one). So if you want to if you’re going to gain traffic and make your brand become more present online, understanding your users is the most important thing to do. A research study by Experienced Dynamics showed that an un-optimized page content prompts 70% of users to leave and search another site to complete their task. Now, do you really think that algorithms are keeping up with the pace? Several proxies like backlinks and keywords have long been, and still are- stand-ins for the likelihood that a web page will satisfy user intent.
Search intent defined by Google (and others)
Putting customers aside for a while, and focus on what Google has to say regarding search intent. According to the search engine, the term seems to have a very significant impact when it comes to conducting a useful search result. The mission and vision are to maintain as well as grow the search market share. And this can be done easily by capturing more and more eyeballs on your content. Now, what kind of content, you may ask? Well, if classified appropriately, they can be divided into specific categories.
- Informational post where your audience can learn something (e.g., how to train for freestyle dancing or how to play cricket).
- Transactional post where your end-users wishes to buy something (e.g., buy clothes, accessories, or even running shoes online).
- Navigational post is about visiting a web site
Are you getting the gist? Let’s elaborate it a bit!
With the technology advancement taking place at a rapid pace where we have AI, Big data, IoT, and improved search engine algorithms, there are times when search robots find it challenging when it comes to understanding what people mean even though when they are typing specific queries. Let’s say, for example, If I enter the term ‘mechanic’ into the search field, do you think that Google will show precisely the same what I want to see? Probably not!
As a result, the search engine started selecting all the possible results people could expect, especially in regard to the query. That’s why it becomes very important for you as a user to denote the accurate intent or else the search engine will come up with several types (of course, the relevant ones) of search results.
What is the significance of intent-based SEO?
As a business owner, I am pretty sure you are well versed with the fact that understanding the need of your potential customers is something that will definitely lead you to success. The similar case is with websites. But before that, you should know who your target audience is and what they expect from you if you want to drive conversion.
For instance, if you are a travel blogger, you need to come up with something catchy, like for example- ‘Around the world in 80 days.’ I am sure you know that this is just not a phrase, but the term is considered as a film and a book. This is what we call a key phrase with high volume. Now when it comes to ranking the query, do you really think you will be able to drive huge traffic your website? Of course, it can!
Furthermore, do you think it is all limited to organic SEO? Well, it isn’t because even your PPC campaigns can have a negative impact if you end up targeting the wrong intent. However, there are times when Pay-per-click can provide false expectations for users. Let’s assume a situation that they happen to click the advertisement are there any adequate amount of chances of them leaving the page?
Of course there would when they see what they didn’t expect. A lot of money will simply be wasted. The moral of the story is if you happen target keywords which aren’t an appropriate fit for your intent, nothing will change your conversions, and even worse, it can become a wasteful venture. That’s the reason why website owners are expected to conduct a relevant keyword research so that they can come up with a content by keeping user intent into account.
How to carry out Intent-Based Keyword Research?
By now, I am pretty sure you must know the basic concept of SEO. I am talking about search volume and the level of keyword difficulty and competitive analysis. But when it comes to user intent, we often forget these things. Down below, I would like to mention certain best practices which will help you target the right intent for your website.
- LSI keywords– It may quite interest you to know that Google algorithms consider the whole content of the page instead of just seeing the targeted keywords. What are LSI (Latent Semantic Indexing) keywords, you may ask? They are basically the ones which will help you answer user queries and create useful content. This provides high relevance and allow search robots to understand content better. Let’s say for example, if you write a query featuring words like engine, tires etc., the search engine will immediately know that you are inquiring about auto repair and related topics. As a website owner, if you wish to get more and more traffic make sure you do incorporate LSI keywords.
- Competitor analysis– If you’re a newcomer and not sure how you can nail this method, then the easiest way to come up with is by keeping a close eye on the most successful market players in the niche. As soon as you identify your closest rivals, it’s time to discover which keywords are they using.
- Mind your snippets– Last but certainly not the least. Other than using LSI keywords in the title or the body of your content, it is always recommendable to implement them into your metadata. This will eventually make your page intent clear in your snippet, resulting in better search rankings.
Harley Marsh is a Technology Trend Observer at eTatvasoft – a mobile app development company. He likes to write about Technology Trends, Leadership, Social Media, SEO, Entrepreneurship, Business Trends and many more things about IT services. He is an avid reader of blogs related to technology and business development. Please visit this link to know more about his company.
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