Every content optimization or SEO marketing strategy should always start with understanding your audience’s search intent. However, the question is – why do you need to do that?
Think about it – while searching for something – how many times have you written something that’s utter gibberish. But, somehow, Google understood exactly what you’re looking for.
How did it do so?
Well, that’s because Google understands what your search intent is. And it also encourages an entrepreneur or a marketer to do the same.
Basically, the more search intent-focused your marketing strategy is, the higher your chances are of people finding you. After all, you are providing precisely what they’re searching for.
Thus, in this article, we’ll talk about what search intent actually is, how it works and how you need to implement it. Let’s get started with it, then.
Demystifying the Mystery of Search Intent
Imagine you’re planning a nice little vacation.
You pull out your trusted search engine and type in “best beach destinations.”
What are you looking for? Certainly not a history lesson on beaches or a cute list of sunscreen brands. You’re on the hunt for enticing articles or guides that lay out the most picturesque beach getaways. That’s your search intent – your ultimate purpose behind that query.
You can consider search intent to be the compass that guides SERPs to provide users with the most relevant results. It, in essence, is the art of deciphering what your audience really means when they type in those keywords.
There are generally four main types of search intent:
- Informational: Users are seeking information. The “how-to” guides, explanations, and educational content can be considered to be put under this category.
- Navigational: In this case, users are looking for a specific webpage. An example of it can be typing in “Facebook login” is navigational intent.
- Commercial Investigation: Users are comparing options, reading reviews, and looking for product information before making a decision.
- Transactional: Your users are ready to take action – making a purchase, signing up for a service, or downloading something.
As a marketer, it’s your responsibility to understand such search intentions and create content in accordance to it. The better you capture the market, the higher your audience base will be.
How to Create a SEO Marketing Strategy with Search Intent?
Creating a proper and perfect SEO marketing strategy can be difficult. So, if you want to get a clue or two, it might be best to follow your audience’s search intent closely.
Let’s check how you can do it.
Step – 1: Understanding Your Audience’s Search Intent
To kick things off, it’s essential to grasp the concept of search intent. Search intent is all about understanding why people are typing certain words into search engines. Are they looking for information, trying to make a purchase, seeking a specific website, or looking for local businesses? Once you’ve got that down, you’re on your way to creating a killer SEO strategy.
Note: The best way to understand your audience’s search intent is to follow what they may be searching for on Google. You can use Google Trends to get more information on it.
Step – 2: Researching Keywords with Intent in Mind
Now, let’s talk about keywords.
They’re the building blocks of your SEO strategy. But here’s the twist: you’ll want to choose keywords that match the intent behind them. For example, if you’re searching for “best budget smartphones,” they’re probably not ready to buy just yet. So, in this case, your strategy might involve creating a detailed comparison guide or a listicle of top-rated budget phones.
Note: When it comes to searching for keywords, there are several tools you can use, such as a free tool like Google Trends or a premium one like Ahrefs.
Step – 3: Tailoring Your Content to Intent
Time to put your content creator hat on! Based on your keyword research, you can now craft content that directly addresses different search intents. If someone’s searching for “how to tie a tie,” a step-by-step visual guide or a video tutorial would be gold. The key here is to match your content format to what the user is likely looking for.
Note: When you are creating content, be sure to make it as simple as you can. It, in turn, will pull more people, as they will be able to understand it and make a buying decision.
Step – 4: Putting Your Efforts into On-Page Optimization
Ah, on-page optimization – the art of making search engines fall in love with your content. Integrate your target keywords where it makes sense, but don’t stuff them like a Thanksgiving turkey. Also, tweak your meta titles and descriptions to give users a sneak peek of what they’ll find. Remember, you’re not just talking to search engines; you’re talking to real people too.
Note: On-page optimization is quite a technical thing. Therefore, it will be better if you could opt for a professional SEO Agency. This way, you won’t mess up anything at all.
Step – 5: User Experience is Still the GOD
Let’s not forget about the user experience. Google’s all about sending users to websites that offer a great experience. Thus, make sure your website is easy to navigate, loads quickly, and is mobile-friendly. If people can’t find what they’re looking for or your site takes eons to load, they’ll bounce faster than a kangaroo on a trampoline.
Note: The user experience of your website will also depend on how well you have maintained the coloring of it. The more minimalistic it is, the better, basically.
The Bottom Line
The digital world is like a bustling marketplace. Things change, trends shift, and new searches emerge. That’s why it’s crucial to keep an eye on how your strategy is performing.
So, use tools like Google Analytics to track traffic, engagement, and conversion rates. If you notice certain keywords bringing in unexpected intent, adjust your strategy accordingly.