Since search engine optimization (SEO) is all about reaching people with relevant content knowing what people are searching for. The success of an SEO strategy depends on the keywords you choose, but how do you know which keywords people are using in their search queries? It is where the concept of search intents comes into play.
Search intent is now a buzzword in the world of SEO. It is described as one of the main pillars of successful SEO techniques. It refers to the reason for which a person uses a search engine. While this approach can be subjective, the theories are pretty straightforward when involved.
There is also a hidden search intent behind every search query; therefore, discovering or understanding it is crucial. So, how can you integrate search intent into your SEO campaign? Read on to find out.
Find out what keywords people use when they're looking for searches
The first survey is always essential when developing an SEO strategy. Since this is the basis of your entire campaign, you need to be relevant specific and target the right keywords for your traffic. Sometimes, just looking at what's already ranked in search engines can help.
It is also helpful to examine the analysis data. Tracking search traffic is essential to identify the query driving people to your site. When brainstorming keywords, you can ask yourself the following questions:
- What search terms do consumers use to find your company?
- When they seek your product or service, what search terms do they use?
- What are their requirements and demands?
- What exactly are they requesting?
These questions will help you understand the words and phrases people use when looking for what you have to offer. However, it's best to prioritize the keywords you find. By doing this, you can determine what is relevant to your business and ultimately drive traffic to your site.
Include search intent in your content
Once you know the keywords people use when searching for your product or service, you can plan your content. In other words, it's a good idea to build your content around the search intent of each keyword.
For example, if specific keywords or phrases drive traffic to your site, try creating content that will help you reach your goals. If your target audience is looking for product or service guidance, provide it in your post. Or, if someone is looking for a keyword with high commercial intent, we encourage you to include that keyword in your meta tags and meta descriptions.
It would be best to connect with your audience with the exact information they are looking for. A good example is if someone is searching for "how to make fabric flowers", the content should guide them through the steps to make these flowers. It fulfils their intentions and encourages them to take the next step.
And when it comes to content, it's best to keep these four pillars of search intent in mind. These include the style, type, format, and angle of the content. Each of these headings represents a different version of the content.
Here's how they work:
Capture the current content rank of the target keyword. What is this content? Is it a short blog post, long article, PDF or video download?
Content styles refer to audio, video, text, or other formats. If most of the top results on a keyword search engine results page (SERP) are videos, we recommend that you also provide video content for that particular keyword.
The content-type indicates the type of page to which the result is associated. It can be a blog post, a website, or a landing page. The goal is to see what information currently dominates the search results and make sure the content matches.
The content format determines whether the article is an edited checklist, standard blog post, how-to guide, tutorial, or any other possible design.
The format of the content should match the design highlighted in SERP. If most of the top links are tutorials, you should create a tutorial for how-to guides, such as creating guide content.
What are the unique selling propositions of high-ranking content? Content Angle is a unique value proposition that is suggested and offers something different from the vast majority of the content there.
The angle of your content makes it stand out. It is essential to recognize where the seeker is in the buyer's journey. If the seeker's needs can be successfully met, the seeker is more likely to stay and convert.
You can create search engine optimized content to drive traffic, generate leads, and increase conversions by considering these four factors for your search goals.
Analyze the Competition
Now that you've identified your keywords, it's time to analyze your competitors. This method requires you to discover other companies' rankings for these searches and dig a little deeper into your strategy.
The process can be long, but you want to know which one worked for them. What steps and tactics did they use? Do they have a substantial social media following? This way, you can learn from your success and find out what you can do better.
It also helps you see the backlink profiles of your competitors. You can link to yourself, identify the website that offers the most links, and gradually build your connections.
The Various Kinds of Search Intent
Like other search terms, keywords have multiple purposes. Now that you already know what you're looking for, it's essential to watch the different types and find the best way to approach them.
There are four main categories of search intent: informational, transactional, navigation, and research priority. Let's dive into each.
This type is the most common form of search intent, in which the user's search query is related to a specific topic. What are users looking for? It is a definition, statement or set of instructions on doing something.
Information retrieval is most popular with users because it allows them to grasp concepts without digging deeper quickly. They are not always the most specific, but they can be turned into transactional or navigational searches in the future.
With this in mind, it's essential to include valuable content on your website. It makes your brand more visible to the target audience. It allows you to attract new visitors who may later search for a particular term.
When doing a transactional search, they first try to buy something. If your company has an e-commerce site, you will be fully aware of the importance of these keywords.
When users type "buy a battery" or "where can I buy a battery", they are looking for a store. Whenever possible, you want to get in front of them so you can sell.
Placing related products on your landing page is a good start. However, you can also use citations to highlight your eCommerce opportunities quickly. A good example is "Buy a battery of our choice!". This approach helps reach anyone looking for a quick and easy deal directly.
Another common search purpose is navigation. Most of the time, they want to visit a specific website. When this happens, you can bet they already know what they're doing, and you need to guide them accordingly.
Consistently rank high when browsing search queries as specific domain names are usually used. Also, make sure to optimize your site for speed and accessibility.
Social media marketing is another excellent way to boost traffic. As more people join social networks like Twitter, Facebook, and Instagram, it becomes easier for users to click on your links.
Finally, there is a priority search for surveys. When people fill out these requests, they want to know more about the specific product they want to buy. They can read brand content, view images, and even watch videos.
When it comes to your favourite search terms, you need to create quality content. Add more product information, such as benefits and pricing, and use high-quality images and videos for a more immersive experience.
Of course, most buyers can compare different brands and find the best deal. If you have a competitive price, design, or feature set, this can give you an edge.
There is no doubt that search intent plays an essential role in SEO. Whether you want to drive more traffic to your site or improve your visibility in search results, you need to determine the intent behind your keywords.
Once these clear guidelines are in place, you can incorporate them into your SEO strategy. All it takes is a little creativity to find the right keywords and content that matches your audience's perception.