3 Tips for User Intent SEO Strategy Drive More Relevant Traffic, Increase Performance
You’re a smart,
savvy integrated marketer. You’ve optimized your organization’s website for
keywords and mobile, reviewed your analytics forward and backward, and made
sure to consider user
experience in all facets of your design. But have you considered user
intent? Entrepreneur Magazine
takes a look at
Understanding the Types of Intent
Part of Google’s intensive search algorithm includes user intent,
displaying search results by relevance. For this reason, understanding intent
when creating website content is essential to improving your site’s relevance
and SEO. There are three stages of user intent: informational,
navigational, and transactional.
Informational – the user is merely
gathering information at the beginning stage of a purchase or outreach effort.
They may search using ‘how to’ phrases.
Navigational – the user is looking for
more specific information, considering their options. They may search for the
‘best’ product or solution.
Transactional – the user is ready to
make a purchase and search using ‘where to purchase’ language. Search results
will be for product and company pages.
Determine if Your Content Caters to Intent
At this point,
review your site analytics to see if your content matches audience search
intent. Check out your top performing keywords—are customers likely to land on
a page that best aligns with their intent, or is a transactional buyer being
driven to a page that only provides informational content? If it’s the latter, sprinkle informational
keywords on introductory pages (blog posts,
overview pages) and more transactional language on product pages or anywhere
users can make a purchase.
Create Content for User Intent
intent keywords is a great first step, effective integrated marketers should
also create new optimized content. Plan content that will persuade users at
each stage of intent, as well as ensuring that what is written on a page aligns
with your keyword targets. These steps will guide users through the buyer’s
journey, providing unique content on your site for each search, and positioning
you as the leading match for their needs.
user intent will take your SEO strategy to new heights. Your optimized content
will not only help you improve your site’s ranking during the initial search,
but serve as a tool for converting visitors to buyers by showing them that you
cater to them at every step of their buying journey from the initial informational
search, to the transactional final purchase.