Search intent is another dimension of the online marketing campaign that more businesses are taking into consideration. Search intent is the purpose or reason why people are doing searches on various topics. The goal of these searches is to find answers or information about a topic.
Search engine optimization has long been an effective marketing strategy by companies where they incorporate keywords into their campaigns. Often, companies focus more on optimizing for keywords with little to no regard for information quality on the page. While traffic, leads, and conversions come from incorporating SEO, these positive inputs are dispersed and inconsistent. Integrating search intent into SEO can streamline the process and give better benefits to your business.
Here, we’ll explore how SEO and search intent work together to make your company’s marketing efforts more successful.
When you combine search intent and SEO, your company gains clearer insight into why and how users search for certain information. Many people who own or manage a business or company leave the SEO and digital marketing matters to the capable hands of an SEO consultant. This is recommended considering the frequent updates and changes in the search algorithms of Google and other search engines. Search intent allows you to know the different types of searches that internet users do: informational, navigational, commercial, and transactional. Google has shifted its algorithm to user experience. This provides users with the most relevant and useful information. As such, your digital marketing team should make the necessary adjustments to accommodate all types of searches. This means making the content and landing pages significantly geared towards your audience and their search purpose.
Right now, the trend in Google’s algorithm shifts is moving towards satisfying the search intent of users. This means companies and businesses no longer have to just stuff their content with keywords, they also have to make sure the information in their content is valuable and should expand on the keywords.
Relevance is a key term that business owners and their team of digital marketing experts must take note of. The keywords must fit the keyword intent, and the content should likewise fit the purpose of the search.
For example, let’s say many users are searching the internet about how to care for indoor plants. If you are a plant store owner with vast knowledge about ornamental and indoor plants, this would be a perfect opportunity to create useful and relevant content to address that inquiry. Instead of creating content about different kinds of indoor plants that can be ordered online, make your content relevant by giving tips and advice on how to maintain healthy indoor plants. When users search online about caring for indoor plants, your content comes up as relevant and fits the search intent. Your content will rank higher as a result because of the higher click rate and engagement with your relevant content.
Having relevant and useful content also means you are fulfilling the needs of your audience and prospective customers. This is a strong driving force of traffic towards your website. Your SEO ranking will improve further as a result.
Google’s algorithm no longer stops at clicks to your site link and the number of visitors to your business website. When your website provides relevant content and useful information to its visitors, it is more likely that they will stay on your webpage and explore it further. The longer visitors or customers stay on your website, the more positive the signal it sends to Google and other search engines. As a result, Google will improve your ranking as it deems your content as relevant and helpful to users.
Other benefits of longer site engagement are higher lead generation and better conversion opportunities. If your webpage information is thorough, relevant, informative, and convincing, site visitors are likely to make beneficial actions for your business. This includes subscribing to a newsletter, placing orders, making purchases, and referring your website to the users’ family and friends. As a result, your business growth prospects will improve with this smart move.
User experience is another related factor to relevance that is also essential to achieving a good ranking for your website. Incorporating search intent can mean you need to improve your content or start from scratch to make it more interesting and relevant. Aside from staying longer on your website, the quality of the users’ experience also matters. Search intent allows you to make proactive and anticipatory approaches in making your content. This means that you need to consider the other possible needs of the visitors to your site. Even if you can’t fully satisfy their needs, you can make useful suggestions by guiding your visitors to relevant affiliate links. This way, you are giving your site visitors the impression that your business is helpful and user-oriented.
As your content quality improves, it helps to build your business as an authority in your field or industry. Using the earlier example, if your content is consistently providing helpful and relevant information about indoor plants to site visitors, you are establishing your business site as an indoor plant authority online due to the knowledge and relevant information that you incorporate in your content. As more users trust your site, you are ensuring steady and growing traffic to your site and a boosted SEO ranking.
The key takeaways in the tandem of search engine optimization and search intent are relevance and informativeness. Before updating your website and content to be filled with relevant information, gather data from the search engine results. Learn the general types of queries or searches users make and identify the common reasons and purposes of the search. Data based SEO and search intent match well with each other, resulting in your website and content becoming pertinent to the user search query. As a reward, your business website gets boosted ranking, sales, and revenue, as well as accelerated growth.