If there is one thing that you and your business know more than any other, it's how quickly the online world can change. Today's hottest new trend quickly falls away to become yesterday's news.
But, in this state of constant flux, one thing never seems to change: User intent.
User Intent and Your SEO Strategy
In the SEO world, people can easily get caught up in the nuts and bolts of different strategies.
After all, positioning yourself high up on the Search Engine Results Pages (SERPS) is the ultimate game changer for businesses everywhere.
But, with the online world ever changing, and the strategies employed to reach consumers constantly being updated, how can you have a consistent SEO strategy that will get you the results you want over time?
You can do this by putting user intent front and center of everything you do. Because the future of SEO isn't mired in compiling strategy after strategy until something sticks.
The future of SEO is user intent.
If you're interested to find out more, read on. In this article, we're about to give you the full scoop.
7 Reasons User Intent Needs to Be in Your SEO Strategy
1. Constant Google Updates
Have you been struggling to keep up with Google's almost never-ending string of updates? If so, you are not alone.
Businesses across every conceivable platform are faced with this challenge every single day. Because it's constantly trying to improve its service, Google is forever experimenting with changes to its algorithms.
In fact, it's estimated that Google updates its algorithms between 500 and 600 times each year. Is this going to change anytime soon?
With every Google change, your SEO strategy changes. But with so many updates, how can you possibly keep up?
Instead of trying to please every algorithm change, focus on the core fundamentals of a great SEO strategy instead. And, have user intent underlying everything you do.
2. Google and User Intent
For Google, satisfying user intent has become the ultimate goal.
In fact, intent is the common thread running through many of its updates of late.
Improving the user experience has grown more important than ever in the eyes of Google and its algorithm updates going forward will continue to have user intent as its guiding principle.
You and your business would do well then to have user intent at the heart of any SEO strategy.
Keywords are the building blocks of all SEO plans.
But, if you want to grow your online presence, you'll need to focus on the intent and needs of your users when compiling your list of keywords.
When consumers type in a keyword or a search term, their intent is on display.
Every search query put into Google or any other search engine is actually a question. We go to the search engines to find specific solutions or answers to our queries.
Your keyword strategy, therefore, will not be going anywhere. But, the way you research your keywords will need to change, as will the actual keywords that you assign for your product or service.
When it comes to creating unique keywords, user intent needs to be the fundamental consideration.
4. Better Demographics
Mobile and local search have taken off in unprecedented fashion in recent times.
In this new world, catering to particular demographics is essential if your business is going to thrive. Location-based keywords are an awesome indication of what a user is seeking and where.
For example, when someone searches for "cheap dresses in New Jersey" there is no doubt about what they want, and where they want it.
Armed with this information, you can position your product and work your SEO strategy around this user intent.
If Google is increasingly placing a premium on user intent, creating marketing content that satisfies this becomes more and more important for you.
The good news is you can create killer content around your customer's keywords. This will bring your content closer to user intent.
When you're constructing and structuring content, you must always be asking, "What is the user's intent when searching for this content?"
In this, it's important to bear in mind that the search engines are aiming for a more human user experience. As a consequence, the more natural the language you use, the better.
Here are some ways to structure your content to satisfy user intent:
- Write naturally and go for a conversational tone
- Go simple and natural with your language choice
- Directly answer the questions your audience may have
- Use keywords in your content in an organic way - don't stuff.
6. Better Web Pages
What is your website designed to do?
It's all about giving information and getting higher conversion rates, right?
Optimizing your website with today's SEO best practices is a difficult, time-consuming procedure.
When it comes to optimizing your web pages, understanding user intent is vital.
Because once you understand what your user wants and why exactly they are visiting your site, you are in a much better position to give them what.
You can design your pages with intent in mind. Think bullet points, headlines, images, etc.
Once you know your user's intent, you can satisfy it.
7. Different Types of Intent
Although we're sure your business is jaw-droppingly awesome, not every user will be ready to buy your product or service right off the bat.
Different users will have different intent.
Types of User Intent
- Navigational Intent. The user wants to reach a specific site but they don’t know the URL. For SEO purposes, this intent offers the lowest form of value unless it is your specific brand the user is looking for.
- Informational/Commercial Intent. The user is looking for information and may or may not take action on the information. Though this may not boost your conversion rate, satisfying informational intent will increase your traffic and may help establish you as an authority in your field.
- Transactional Intent. The user's intent is to explore options with a view to making a definite purchase. Optimizing for this intent is a must.
Getting to know each type will allow you to directly connect with your audience. Then, you can formulate an SEO strategy that can target each intent.
User Intent Must Be In Your SEO Strategy
Even though the online landscape is forever changing, one thing will always stay the same: Your need to grow your business.
In order to continue to do that, placing intent at the heart of your SEO strategy is simply a must.
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