Creating SEO Strategies With Quality User Intent In Mind
As you likely already know, SEO is crucial to your success online. You need it to help customers find your products and services so they can make their way to your website and connect with you further. SEO has also evolved significantly over the years. There are over 200 ranking factors that Google uses to determine the authority given to each page and where it should rank in search results. There is traditional on and off page SEO, but Local SEO (that ensures you rank in the Maps area) has become the most important for businesses looking to attract new customers in their local area.
Google consistently adapts its algorithm to what it believes its users want and need from their searches. Satisfying search intent is Google’s #1 goal. Algorithm changes to meet intent always lead to an adjustment in SEO strategies in order to maintain positioning and authority. Adjustments are made to continually improve the experience Google users receive so your business needs to regularly adapt to keep up with what the users want because that’s what Google will ask for.
Currently, the largest shift in Google’s algorithms (and therefore, SEO strategies) is to focus on the intent the user had when plugging in their search query. We say “plugging in” because typing is no longer the only way searches are initiated. Voice and visual search are consistently becoming more prevalent and so Google has adapted to the intent of those users too. Sounds like a lot to manage, doesn’t it?!
We couldn’t agree more! You’re looking to craft a strategy that understands the intent of your user and that will reach them appropriately by working with the Google algorithm. You want that strategy to work (or only need slight adaptations) for traditional, voice and visual searches as well. So where do you start?
Well, we would be remiss not to suggest that you hit pause and call us at this point. Understanding all of these aspects and how they can work in harmony, as well as keeping up with the constant shifts in the algorithm, is a full time job for a team of SEO experts. So if you want to get the best solutions possible to grow your online presence and see increases in your bottom line, you should consider hiring experts. That said, you’ll still want to understand the basics of user intent and how it impacts SEO strategy so that when you meet with SEO teams, so you know which ones are going to do a great job for you. And you can work with them to create a strategy that you understand.
User intent refers to the purpose behind the search or the goal the person had in mind when they set out to search, Some people are looking to make a purchase. Some to find information. Some are looking for something very specific and they already know what it is. So when you develop online content, you need to know how it can help people and whose goals it will help fulfill. You also want to think about how potential and existing customers will search for you. What problems do they have? What solutions do they need?
For example, let’s say you offer accounting services. You may want to look at search terms for people asking questions about common tax issues. And you’ll also want to consider the solutions, such as keywords and phrases that involve searching for an accountant. Those searching for an accountant already realize they need your services. They want to find the best choices, evaluate them and contact you. Make that seamless and easy for them and they will convert to new business. This means making yourself visible for certain keywords, showing up in the Maps area, strong Google reviews and rating and a great website that tells them why they should work with you.
For those who are looking for help with the problems or concerns they have, when they search for answers to common taxation questions, they want an answer from an expert but have not necessarily considered that they might hire an accountant instead. So you can create blogs and content (such as FAQ’s) that answer the most common concerns or issues that affect your potential customers. Google will rank you in the results and when the user reads your information, they learn to trust you. They may also decide to call you for more information. If you write persuasive content, they should realize by the end of it that though you’ve provided them an answer to this one question, they have more questions, or it’s just easier and more efficient to hire an expert.
When you create a website, write blogs, design campaigns and more, you should always think about what stage of the buying journey your users find you at. The various types of search intent are essentially people at different stages of the buying process so you want to have content for each stage or intent and the availability to buy now, get in touch, learn more and discover that they even need you. Crafting different strategies within your SEO plan to reach each intent type (or people at different buying stages) is critical to your success. It shows Google that it can rely on your information to provide to its users and creates a strong user experience because they get what they came for and more. And when all of that happens, you are much more likely to convert site visitors to new business!
User intent should be at the forefront of everything you do online, starting from your SEO strategy.
If you’re reading this, it’s probably time to talk to an expert. Reach out today to get started!