How can you optimize your content for user search intent?
intro
According to experts, 46 searches on the internet are local. In other words, about half of all inquiries to Google are to find something nearby.
So how can you participate and take advantage of monthly local searches? Let’s find out.
What is search intent?
What a user is trying to do while doing a search is known as the search intent. The initial purpose of a user’s search is reflected in their search intent. Search intent is broadly divided into three categories: navigational, informational, and transactional.
These are all geared toward the intent of Google’s users who are looking for something specific, such as a product, place, or trip. Therefore, it has become an essential element in SEO, as website owners can understand the proper prescription of content that targets this intent.
Why is search intent important for SEO?
Search intent is an important element of SEO that some people often overlook. In a sense, search intent refers to a user’s state of mind when performing a search. For example, when someone searches for “things to do in Delhi,” their search intent is to find places to visit in Delhi.
SEO aims to get your website to rank higher in the SERPs, so search intent helps with relevance and popular keywords with your target audience. Therefore, the more people click on your site’s links, the higher your site will rank for those keywords.
Another example is if you have an e-commerce store and want people to find you. You want people to find you, not your competitors searching for products on Google Shopping or Amazon. In this way, you can use search intent to drive organic traffic to your domain.
Three main types of search intent
To understand the importance of search intent, it is essential to understand its different types. Therefore, this time we will discuss in detail the three types of search intent.
A navigational intent is when a user wants to find content that helps them find what they’re looking for.
Informational intent is when a user wants to get more information about a topic they have already viewed.
Transactional intent is when a user wants or wants to buy something online.
Each type allows you to understand the thinking behind it. Now, let me show you how to understand it.
information
The intent of information retrieval is to seek information about a given topic or subject. This is often done through search engines, and the results of this type of search are usually in text format.
Information retrieval typically involves looking for facts and data that can inform discussion and decision-making.
purchase
Product purchase search intent measures how likely a user is to purchase the product being searched for. This is different from the conversion rate, which measures how many people who visit your site purchase a product.
The higher the purchase search intent, the more likely the user is to purchase the product. A great way to increase your SERPs and improve your SEO rankings is to focus on user purchase intent.
Surrounding environment
Local users tend to search for nearby places, attractions, events, etc. We may also use travel-related keywords such as “rental car” or “hotel.” This search intent is also known as navigational, allowing users to navigate locally or internationally.
5 ways to optimize your content to meet user search intent.
You don’t have to create a strategy strictly from scratch to optimize your content with keywords in mind. Instead, there are a few things you need to do to help attract more users to your content. Thus, here are five strategies to do it.
- Local keywords
One of your major goals should be locating local keywords. As mentioned earlier, people look for products and navigation. Let me now offer you a few instances.
Best Shoes – Navigation and Purchase Intent
washing machine price – purchase intention only
best washing machine in Delhi – Informational, Purchasing, and Navigation Intent
The first intent is purely navigational, and the second intent is for purchase. But the last intention is to find the best product in the nearby range. Therefore, it is necessary to provide information regarding purchase and location.
So how can you optimize your content in such a way? Use any good tool to do local keyword research.Set location information.
Set language.
Search for keywords
And finally, use those keywords in your content.
- Value of providing information
The information you provide in your content plays an important role in local and international searches. But how exactly should we provide this information?
Write promising headlines, such as how-to or list articles.
Use statistics to demonstrate your ability in the subject.
Utilize data charts and infographics.
Add images and videos if possible.
This will ensure that search engine crawlers see your content as the most informative. Therefore, you can rank higher in the SERPs and make your site more obvious in intentional searches.
- Format
The format of your content is important because users want to find information quickly. Now, if your introduction doesn’t mention your main keywords or headings, you’ll lose the user’s interest.
Therefore, it is necessary to format content that prioritizes user intent. Examples include putting the main keyword in the introduction, making it a subheading (H2), and writing a list with subkeywords.
- Use different tones in your content
The tone of your content plays an important role, so this is another non-negotiable point. However, changing the tone manually is tedious, so you may want to use a tool like the one below. Using the paraphrase tool, you can do something like this.
Parafrazer allows you to change the tone of your content to suit your users in seconds. Besides, you can also try different styles.
Each of these content tones can make your content more relevant to your target audience.
- Add FAQ
Questions and inquiries account for 8% of total searches8 Most of these are related to purchases. That’s why you need FAQs in your content. FAQs allow you to answer questions that are additional to or related to the main content.
conclusion
These are some of the key ways that many experts optimize content for user intent. But the goal is to understand the intent of your target audience before indulging in this. Then use these methods to get your content higher in search engine rankings.
