“Just Google it” is the phrase you probably hear everywhere you go nowadays. As search engines continue to improve by focusing more on user experience, your search engine optimization (SEO) strategy should always consider decoding user intent.
What is User Intent?
User intent refers to anything customers intend to look for when they conduct a search query on the Internet. The intent may be shown through keywords or by implication. For instance, if you type the word “bison” into many search engines, a list of local restaurants serving bison appears as a result. The search engine matches the user intent based on search data, click data and heuristics, and no longer produces old simple results from keywords. Thus, successful SEO strategy requires a good grasp of user intent.
Different Types of User Intent
There are typically three main types of user intent: navigational, informational, and transactional. The navigational intent is when a user wants to get to a particular site. If a user tries to look for information, it is called informational intent. Moreover, when a user wants to perform an activity or purchase something online, it is considered transactional intent.
How to Create Content That Relates
To develop a reliable SEO content strategy, you need to understand what customers truly want about your products or service and would be more likely to put in their online search. The initial step is to list everything your business does and wants to be looked up for.
Categorize those things into types of user intent and assign a value to each one to help prioritize efforts and resource allocation. Then, brainstorm about the kinds of media, message, or graphics that need to be created to match with the user intent incorporated into your marketing plan.
User Intent Differences Across Devices
Users move across platforms and devices to search and make decisions. It is vital that your SEO agency can help you plan a content approach that reaches multiple media channels where potential customers can have access.
Mobile users may aim at finding a quick answer, compared to more extended results on a desktop. For instance, a user who looks for “furniture” on a smartphone is more likely to pay attention to the differences in prices and images of the product than to detailed descriptions of it. Therefore, the time element plays a role in the types of products searched on devices.
Moreover, mobile search tends to yield more local-based results. This means regional business owners can advertise and capture local customers with promotions that cater to a specific demographic. When a user uses location-based keywords such as “used cars for less than $2,000 in Winnipeg,” you have a clear indication of what the user is searching for. With this information, design content, product positioning, and a marketing plan will be simplified.
Shifting the focus of keyword search to user intent will help business owners seize more opportunity to attract and accommodate customers. The success rate depends on how much you understand user intent and can develop a content strategy around it.
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