A basic tactic for search engine optimisation (SEO) is to optimise content for words people use in searches. But to really get the best results when content building, you need to take search intent into account as well. In this article, we will look at the true nature of optimisation of intention.
Search intent relates to the reason behind a person conducting a specific search. Why are they searching for that thing? Is it because they want an answer to a question? Are they looking for a certain website? Or are they looking to buy something? Google has become better at determining the intent behind searches, and will rank pages highest if they fit the search term AND the intent behind it. So you need to optimise your content for search intent.
The words in a person’s search query will indicate their intent. Words like ‘buy’, ‘deal’ or ‘discount’ indicate transactional intent, while terms like ‘how to’ and ‘best way to’ indicate informational intent.
A landing page should fit the audience’s search intent. People searching for information need content and page relevance, meaning they don’t need to see a product page – this would probably discourage them. People looking to buy a product don’t need long articles – point them straight to your shop. Product pages should be optimised with commercial-driven keywords. For example, if you sell multivitamins you could optimise a product page for ‘buy multivitamins’. You could also have an article about the benefits of multivitamins, optimised for ‘what are the benefits of multivitamins?’
Determining the search intent of a query can be difficult, and people with different intents could land on the same page. The best way to learn your audience’s intent is to ask them, perhaps through a short pop-up survey. It’s crucial to ensure your content fits the search terms AND the intent behind them. Make a post or page informational if the target audience is searching for information. But lead people to sales pages if they are likely to be interested in making a purchase.
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