Search intent is the goal users want to achieve when they log on to Google and type a specific keyword into the search bar. For example, if a user searches "dog toys for sale," they want to buy dog toys. They won't be interested in an educational blog post about dog toys and why dogs love them.
Instead, a product or category page in a store nearby is the best search result to help them achieve their goals. Google knows this and uses its powerful AI to match these types of content to the person running that search.
A better approach would be to attract people likely to turn into customers.
How's that possible? By making sure your content ranks for specific keywords that match the search intent behind that keyword. If your content isn't helpful to the user, you could fall prey to Google's SEO algorithm and lose ranking if they don't help the user.
There are several variables to juggle here, but the most important thing to remember is: Don't think about yourself (or your business). That's easier said than done, so here are 3 steps to create SEO content that aligns with the search intent of the primary keyword you're looking to target:
You need to go deeper than a standard buyer persona. What problems make them search for your product or service? What solutions are they looking for? And what makes them hesitate or jump in excitement?
The best way to get this information is to survey or interview your current customers. Ask open-ended questions in those surveys, not "yes or no" questions. Examples:
The answers to these questions could be part of your keyword strategy for your ideal buyer persona.
In the last step, you used interviews and surveys to better understand your customer. Dig for gaps in their knowledge and find goldmines you can use in your content creation strategy. Answer those questions in the most easy-to-grasp manner. Make it engaging and shareable. These are pointers Google's bots look out for to know if your content is helpful for that specific search term.
If your intention behind the content is to be helpful, you can win the top spot on the SERPs for a search term people are searching for. This results in more web traffic and a better opportunity to convert web traffic into potential customers. And it won't just be any traffic; it'll be traffic that aligns the intention of what the reader is looking for and your brand's product or service. Google's algorithm uses a sophisticated AI that understands the user's search intention and presents the best result for the user.
Simply being helpful doesn't result in a sale. What if your web visitor wants to buy a solution? Where do you direct them to purchase/ convert? Too often, you'll find websites without a clear call to action. It's great when people find your website in the search engine results page (SERP) relevant to their intent and find the information helpful. However, with no ideal next step, you lose the opportunity to convert a potential new customer.
What if they want more content like the one they just enjoyed? Provide them with a way to subscribe for new blog post updates. What if they want a PDF version of your long-form content? Design and make it a lead gen resource they can download. It's a win-win for both. You get a new lead, and they get what they want. For example, take a look at your resource center.
If your company offers software or service that solves their problem, link them to schedule a discovery call, schedule a free demo, or a free trial. It's a wasted opportunity to get a lead and grow your business if these CTAs aren't where web visitors expect them to be. For example, you can sign up for our newsletter on the bottom of this page.
If there’s anything previous Google Search algorithm updates have taught us is that Google is constantly trying to find the best ways to give searchers what they want. That’s why genuinely useful and helpful content is timeless. It’ll always be relevant because it answers the questions people have in their minds.
If you can use the 3-step process above to optimize the pages on your website, you’ll be able to reach more of the people who fit your ideal customer profile and convert them into customers. Ready to have a conversation about your search strategy using intent data? Schedule a free consultation.