Marketing today is customer-centric.
High-performing companies are obsessed with giving their customers exactly what they want. In fact, they have to do that to be successful.
But what does customer centricity mean from a search perspective? And what does that have to do with the "User Intent" to do?
At the Search engine optimization is about more than technical aspects. It's about more than keywords or high-quality content. To increase traffic, you have to offer exactly what the desired reader is looking for.
It may seem obvious, but this point is often overlooked.
The "User Intent" should be a top priority for all content creators. It leads to much higher rankings and conversion rates. It also determines whether visitors stick around to read your content, or whether they go to the search results page (SERP) click back.
Successfully targeting user intent means that you create content and an appropriate title that fulfills the search query. This is an important part of the SEO strategy to maximize click-through rates.
User-created content often scores well on these criteria. They may not be fancy, but they have a loyal following. The intent is simple.
If the content matches what they were looking for, you win.
If they don't, they will leave the site within seconds and go somewhere else.
The goal is not to make as much Traffic as possible. If you attract uninterested users, it will hurt your Rankingbecause the bounce rate increases. These are the visitors who quickly return to the SERPs click.
When you focus on all the bells and whistles of SEO, it's easy to forget the main purpose of a Search Engine. Search engines are there to provide the most relevant results for each search.
To organic Traffic and generate conversions, your content must have a clear user intent. This goes beyond keywords and semantic SEO. It means finding out what searchers want.
Rethinking the purpose of a search query
There are three basic types of user intent:
Informative: The user wants to learn something
- Search - "budget travel destinations" or "summer fashion guides"
- User Intent - the user searches for an article that covers the particular topic of the search
Transaction Intent: The user is looking for a specific product or service
- Search - "kitchen cleaning product" or "personal assistance device" or the exact name of a product.
- Intention of the user - he is looking for a E-commerce-Site that offers this product
Navigation: The user searches for a specific website
- Search - "New York Times" or "Wall Street Journal
- User Intent - Search for a link to a specific website
If your target audience doesn't have your exact website or product in mind for a search query, it's unlikely that your website will be listed in the SERP-results is displayed. Therefore, to achieve a good ranking of your website, relevant information content is often required. This has the dual effect of covering related topics that make your website more visible to the search algorithm.
Create informative content organic Trafficthat guides users to a transaction. This is also known as a navigational match. It brings them into your online sales funnel by providing them with the information they are looking for.
This works as long as both the content and the product and service match user intent.
Regardless of the individual case, it is important to keep this in mind. Users are looking for solutions to their problems. To address their needs, you need to understand what your content should offer in order to give them what they expect.
This requires you to go beyond the technical advice that will give you SEO expertn often, and think about how you can meet the searcher's intent and task fulfillment. Think about the main reasons why someone is searching for a topic related to your website. If you provide content that includes those answers, you'll be rewarded in the rankings.
Forget your company's search goals for a moment. Think about what the reader expects to get out of engaging with your website.
Recognize the intention of the users
Here's a simple way to determine user intent on a particular topic. Start with a "focus topic" that relates to the content you want to publish. Then look at the topSERP-results. The top-ranked sites for this search are usually the ones that match the user's intent. In other words, they answer the searchers' questions. However, websites with high domain authority can sometimes be an exception.
If you're trying to write articles on a focus topic that don't align with user intent, you'll likely need to make some changes to the content.
The growing popularity of voice search means that users are increasingly asking their search queries in the form of questions. You can align your title and focus topic with this.
Strategies that prioritize the buyer's journey are also useful. However, let's first take a look at some basic examples of approaches that don't work. These are fairly common mistakes.
Sometimes, companies try to use the organic Traffic with misleading titles. Often these are based on popular keywords. The title gives the impression that the article is relevant. But the content of the page is something completely different. In this case, there is obviously no real attempt to answer the user query.
Take, for example, the article you are reading right now. The title is "What is User Intent?" and the goal of the article is to answer this question. Imagine if we kept the title and provided a summary of our product, MarketMuse Suite. Now imagine if we didn't provide any content on the topic of user intent.
Most readers would undoubtedly notice the discrepancy. They would leave the page, undermining the credibility of the domain. Rankings could suffer due to a variety of factors, including a high bounce rate and less time spent on the page.
Initially, the Traffic increase, but visitors would not stay long. Trust would fade when they realize that the page is misleading. The next time the page is accessed, they are less likely to choose our website among the other options.
Content that does not address user intent leads to Trafficthat does not convert. This is harmful in both the short and long term. It wastes the reader's time and damages your reputation. If you want to achieve higher conversion rates, you must first address the needs of your users. That's how you attract them to your site and keep them there.
Discrepancies in the intention
Sometimes people use different search terms than you would expect. Take the hub-and-spoke model, also known as the content cluster model, for example. If you create a post focused on the hub-and-spoke model for the MarketMuse audience, it would result in a mismatch.
Look at the search results on Google. They are dominated by discussion of the hub and spoke model of transportation. This has nothing to do with content marketing.
However, a single word can make all the difference. In this case, changing the focus topic to "hub and spoke model" would align the content with user intent, as seen in these search results.
Fragmented user intent exists when a SERP Contains articles that serve different purposes. In these SERPs, the most popular user intent comes first, no matter how good your article is.
Therefore, it's important that your content is designed to rank well in SERPs where the top-ranked items match your intended user intent.
Considering other types of search intent can also help you understand how you want to proceed with content planning. First, there is a difference between explicit and implicit user intent.
The former is self-explanatory when the searcher makes a search query, which the Search Engine says exactly what he or she is looking for. However, explicit search queries can contain a number of other implicit user intentions.
For example, a search for "content solutions" may contain a number of possible interpretations of the implied search intent. The user could be searching for many things here, such as serviceservices for writing content, information articles about content marketing solutions, SEO tools for content creation and so on.
The more general the request, the more possible interpretations there are for the explicit intent. If you are using your content to make a SERP it helps to think about what search queries your target audience might be asking that aren't immediately obvious.
Then you can split those intentions and use them as topics for different articles, like SEOs sometimes do with Long Tail Keywords and strategic intentions. That alone should give you a lot of great ideas for a blog post. It's helpful to play around with different keywords to see what intentions are in the SERP show up.
Google provides snippets at the top of SERPs to give searchers the answers they are looking for as quickly as possible.
For your article to qualify, it must first be good enough to rank high. Then take a paragraph to answer the reader's question as best you can.
If you've followed all the other basics of technical SEO, you have a much better chance of getting a Featured Snippet to get.
So how can you fulfill user intent? That depends on your goals. A user-centered design will help you guide your visitors to where they want to go after they enter your website. Design the website architecture to enhance the user experience, whether you're selling an app or collecting marketing dollars. Sometimes monitoring user activity can give you important information about how you should change your website.
Creating content for specific buyer personas and their web queries is an important part of defining your audience in a Online Marketing-strategy, because it's about creating content that serves a specific search intent or commercial intent. Often this is direct search queries for specific products or for informational content that can serve as a conversion funnel. When your content is targeted to fulfill the search intent (for the consumer), it has a better chance of increasing your conversion rates.
To find out the commercial intent, you need to trace the interests of your target segment and publish the content they are looking for to introduce them to a sales funnel and/or a conversion funnel.
It's important to understand the different buyer personas in order to deliver the content they're looking for, because different types of searchers - even those with similar buying habits - might be looking for something different in their content.
Not all search queries that are of interest to an online retailer are related to a specific product or product category. Many of them are rather informative. In other cases Long Tail Keywords usually characteristic of a niche audience with much more expertise and a higher level of interest.
Digital marketing works best when you target a variety of potential buyer interests. That way, you can ensure that the content you create serves a purpose for all potential customers on your map, regardless of their interest or expertise. This in turn maximizes your chances of success in the Inbound marketing. This conversion optimization technique is becoming increasingly popular. After that, routine optimization is often needed to keep your content fresh, especially if it's a fast-changing subject area.
If your website is going to be a sales portal, you should start publishing content that focuses on solving the problems your products are designed to solve. For example, create "how to" articles about carpentry if you are a company that sells DIY products. When users search for information on this topic, they will find articles on your domain that meet their needs.
Now the goals of your content strategy are aligned with the users' intent. You can lead them through a sales funnel to other parts of the site, such as the E-commerce, where a transaction is possible.
At first glance, this may sound quite simple. But it opens you the possibility to build domain authority in all topics relevant for your website.
If your business focuses on news or reviews, make sure it gives readers the answers they're looking for. Does your article meet established editorial standards? Does it tell the story in a concise and compelling way? If it's a review site, does the review provide enough information for the reader to make a decision about a product? Does it provide answers to their questions?
If you find that your articles are getting too long, you should break them up into smaller, standalone pieces of content that are tailored to a specific audience. This process is similar to creating content around long-tail keywords. These are topics that usually have a smaller Search volume have. However, they are more targeted to the relevant segment and therefore achieve higher conversion rates.
To meet user intent, you need to publish many secondary and tertiary topics that relate to the main focus of your website.
Website architecture and user intent
A user-centric approach favors a highly structured website architecture with tightly interwoven content that allows users to access the digital information they want in the order that is most useful to them. In this approach, you deliver content based on the visitor's position in the marketing funnel and tailored to their interest.
If your visitor doesn't know anything about your product yet, transactional content is inappropriate. Instead, informative content would be appropriate. Further down the sales funnel, when awareness turns into interest, a content article can address the value of a product more specifically and still meet the user's intent.
There are also approaches to capturing user information or keeping them on your site by addressing users' intent to leave. You can't prevent users from leaving your site altogether, but if they return from a page without spending much time there, you can target them with a pop-up that addresses a different intent.
You can opt for a different specific intent here, or instead go much more general to appeal to a broader audience. It's true that people Pop-ups not exactly love. Nevertheless, they are an effective way to give you a second chance.
By tailoring your main topic for different user interests, you enrich your content architecture and content strategy. It attracts a larger group of readers to your website by making the Relevance of your website for related search terms.
It improves the user experience by targeting content that interests them. It also lets you segment your audience more accurately when it comes to product and service offerings.
Conclusion on User Intent
The "User Intent" (user intent) is a crucial factor in SEO, as it helps your website meet the needs of users and thus rank higher in search results. Here are some reasons why the User Intent is so important, along with illustrations and examples:
- Relevant content: If you want to use the User Intent understand and respond to the needs of your target audience, you can create relevant and engaging content. Imagine you're searching for tips on playing guitar, and the first results are all about pianos - that would be pretty disappointing, right? By using the User Intent you ensure that your content meets users' expectations and helps them solve their problems.
- Higher click-through rate: If your website meets the User Intent better, users are more likely to click on your search results and visit your website. For example, if someone searches for "best running shoes" and your title and Meta description promise exactly that, that user is more likely to click on your result instead of one that seems less relevant.
- Better user experience: By using the User Intent you improve the overall user experience on your website. Visitors find what they're looking for faster and are more satisfied with the information provided. As a result, they stay longer on your site and may become repeat visitors.
- Lower bounce rate: A lower bounce rate is always desirable, as it is a sign of satisfied users and relevant content. If you want to reduce the User Intent visitors will have less reason to leave the page in frustration and the bounce rate will decrease.
- Higher rankings: Google and other search engines attach great importance to the User Intent. Indem du die Nutzerabsichten erfüllst und zielgerichtete Inhalte erstellst, verbesserst du deine Chancen, in den Suchergebnissen besser positioniert zu werden. Das führt zu mehr Sichtbarkeit, Traffic and ultimately more conversions.
In summary, the User Intent a central aspect of SEO that should not be neglected. By focusing on the intentions and needs of your users, you will improve the Relevance of your content, the user experience and the performance of your website in search results. This will ultimately contribute to the successful and sustainable growth of your online presence.« Back to Glossary Index