Content Marketing Blog mint

Content Marketing Blog

Do You Know Why Your Audience is Searching for Content Online

User Intent Must Define Your Keyword Research
The SEO content world today is a very different one from what we knew a few years ago. The search engines were a developing phenomenon then, and lacked the sophistication and complex algorithms that you see today. Given the robotic and mechanical nature of search engines, industry professionals took a technical approach to SEO with less regard for the end user. Keyword “stuffing” was the standard practice employed to aggressively push website rankings.

However, Google upped its game in a big way and with its algorithm changes, has made rapid strides in identifying true user intent behind every search. Google’s advanced features allow it to pay close attention to user signals such as click-through-rate, time-on-site, and bounce rate. The search engine, therefore, knows which sites are best answering a user’s query, and why they should rank higher. Google no more strictly goes by keywords, but rather, identifies the implied intent behind the words. Even if a piece of content does not have the exact keyword match, and instead has a broad, topic-based long-tail keyword, it will still rank high as long as the page provides the best answer to the user’s query.

Incorporating User Intent in Content Marketing

User intent is one of the most important metrics that should inform your content marketing strategy. In the days to come, search engines will produce even more intuitive search results derived from customer history and behaviour. Being receptive to your target audiences’ expectations and delivering content that engages and delights the user is what good SEO is about.

Here are 3 useful tips to help you enhance your SEO content strategy.

  1. Consider the Different User Intent Types: 
    Queries that users typically enter into the search window can broadly be divided into three types – navigational, informational and transactional. Navigational, is when the user makes use of search engines to reach another site. Often it happens that we use Google to reach Facebook, LinkedIn or any other site. Informational, is when the user is researching a product or service, or looking for some answer. For example, “How to make videos for small businesses” is an informational search. Here, the intent of the user is to be educated about the subject. Blogs, eBooks, newsletters are excellent resources for informational search. When a website offers useful information on an ongoing basis, users tend to form an affinity with that site. Sooner or later, they are likely to make a purchase - either by way of a product, service, paid training, or whatever the desired conversion goal happens to be. Transactional, means the user is past the research stage and is ready to buy. A search string like “Buy CRM Software” means the user is looking to make a purchase. Ideally, your website must use a combination of informational and transactional keywords for a successful content strategy.
  2. Evaluate your Existing Content for User Intent: 
    When users click on a search result, they want to find content that is in line with their expectations. For example, when a user clicks on a search result for “what is email marketing,” the expectation is to find guidance on the subject. Instead, if the user is taken to a landing page that sells an email marketing software, the action would be premature as the user has no intention to buy; at least, not yet. On the other hand, a user who is ready to make a purchase will use specific key phrases such as, “Where to buy LG G5 in Canada.” Here, the user has made the choice of phone, and would like to be directed to a page where the buying action can be completed. Taking this person to an informational page with no buying option would prove frustrating and will spark a higher bounce rate for the page. It is important to understand the intent behind each significant keyword in your industry, so that you can formulate your content accordingly and direct audiences to the correct pages.
  3. Allow Keyword Flexibility:
    Many SEO professionals curtail their ability to understand user intent by looking no further than the sparkly high-volume keyword. This is often not a sound strategy because popular keywords are difficult to rank for. When your focus is solely on high-volume keywords, you miss out on seeing the valuable long-tail keywords with high user intent. When you become comfortable with the idea of using long-tail keywords and topic-based keywords, many new sources open up. For example, user intent can be found through the keywords that people use to find your company, or with the phrases that they type into your website search box. Social media is another excellent resource for keywords. Using your social media community on Facebook, Twitter, LinkedIn, etc. can help you identify the pain points of your customers and the questions they are asking.

User intent should be at the heart of all your SEO content marketing efforts. If you are looking for a leading content marketing agency with expertise and experience in SEO copywriting, call MintCopy at 1-888-646-8003 today. You can also email us to learn about our range of copywriting services in Canada and USA.

Share


Recent Posts

Sheetal Pinto - 3/30/2023 06:00

How to Avoid Making these Mistakes in Your Content

When you invest time and money in creating content for your website and other digital assets, you want to ensure you get a good ROI. Whether you hire a content agency, write content in-house, or hire a freelance copywriter, it’s important to monitor how published content is performing. Content that isn’t ranking well on Google might be ridden with mistakes that turn customers away and deter positive engagement. Here are three common content mistakes made by copywriters that could be keeping your content from reaching its full potential.

Sheetal Pinto - 3/16/2023 00:00

Content Marketing Best Practices that Garner Attention

Remember the movie, “Field of Dreams”? It made popular the phrase, “If you build it, he will come”. Shoeless Joe and other baseball legends may have magically appeared on a cornfield-turned-baseball diamond. However, when it comes to content marketing, your audience will need more than a field of dreams to attract their attention. If you’re trying to get more traffic to your website, don’t wait for your local SEO efforts to direct your audience. Give them a hand with these proven content strategies.

Sheetal Pinto - 3/2/2023 06:00

How to Use a Pillar Page to Improve your Content Quality

Consider the dictionary meaning of ‘pillar’ – “a firm, upright support for a superstructure”, also defined as “a fundamental precept”. Your content marketing campaign is your ‘superstructure’ that requires a ‘firm, upright support’. That’s the key function of content pillar pages. Without these essential supports, your ‘content superstructure’ will neither stand strong, nor will it attract the right attention.

Sheetal Pinto - 2/23/2023 06:00

Two Proven Ways to Organize Products with Similar Keywords

In business, cannibalization typically refers to a loss of sales. A company introduces a new product that displaces sales of an older, usually more outdated, product. Instead of having an increase in sales, the market growth remains stable. What does this mean in the world of SEO and content marketing? Keyword cannibalization occurs when two products have similar keywords or phrases and confuses the search engines about which page is right for which query. Instead of competing with other businesses for search traffic, you’re competing with your own web pages. Here’s why keyword cannibalization is bad for business and how you can overcome it.

Sheetal Pinto - 2/9/2023 06:00

How to Optimize your Content for a Global Audience

The global market is much smaller than it once was.  Statista reports over 5 billion internet users globally, or about 63.1% of the population. Reaching out to a broader market can help your business grow, but it’s not as simple as updating your website in a new language and simply hoping your audience finds you through search.

Sheetal Pinto - 1/26/2023 06:00

How to Build a Functional Content Marketing Funnel

Most people don’t wake up and think, “oh, today is the day I buy my new mattress,” unless they’ve researched different brands and checked pricing at different stores. Modern customers often take their time with major (and even minor) purchases. Using that information about today’s shoppers can help you design a content marketing map, or funnel, that guides the customer to your product.

Sheetal Pinto - 1/12/2023 15:49

Draw Insights from Your Competitors' Success 

According to Ahrefs, organic search drives over 53.3% of global traffic. Creating an SEO strategy is key to increasing your reach through search. As you’re setting new SEO goals for 2023, it may be useful to analyze what is working for your competitors. Also look at what they’re missing, to build that effectively into your own SEO strategy.

Sheetal Pinto - 12/15/2022 15:14

5 Proven Ways to Improve your Website Ranking

The rules of SEO can often feel elusive, as if SEO is a great big experiment in which the parameters keep changing. Search engines keep updating the algorithm. User behavior is evolving and adapting to circumstances, all the time. You don’t have any control over how pages rank, or do you? Google will never share how it determines SEO ranking. Customers change how they search and shop. We may not fully understand the complexity of search engine algorithms, but we can test different elements of a webpage to see how customers and search engines respond to your content marketing strategies. It’s called split testing.

Sheetal Pinto - 11/24/2022 16:42

Good today and gone tomorrow! That is the way of trends in the world of SEO and content marketing. What may generate interest right now can fall out of favor due to the ever-changing search engine algorithms. What can you do to ensure that you’re up to date? One useful method is to utilize Google Trends to find useful metrics that help you stay relevant. To make your way to the top of search engine results pages (SERPs), it’s important to use a variety of proven methods to create quality content. Read below to learn how Google Trends can help you gain insight on popular trends, seasonality, regional demands, and your competitors.

Sheetal Pinto - 11/10/2022 06:00

Revitalize, Refine, Repurpose

The Pareto principle is also known as the 80/20 rule. About 80% of your best results will come from 20% of your efforts. When you apply that to a creative endeavour like content marketing, you might be undervaluing some of your content creative efforts. It can be expensive to create content, from scheduling videographers, photographers, models, or even having quality copywriters write a blog post. Chances are that you have some valuable content that can be recycled or repurposed with a little elbow grease.