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 - 7/22/2021 06:00

According to eMarketer, Google Home is the most popular smart speaker in Canada, with Amazon Echo right behind. It’s estimated that almost 20% of the population used smart speakers in 2020. Even more important, voice technology is on the rise, as Media in Canada reports. Over 88% of Canadians are using voice search. If your business isn’t addressing voice search in your SEO content, you could be missing out.

Sheetal Pinto - 7/15/2021 06:00

Imagine yourself in a real-life social situation. Will you stand around and talk to others in the room even if they aren’t listening or seem bored and disinterested? Umm, awkward. It’s no different in the online world, but many of us don’t realize it. If your Facebook posts are talking but nobody is listening, your social content is not doing a very good job.

Sheetal Pinto - 7/8/2021 06:00

What if there was a way to position your brand as authoritative? What if your content could provide social proof? What if you could show your customers how successful you are at helping other customers? The winning solution in your content strategy is case studies. You can accomplish 3 key content marketing goals with case studies—build credibility, generate interest, and encourage conversion.
Case studies capture stories of how your brand solved a problem for a real person or business. A case study lets you paint a picture through words to make your business shine. Your customers’ success stories are just waiting to be told. A case study is a valuable content piece in which readers can see themselves getting results.   

Sheetal Pinto - 6/24/2021 06:00

Recognizing the value and importance of content marketing, you’ve decided you need help. Professional copywriting delivers the results you want. So, you’re now looking for a content agency. There’s no shortage of options. Sifting through the different agencies in a simple online search can be time consuming. You need a plan to find the one that fits your needs and is up to speed on the latest content best practices.
Here are four questions you can ask to help you sort through the field to find a content agency that will drive results.

Sheetal Pinto - 6/17/2021 06:00

Small business owners wear a lot of hats. As an expert multitasker, you’ve probably learned that there are times when you can manage two or three things at once. Then, there are those jobs that need your full focus. We are thinking, bookkeeping, inventory, and content editing and proofreading. If you’re involved in both creating and posting content, wearing both hats at the same time can cause confusion in the final output. With years of experience creating content for a range of industries, here are proven tips from our SEO copywriters for editing content and then proofreading content; because they aren’t the same thing.  

Sheetal Pinto - 6/10/2021 00:00

In the lean, mean structure of smaller businesses, in-house copywriters often don’t specialize in copywriting. It’s just one of many hats they wear as part of their overall duties. Creating high quality digital content isn’t easy. Consumer behaviours change, Google’s algorithms change, search trends change, and all of this means content must adapt. Copywriters who work on their writing skills and keep up with the user experience will be more effective. Here are four tips from great novelists that can take your content writing to the next level.

Sheetal Pinto - 6/3/2021 13:19

Thirty years ago, we were using desktop-based PCs with dial up connections. Today, smartphones fit in the palm of our hands, allowing us to be connected from literally anywhere in the world. Wearables go a step further; you just strap a smartwatch on to your wrist and it packs a punch. People consume content differently, too. Instead of reading long documents, most people skim content for quick answers. Your content strategy must keep up with your audience. Using pillar pages and cluster posts to organize content is an efficient approach that benefits your readers and your SEO rankings. And oh, your writers will thank you profusely, too!

Sheetal Pinto - 5/27/2021 06:00

You are an expert in your field, which gives you a lot of credibility and authority when creating content for your business. You don’t have to be a copywriter to share your story. You simply have to know how to tell it to your reader. Here are some of our best tips to help you create high-quality website content.

Sheetal Pinto - 5/20/2021 06:00

Search engines organize content to help users find information easily. As people get increasingly adept at using online search, the rules for indexing and ranking content keep adapting to accommodate user trends consumer behavior. It’s no longer enough to have backlinks and keywords, two of the main elements in SEO. Your content must stand out by being relevant and engaging to the reader. As the top search engines change their algorithm to reward high-quality content, it’s your chance to set your site up as one that people love.

Sheetal Pinto - 5/13/2021 06:00

For a long time, it seemed as if SEO favoured large, nationwide brands with huge websites and massive online presence. Small businesses were finding it difficult to compete against these deep-pocketed digital brand marketers. Enter Local Search, which helped level the playing field a little. Now, if the user was looking for a local business, it became easier to find one. Today, users use search not just to find brands, but to find information. Search engines are constantly changing to give users relevant information, at whatever stage they are in their journey. We’re seeing another trend in search, that of search equity to give more businesses a chance to show off their expertise.