Why search intent should be an essential part of your SEO strategy

And how you can go about optimising for search queries

Search intent should be a continual part of your SEO strategy. It is what helps drive new people and build traffic to your website and build brand awareness. It also helps to build trust by providing content that answers questions.

What is search intent?

Search intent is what people are typing into search engines to find information. Depending on the stage of the buying cycle someone is at, depends on the type of content they are looking for. These are some of the questions potential customers may ask at different buying stages.

Research

  • How to do [SEO]?
  • How long will [SEO] take to work?
  • What are the essential SEO tasks I need to do?
  • What are the best [SEO tools] for small business?
  • Where can I learn [SEO]?

Consideration

  • What’s included in a monthly [SEO] package?
  • How do I know an [SEO agency] will get me results?
  • How much does it cost for [ongoing SEO]?

Buying

  • SEO company for small businesses in Melbourne
  • SEO agency Melbourne eastern suburbs

SEO strategy

Your SEO strategy should include content for all stages of the buying cycle. You should aim to maximise search intent. After all, there’s no point writing content when no one is searching for it. Regular search intent research – say every three months or so – will see that you are on top of current trends.

Finding out search intent

Tools such as Google Suggestions, Google Related Searches, Quora or Reddit can help identify intent. Also, think back to your conversations with existing clients. What are your customers asking for when they first contact you? What problems do they need help with? For B2B, what mistakes are your target market making when you research their business and their websites?

Keyword research

Once you’ve identified the search intent, keyword research will help you work out your chance of ranking. Keyword research will allow you to find out the exact keywords to use and how to optimise your content. Working out your likelihood or ranking and the importance of this phrase will help to decide if you will target this phrase in your strategy. Google Search Console, Moz Domain Authority, the competitiveness of the keyword through Google and monthly search volume help determine the ranking likelihood.

Produce content that is relevant

Once you’ve identified the keywords that align with your search intent and produce your content, it’s time to optimise for SEO. Every piece of content you produce should be optimised or made SEO-friendly. Don’t just use your keyword phrase over and over again. Just write naturally. To maximise user experience and continue to drive traffic to your website, content needs to be relevant. If your content doesn’t deliver on its promise, your audience will find content elsewhere.

Summing it up

The key to targeting an audience that you know is out there searching is to find out what they are looking for.  A large part of SEO is technical, yet search intent and keyword research are often not looked at in an SEO strategy. Something as simple as search intent can dramatically improve how often your content is viewed and also the time on site.

 

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