Content, SEO, & User Intent

content and user intentWe are well aware of the fact that every business needs to have a website. The days of using a phone book to search for a business are long gone and outdated. When someone is searching for a business, such as a plumber or an HVAC repairman, they are, more than likely, going to use the internet to find them. This means that you, as a business owner, need to make sure that your company is represented on the internet the way that you want your clients to see you.

You want to make sure that your website answers any questions that they might have and that it provides them with enough information to demonstrate your professionalism and expertise. One way of doing this is by making sure that the content on your website provides the necessary information that your target audience is seeking.

“User-intent” is a concept that SEO professionals use to define relevant content that meets the consumer’s needs. In other words, if a consumer is looking for a plumber in a time of crisis, they type in “emergency plumbers” into Google. They are looking for a plumbing company that services their area and that can perform plumbing repairs 24/7.

If the website they click to doesn’t offer emergency plumbing services around the clock, the user will leave the site and search for another company because the intent behind the keyword search did not match the desired result. In the following article titled “Why Your Keyword Strategy Is Incomplete Without User Intent“, the author discusses user intent and further highlights its importance:

Understanding and measuring user intent is not just a way to increase conversions, trust, or clickthroughs; it’s also a consideration you need to make to get better at SEO and provide more value to your visitors. As is often the case with things like this, in the long run, it also helps to establish your brand as a trustworthy and reliable source of content your audience can rely on.

Content relevance, quality, and freshness have always been important for a successful SEO strategy. But if there’s one thing that matters above all else in an effective inbound marketing strategy, it’s creating content that appeals to the specific needs, interests, and problems of the audience(s) you’re targeting. So when crafting your content strategy, start by figuring out what your target market is looking for. What are the long-tail keywords they are searching for, and what information can you glean from this? How can you craft your content strategy as a result of this information? Leverage what you know about user intent to strengthen your buyer personas so you can create content that is even more appealing to your target audience.

Companies that make content they publish on their websites relevant to the needs of their consumers, it will allow them to build trust and establish their brand. You have also demonstrated that you are credible in your field and that you can solve the problems that potential clients might have. Because of this, they might consider your company as the company that they want to hire to solve their problem.

If SEO professionals are correct by saying that content needs to be more focused on user intent, then what types of content should you have on your website? In the following article by B2C, they discuss some of the ways that your content can reflect more of a focus on user intent:

Blogs & Articles – You are an expert in your industry, so why not share your knowledge with your visitors? Whether it is a series of how-to articles, product reviews, or a regularly scheduled blog, becoming a resource is a simple way to prove your value, gain trust, and build an ever-expanding web content library.

Frequently Asked Questions – People ask you questions all the time, don’t they? Perhaps you have your quick answers over the phone or even over email, but why not save everyone some effort while enhancing your SEO efforts at the same time? An FAQ section is a great place to be fluid with your content, adding new questions and answers as they arise.

Company News – Whether it’s new developments, new employees, recent events, or up-coming sales or shows, there’s a lot happening in your business every day. Why not share this news with the world?

Testimonials – If your customers love you, let the energy of their words invigorate your web presence. Again, don’t just create an initial list of quotations and forget about it. Updated reviews add to your value on multiple fronts.

This is considered the information age and the more relevant information that you give your clients, the more that you will establish content that is user-intent focused. Be sure that you answer the questions that your target audience has. Be sure that you discuss why your company should be trusted by providing a testimonial section. In the following article by Small Business Trends, they discuss some additional ideas that you can keep in mind when creating content that is more user-friendly:

Know the Common Concerns Your Customers Have

Customers who are reading your content rather than just purchasing your products or services right away are likely doing so because they’re still undecided. To help them make their decision, you need to answer their questions and alleviate their concerns. You can do that with your content if you know what the common questions and concerns your customers have are.

Give Customers What They Need to Make a Decision
Regardless of the actual format you choose for your content, the goal should be to provide customers with all of the information they need to be comfortable making a purchase from you. So think about the information they might need, and offer it to them through content.

Add a Call to Action

Sometimes, the best way to convert sales through your content is just to ask customers to buy from you.

Shouldis says, “If you create very useful content, you should be able to add a call to action, you earned it. You are a for-profit business, both you and reader know this so stop pretending you’re not. Just do it tactfully.”

This section was originally found on the “Small Business Trends” website which can be viewed here.

 

The bottom line is that you need to know the basic problems that your target audience has and make sure that your website offers the solutions. You need to be able to think like a client by making sure that you are addressing their concerns.If your business is using the services of an SEO professional, make sure that they are publishing content that exhibits a focus on user-intent and not just keywords.

L4 Group specializes in helping business owners and marketing executives throughout the United States. L4 Group will optimize online marketing strategies that will increase traffic, sales, and profitability. Call today for a free consultation and web analysis.

Grow your business and contact us today or give us a call at (610) 471-0001 if you have any questions on SEO marketing.