How “User Intent” Shapes Your Content Marketing Strategy
How do you define your audience’s user intent and mold it into your marketing strategy?
Not that long ago, the only thing business owners needed to know about marketing was making sure their weekly newspaper ad made it above the fold. Marketing has changed massively in the last 20 years, and business owners know they have to change with the times, or risk business failure.
One of the most important phrases in marketing is “user intent.” What is user intent in SEO marketing? How can you use user intent in an SEO marketing strategy?
Here is some information you need to know to make sure you make the most of user intent in your marketing strategies.
What Exactly Is SEO?
SEO is short for search engine optimization. While this sounds like very technical terminology, the explanation is actually not difficult. Every time you enter a search query into a search engine, you get a search engine result page. Your search results will be listed in ranked order on your search engine page by relevance.
Of course, the search engine itself can’t decide what is relevant to your search and what isn’t. However, computer software designers use algorithms to determine the importance of landing pages or specific websites that appear in your search. It’s these algorithms that decide what will appear at the top of your searches.
You can’t discount the importance of search engines. Over 98% of us use search engines at least once each month to find a product or service on the internet or to get information.
Because there is so much organic traffic on the internet, marketers can do keyword research to determine which search terms, words, and phrases are used by potential customers to find your business in order to place your business higher on the search engine results page. The higher your business is on the results pages, the more potential customers will see it.
So, what is user intent in SEO marketing? User intent refers to what the individual is looking for when they enter terms into a search engine. For example, if someone is looking for the name of a restaurant to try, they might enter a keyword phrase such as “good pizza near me” or “best pizza in town” in order to get the search engine results they want. Sometimes, individuals will enter the name of a specific product or location in order to get search engine results.
How Can User Intent in SEO Marketing Shape Your Content?
Knowing about user intent and how user intent works in marketing makes it easier to shape your content for your potential customers. First, understanding user intent makes it simpler to create content for your website. You can keep your target audience in mind when creating blog post content or social media content.
For example, if you keep the pizza restaurant idea from earlier in mind, you know that people who are hungry for pizza may use very specific words to search for a pizza restaurant. Entering specific words into a search engine is called transactional intent.
You can improve your user experience for your clients by using key terms everywhere in your content, from tweets to posts to featured snippets on YouTube or TikTok. The more purposeful you are with your content and user intent, the greater the chance your business will appear at the top of your customer’s search engines.
Work with a Content Marketing Partner to Develop Content that Matches Your Audience’s User Intent
If you aren’t sure how to purposefully market your content, or you need web design in Clearwater, we can help. The P3 Agency has over 30 years of experience developing SEO-optimized content to match any audience’s user intent. Our team will assist you with all of your content marketing needs.
Contact us today to get your free marketing assessment and see how our team can improve your website and content marketing strategy!