Back in 2010, I wasn’t too focused on user intent – Google ranked e-commerce well for any keywords, so it wasn’t a concern. Today, however, Google knows what users are looking for. It’s almost impossible to game the system; you have to envision your ideal customer and make your content for them, not the algorithm.
As a content creator, it’s essential to understand the intent behind why users are searching for information online. Without understanding the user’s goal, creating content that is truly valuable and relevant to them is challenging.
Imagine you’re an e-commerce store owner who wants to create a blog post about a new product you’re launching. You spent hours researching, writing, and editing the post, only to find that it’s not getting any traffic or sales. Why? Because you didn’t take the time to understand your user’s intent.
Understanding user intent before creating content is crucial because it helps you to:
- Create content that is relevant and valuable to your audience
- Increase your visibility in search results
- Improve your conversion rates
There are four main types of user intent:
- Informational: Users who are searching for information on a specific topic. For example, “What is the best way to clean a cast iron skillet?”
- Transactional: Users who are looking to make a purchase or take some other specific action. For example, “Where can I buy a new pair of running shoes?”
- Navigational: Users who are looking for a specific website or webpage. For example, “Facebook login”
- Research-related: Users who are looking to research a product or service before making a purchase. For example, “What are the best laptops for graphic design?”
When creating content, it’s important to know what type of user intent you’re trying to target. Here are a few tips to help you understand user intent:
- Research the keywords your audience is using. You can target customers at various stages of the sales funnel by considering what they would be searching for.
- Analyze the questions they are asking. If you can answer those questions, your content is providing more value to the user – and thus, it will be algorithm-friendly.
- Look at the existing content on your website and identify gaps in information. Providing what customers want makes them more likely to bounce away from your page.
- Use analytics tools to understand how users are interacting with your content. By checking to see what works and what isn’t, you can adapt your existing content – and future content – accordingly.
By understanding user intent before creating content, you can create content that is truly valuable and relevant to your audience. This will improve your visibility in search results, increase your conversion rates, and ultimately help you to achieve your business goals.