In previous entries to this multi-part blog series, we’ve gone over everything you need to know about why user search intent is important within SEO. Considered a major factor by Google and other search engines, search intent allows you to dig into the actual motivating factors and goals of your target audience to help you grow your visibility and conversions within such groups.
At SEO Werkz, we’re happy to offer a huge range of SEO services, from local optimization to link-building and various related areas like PPC, web design and social media marketing. We’re experienced with numerous areas of user search intent, from detailing its importance to clients to helping them actually optimize within this area. This final entry into our series on search intent will go over this vital optimization realm and how you can ensure you’re taking advantage of everything you’ve learned to this point.
Compare to Competitors
The SEO world is one where there’s absolutely no shame in comparing yourself to competitors – in fact, those who are not doing so are liable to fall behind. Search intent is no exception: You should be browsing some of the top-ranking pages in the keywords or product areas you’re looking to promote, attempting to glean important information from them.
Such information may include their formatting, the kinds of information that’s covered, the tone and voice of the content, and even any major areas you think the pages might be missing (this information is especially important, as you can use it to set yourself apart). Using what you find, you can organize your own pages for relevance and related factors.
Matching Content and Intent
Metadata is often a common optimization area when it comes to website content, and search intent is a good example. If you have not recently gone through major pages and updated metadata like their title tag, H1s and H2s to hit specific keyword targeting, this should be done immediately. The title tag is of particular importance to your overall click-through rate.
Remember how we discussed utilizing SERP features to help you determine user search intent? This theme can also be used to format your pages. If you notice the same kinds of things regularly showing up in featured snippets for your common SERPs, this is a sign that Google favors that format for the keyword you’re looking at.
In cases where the SERP features related questions to the keyword, your approach is even clearer: Answer those questions as specifically as possible within your content to help optimize those results.
For more on how to optimize for user search intent, or to learn about any of our SEO or other online marketing services, speak to the staff at SEO Werkz today.