Not Considering User Intent? Your SEO Strategy is Incomplete…

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Not Considering User Intent? Your SEO Strategy is Incomplete… with Vine Social Media MarketingClick here to download a PDF copy of this blog post for easy reading later!

“Just Google it” is the phrase you probably hear everywhere you go nowadays. As search engines continue to improve by focusing more on user experience, your search engine optimization/SEO strategy should always consider decoding user intent.

What is User Intent?

User intent refers to anything customers intend to look for when they conduct a search query on the Internet.  The intent may be shown through keywords or by implication.  For instance, if you type the word “crawfish” into many search engines, a list of local seafood restaurants appears as a result. The search engine matches the user intent based on search data, click data, and heuristics, and no longer produces old simple results from keywords.  Thus, successful SEO strategy requires a good grasp of user intent.

 Different Types of User Intent

 There are typically three main types of user intent: navigational, informational, and transactional.  Navigational intent is when a user wants to get to a certain site.  If a user tries to look for information, it is called informational intent.  And when a user wants to perform an activity or purchase something online, it is considered transactional intent.

How to Create Content That Relates

To develop a solid SEO content strategy, you need to understand what customers truly want about your products or service and would be more likely to put in their online search.  The initial step is to list everything your business does and wants to be looked up for.

To develop a solid SEO content strategy, you need to understand what customers truly want… Click to Tweet

Categorize those things into types of user intent and assign value to each one to help prioritize efforts and resource allocation.  Then, brainstorm about the types of media, message, or graphics that need to be created to match with the user intent incorporated in your marketing plan.

User Intent Differences Across Devices

Users move across platforms and devices to search and make decisions.  It is vital that your SEO agency can help you plan a content approach that reaches multiple media channels where potential customers can possibly have access.

Mobile users may aim at finding a quick answer, compared to longer results on a desktop. For instance, a user who looks for “furniture” on a phone is more likely to pay attention to the differences in prices and images of the product than to detailed descriptions of it.  Therefore, the time element plays a role in the types of products searched on devices.

Moreover, mobile search tends to yield more local-based results. This means regional business owners can advertise to and capture local customers with promotions that cater to a specific demographic.

When a user uses location-based keywords such as “used cars for less than $2,000 in San Jose,” you have a clear indication of what the user is searching for.  With this information, design content, product positioning, and a marketing plan will be simplified.

Shifting the focus of keyword search to user intent will help business owners seize more opportunity to attract and accommodate customers. The success rate depends on how much you understand user intent and are able to develop a content strategy around it.

We can help you with getting your SEO campaign up and running. Have a quick word with one of our digital marketing specialists. You can schedule a complimentary exploration session here. Get in touch with us now!

Andrea L. Allen is an expert Inbound Marketing Consultant at VineSocialMedia.com. She specializes in e-commerce, online marketing, lead generation and video marketing. With a degree in Information Technology and Business, and a Professional Diploma in Business Spanish from the Spanish Chamber of Commerce, she has made online branding and development her niche over the past 16 years, whilst working and traveling through 12 countries across Europe, the US and Latin America. Andrea is also the author of several books, including Awesome Viral Marketing Techniques That Win Clients And Grow Your Business and also, Why You're Not Selling More And How To Fix It: 28 Ways To Skyrocket Your Sales Conversions, as well as How To Achieve Lead-Generation Success Through LinkedIn: Harnessing The Marketing Power Of LinkedIn You can find all of her books on her author's page at Amazon.com and you can email her at Andrea@VineSocialMedia.com.

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