User Intent Optimisation.

Behind every query there is user intent – or search intent – but what does it mean? Well, there are four types of user intent, and all online content must use at least one.

  1. Informational: A person wants questions answered/information on a specific topic.
  2. Navigational: A person who seeks a specific resource, page or site.
  3. Commercial: A person knows what they want to buy and researches before making a purchase.
  4. Transactional: A person who is looking to buy something.

Tailoring your content for one of these types of user intent is important if you want your website to be found by Google and its users. If your content is good and trustworthy, and answers the reader’s questions, you are more likely to rank higher on the search engine results page (SERP).

But in order to understand your reader’s wants and needs, you must put yourself in the reader’s shoes. Consider any questions they may be asking at certain points of their user journey. Is your website’s page helpful and fulfil the user’s search intent?

NIt is important to bear in mind keyword research when writing any kind of website copy, to ensure your content reaches the right people and converts them into a customer. For instance, you do not want an informational blog post about the history of XYZ to rank when the searcher has typed into.

Google “buy XYZ”, which has transactional intent. In this scenario, you will have missed out on a potential sale, as the user wants to visit an e-commerce page in order to purchase a product.

HOW CAN WE HELP YOU?

If you want to achieve first page rankings for your website’s keywords, you will need an SEO company who understands intent optimisation. By analysing the intent behind those searching your target keywords, we can advise you on the very best way to lay out your content, with Google and user experience in mind.

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