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Search Intent - How to Improve Your SEO
As search engines become more advanced, so does their ability to understand user queries and serve relevant results. Once keyword density was the key factor in determining a website’s rank for a given search term. Today, things are much more nuanced. Google, for example, understands that users might search for “blue shoes” from their desktop or mobile browser on Saturday morning while they’re cooking or drinking coffee – not necessarily at their computer. This means that it is no longer the quantity of keywords you use in your blog posts that matters but their quality and relevance. In this post we will explore how company websites need to adapt to these new SEO standards with what we call “search intent” research and content creation. If you have been reading our blog recently, you might know that we have previously covered this topic in another article under the name of “UX vs SEO” - It's All About User Intent!What is Search Intent?Search intent refers to the intention behind a search query. We have all searched for something online at some point in our lives. Take a moment to think of the last time you typed a keyword into a search engine. What was the intention behind your search? What was the question you were trying to answer? What was the product or service you were seeking to find? What do these questions have in common? They all represent search intent. We make thousands of searches every year, many of which are for products or services that we need right away. Other searches are for informational purposes, such as learning about a medical condition or finding the best deal on a holiday. Search intent is a critical factor in understanding how users interact with search engines. The more you know about the intentions behind your audience’s searches, the easier it will be to create content that perfectly matches their needs and encourages them to take action.How to Find Search DataSearch engine data is one of the biggest indicators of what your customers are looking for. Understanding search intent can help you create more targeted and effective content that satisfies your readers and allows you to rank higher in SERPs. Here are a few ways to find search intent: - Audience research - The most obvious way to find search intent is by researching what your audience is interested in. You can do this through surveys and polls, or by observing what kinds of questions your readers ask. - Keyword research - Another obvious way to find search intent is by doing keyword research. This will allow you to see how many people are searching for certain terms and what their intentions are behind those searches. - Using your own search history - The search history on your own computer or device can be a great way to find out what your customers are looking for. If you notice that you keep searching for the same terms over and over, it’s a good indication of something you might want to write about.How to Use Intent Research in SEOWhat does it mean to use search intent research in SEO? It means using the information you’ve gathered about the intentions of your customers’ searches to write more targeted content. After you’ve gathered search data, you can use it to inform your strategic content creation process. Ideally, you will create a content calendar and select topics you want to write about based on search data. Search data can help you write better content for your website in two ways: - Create more targeted content - When you know what terms your audience is searching for, it’s easier to write content that directly answers those questions. This is particularly helpful for longer-form content like blog posts and eBooks, where you have the opportunity to go into greater detail. - Identify gaps in your content strategy - While the content you create is meant to meet your customers’ needs, it’s also important to look at the bigger picture. Search data can help you identify gaps in your content strategy, such as a lack of educational content or a lack of content targeted to certain customer segments.Use Case: Leveraging Search Intent With Content MarketingLet's take a look at how a fitness brand can use search intent research in their content marketing strategy. Let’s say that their fitness website is mainly focused on selling exercise equipment and gym memberships. By conducting a few searches on their website and noting the search terms that bring visitors to their site, they are able to come up with a list of topics for content creation. Now, let’s say this fitness brand wants to write better content for their website. They can use the data from their search logs to inform their content creation process. For example, they might decide to create content that directly answers the following questions: - What is the best fitness equipment? - What is the best gym to join? - What are the best exercises for beginners? - What is the best protein powder?ConclusionThe key to better SEO is understanding your audience’s search intent. Using the data from your search logs, you can create more targeted content that better meets your readers’ needs. This will help you create more engaging content and boost your rankings in SERPs. To create better SEO, use search intent to inform your content strategy. Create more targeted content that directly answers your readers’ questions, and you’ll see a boost in your traffic and conversion rates.
What Is Google Local Pack? - How To Optimize Your Business For Local SEO and Why It's Important
Optimizing your local SEO by using Google local listings are a great way to drive more traffic to your business. In fact, Google local pack is responsible for sending more than 10% of all users who click on the search result. If you’re not yet familiar with what is Google Local Pack, keep reading and discover how it could help your business attract more customers. But what exactly is Google Local Pack? It’s essentially a set of boxes that appear directly above the first search result for any given business or search category (e.g., restaurants). That being said — let’s see why this should be an important priority for your local SEO campaign and how you can optimize your business for it.What is Google Local Pack?Google Local Pack is a dynamic search result that appears on the top of your search engine result page (SERPs) for any given location-based or business-related search. One of the main goals of Google is to provide their users with the most relevant results, based on their search terms and phrases. This means that Google will display different results for the same search depending on the user’s location, device, etc. If you’re using Google, you’ll notice that the SERPs look a little bit different depending on where you are. If you’re located in the United States, you’ll see that the results are different than if you were in India. This is because Google will show you results that are customized to your location, (ie. local SEO). Why Is Optimizing Your Business Important?As we’ve already mentioned — Google local pack is responsible for sending more than 10% of all users who click on the search result. That means that if your business is not listed in Google local pack, you’re missing out on a huge percentage of potential customers. This is not only important because it could help you drive more traffic to your site, but also because your customers could leave your website quickly if you don’t optimize your website for mobile searches. With your website, you want to make sure it’s easy for customers to find what they’re looking for and that it doesn’t put them off. You want to make sure customers don’t leave your website quickly — otherwise, they’re likely to go to your competitors.How to Optimize Your Business for Google Local Pack?The first step to optimizing your business for Google local pack is to make sure that your business has a Google My Business (GMB) listing (now called Google Business Listing). The GMB listing is what allows you to appear in local pack so make sure that you’re verified as quickly as possible. After that, there are a few additional steps you can take to ensure that your business appears within the local pack: - Local Keyword Research - You want to make sure that your business appears in the results that are most relevant for your customers. So before you even jump into optimizing your business, you want to do some keyword research to see what your customers are searching for. - Make sure your website is mobile-friendly - This is crucial if you want to rank higher in the local pack. This means that your website should be responsive and optimized for mobile search. - Get reviews and citations - citations include reviews on websites like TripAdvisor, Facebook, and Yelp, among others. These citations and reviews can help boost your ranking in the local pack. - Be consistent with your NAP (Name, Address, Phone) - The more consistent you are with your NAP, the more likely you are to appear in the local pack.Why is local SEO important and what you should knowWhen it comes to local SEO, there are a lot of misconceptions out there that can do more harm than good. Many people think that you need to have a physical presence in the town you want to rank for in order to rank for it — but that’s not always the case. There are three factors that affect the visibility of your website: - Rank. This is the main factor. It’s the one that people think about the most. It’s the one that we’ve been talking about in the article so far. - Click. This is about your click-through rate. It’s about how many people visit your site and how many people click on your result. - Conversion. This is about how many people who click on your result finish their purchase.ConclusionIf you have a business, it’s important to make sure that you’re optimizing it for local SEO. This means that you need to make sure your business name, address, and phone number are consistent across the Web. In addition to this, you want to be making sure that your website is mobile-friendly and that you have a Google My Business listing. If you do these things, you’re likely to see an increase in your traffic and an increase in customers. So make sure that you’re optimizing your business for local SEO so that you can attract more customers to your site.
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