When users find your website or blog via organic search, they’re typing in certain keywords or phrases that direct them to your website. Many of them may be general search terms like “wedding rentals Austin,” but some of them may be more specific search terms like “Chiavari wedding chairs Austin.” The latter suggests that the user is in a different stage in wedding planning.
Optimizing your website and blog content for search engines is a great way to boost your rankings, but it’s important to think about user intent. There are generally three reasons users search a given keyword or phrase:
- Informational – User is looking for the answer to a question
- Navigational – User is looking for a pre-determined website or destination
- Transactional – User is looking to make a purchase or complete a given task
It’s certainly important to drive those informational searchers to your website to help aid their research, but it’s also important to drive those transactional searchers to your website as well. Below are a few steps to help you incorporate search intent in your content optimization!
- Think through user intent
Think about the visitors to your website. Why are they visiting your website? Why would they land on a certain page within your website? What questions are they looking to find answers to? Think about the multiple reasons a person would land on your website, and think back to the terms they would be most likely to enter in order to find your website. If they’re searching for information, come up with the terms you think they would enter. If they’re searching to make a purchase decision, come up with those specific terms you think they would enter. If you’re not sure, write down the main categories of your business and the terms associated with each category. You can also double-check the phrases you come up with by searching keyword volume in Google AdWords.