With the growing online content rummage, it’s just not easy for content marketers to consistently get leads and conversions for their concerned business. Business owners and content marketers often ignore the fact that leads and conversions are not an immediate result of content marketing efforts. It is essential to consider and research what your audience cares about, and publishing such content can generate organic traffic to your website. Understanding audience and user intent, its relation with contents, and how search engines understand intent can help you to build an audience and connect with them easily and effectively.
Audience and User Intent: A Closer Look
At a primary level, search intent can be classified into two search goals. They are a user looking especially to find information relating to the keyword(s) they have used and users looking for more general information about a topic. A further division can be made, and intentions can be derived into how specific the searcher is, and how exhaustive the searcher is based on their searching. Specific user has a narrow search intent and doesn’t deviate from a specific topic, unlike an exhaustive user who has a wider scope around a specific topic or topics. Audience and user intent is a crucial factor in search engine optimization and conversion optimization. But most of the talk about audience and user intent, however, is focused on SEO.
Why are Most People Interested in Intent?
Most people are interested in audience and user intent as a search engine optimization strategy. This absolutely makes sense. If you can understand the customer’s informational intent, you can provide content that meets customer’s informational needs. The results are more and better traffic on your site. At a broader platform, audience and user intent convey to us what customers want. It is a smart and effective strategy to generate organic traffic effectively. Google word trends also help optimize your content by showing you hot content topics frequently searched by users in Google.
Audience and user intent are all about marketing. It is mainly about conversion optimization. Meeting a user intent means creating a landing page optimized for more effective conversions.
Behind every search or query is specific intent. What is the intent behind these searches and queries? Identifying the intent of the user is the crucial step towards optimizing content and building the audience. There are three major types of queries or searches — navigational, information, and transactional. Anyone who searches for that piece of info or query will see this result in the SERP.
Any good strategist knows it very well that there is never a one-size-fits-all approach to contents. But, there are many ways that help us create great strategies. One of them is understanding and optimizing audience and user intent in contents. Like our key data points build on one another to help us boosting user insights, we can stack these user insights for a robust picture of our different search audiences.
