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Unlocking User Intent: Mastering Blogging Success

By Tom Seest

Is User Intent The Key to Successful Blogging?

At WebsiteBloggers, we help website bloggers develop strategies to create content, traffic, and revenue from website blogs based on our experiences and experimentation.

User intent is one of the key components to successful content marketing and SEO strategies. No longer is simply including relevant keywords enough; now it must also take into account what searchers are seeking when making their queries.
Discovering different search intent categories can help you optimize content for each. Let’s take a look at 4 popular ones here:

Is User Intent The Key to Successful Blogging?

Is User Intent The Key to Successful Blogging?

Is Your Blog Website Meeting the Needs of Your Audience?

People searching the web usually have specific goals when they search – from finding solutions to problems to advice about services or products, or making purchases online – and Google is smart enough to interpret those intentions so it shows only relevant results first. Therefore, for your website content to perform well in search engines like Google and Bing, user intent analysis provides essential insight into what users truly expect when visiting a page online.
There are four different categories of user intent that define major searches, providing guidance to tailor content marketing strategy according to each of these motives. As a guideline, this allows you to match each visitor’s intent when tailoring content marketing strategies. If attracting customers with purchase intent is your goal, make sure product descriptions include price and other key information while creating infographics with step-by-step tutorials could attract those with research intent.
Search engine results pages provide another useful way of gauging user intent. For instance, if all of the top results for your keyword include product descriptions and reviews, that shows purchase intent; conversely if most of the top results provide informative articles that help people learn something new then researchers might be drawn in instead.
User intent is crucial when running a pay-per-click (PPC) campaign, helping narrow down your audience and only paying for visitors interested in what you offer. Furthermore, user intent helps make ads less annoying to people who aren’t interested in what’s being advertised to them.
Recently, I was approached by a website owner complaining that their blog was ranking well for keywords related to their product line but no sales were being made. After reviewing their site and blog posts for user intent analysis and optimization purposes, more visitors came in, improving conversion rate significantly.

Is Your Blog Website Meeting the Needs of Your Audience?

Is Your Blog Website Meeting the Needs of Your Audience?

Are Navigational Websites Hindering Your Blog’s Success?

User intent should always be taken into account when designing websites. Search terms provide valuable clues as to what the visitor is interested in; this data can then be used to optimize content for search engine ranking purposes or tailor it specifically to users and improve their online experience.
If people are searching for “how to make iced coffee,” adding a step-by-step tutorial may help your users understand and build trust with you. Conversely, if they’re searching for “best laptop”, include a comparison chart which highlights key features of each model so they can quickly determine which is appropriate.
People searching for “best hotel” and “best travel insurance” tend to compare options. Comparative searches such as these can drive significant amounts of traffic to your site if they appear in the sponsored results section of SERP, especially since these searches tend to be transactional in nature; your CTAs should reflect this.
Understanding user intent can be complex, but it’s essential that you gain a firm grasp on what your target audience needs before optimizing content. A great way to do this is to look at SERP results and count the different intents that appear there, or look at titles and meta descriptions from top competitors’ pages and use this data as a way of gathering this insight – for instance if their title and description mention brand names or specific products it could signal commercial intent – this insight can then inform what types of posts to write on your own site in order to maximize conversions and maximize conversions.

Are Navigational Websites Hindering Your Blog's Success?

Are Navigational Websites Hindering Your Blog’s Success?

What Can Informational Websites Teach Us About User Intent?

Informational websites aim to provide visitors with the kind of knowledge they are seeking – be it about locations, products, items, ideas or individuals. Although such websites don’t usually allow purchases directly, instead focusing on providing content similar to a brochure rather than sales pitches.
These sites tend to work best for businesses that don’t sell products online but want to build brand recognition or establish themselves as experts in their field. They may also prove useful for business-to-business interactions, allowing potential clients or investors to get to know who’s behind a company before deciding whether or not they work together.
One effective strategy for SEO is identifying which keyword your audience is searching for and matching it up with a page on your site, this will increase click-through rates and bring more qualified traffic to your website.
As meta titles and descriptions play a pivotal role in search engine rankings, matching user intent with appropriate pages will increase organic search traffic to your site and help it to rank higher on search results pages.
This informative website’s hero section is packed with lots of data, but its layout keeps everything tidy and logical. Furthermore, there’s an eye-catching visual feature which adds some pizzazz to its overall design.
Travel agency website that employs an ingenious way of presenting its packages. Featuring a scrollable grid that allows users to select which type of trip they would like and a search bar at the top, this informative website makes an impactful statement about itself.
A trip planning website’s primary aim is to make booking a vacation easier for consumers. With everything they need for getting started – from an easy search form and itinerary planner, to hotel listings – these types of websites provide travelers with everything they need for booking their trips easily while being easily navigable for visitors.

What Can Informational Websites Teach Us About User Intent?

What Can Informational Websites Teach Us About User Intent?

Are You Maximizing Your Website’s Potential for Profit?

Searchers with commercial intent want to purchase something, or are close to making a decision to do so. They search for specific product or service options by brand, price range or feature; oftentimes these searches result in high click-through rates; therefore optimizing content based on user intent is key for business website success.
Customizing SEO content to user intent goes hand-in-hand with conducting thorough keyword research. Search engines recognize the intent behind each query and display search engine results pages (SERP) most relevant to that intention. In earlier days of SEO, targeting content specifically according to intent was of little value for businesses; now it is critical to their online visibility and ranking success.
Google search queries usually have four categories of search intent in mind when users make queries: informational, navigational, transactional and commercial. Informational searches typically contain words such as “how,” “what,” where,” when” and why,” while navigational and transactional queries will typically mention specific brand or products while commercial queries will typically use terms like “best,” top” and review.”
SEO strategists, marketers, and writers must recognize the intent behind each search term to optimize pages appropriately and improve organic search engine results as well as convert visitors into customers. By optimizing pages based on intent rather than keywords alone, there’s an increased chance your content will appear organically while increasing customer conversion rates.
One effective method for recognizing search intent is examining the top results on Google for your keywords. Content that ranks here attracts the most qualified traffic, providing insight into their prospects’ search queries.
If a webpage optimized for informational search intent outranks one optimized to sell products, that indicates your competitors are using user intent to their advantage. One way of optimizing for intent is taking keywords from your target audience and creating content to meet their goal; for instance if there’s transactional intent behind purchasing screwdrivers online then try ranking for an article like ‘The 10 Best Screwdrivers for Your Home.

Are You Maximizing Your Website's Potential for Profit?

Are You Maximizing Your Website’s Potential for Profit?

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