Changes in the way people search through technological innovations such as voice assistants, changes in how search engine algorithms identify the needs of Internet users, intelligent SEO is now rooted in the understanding and correspondence of the intent behind the search queries.
When we, the marketers, understand the content research, we can create new content and / or optimize existing content to better fit the specific needs, issues and questions of their audience, Helps us gain visibility in the increasingly crowded content landscape, attract more qualified traffic and build trust with these visitors (who will feel like you understand them and their needs).
This SEO and Content Strategy is a strategy that strives to be the best answer for your audiences, wherever they are and when they search. But where to start ?
It must first be understood that there are different types of intentions. From there, there are steps you can take to create a SEO strategy and content marketing that is better informed in terms of data and intent.
Below, we dive into the different categories of content research, and we provide a few initial steps to strategically map your content based on what your audience really wants.
The four types of content research
Whether you want to book a flight to Paris or take an intensive course on learning a foreign language, we all seek content that helps us achieve something. And in general, there are four main types of content research: informational (knowledge), navigational (go), transnational (do) and commercial (know-how), all of which manifest themselves at different stages of the client’s journey or of the buyer.
1 – Informational
This type of content research is about learning: people search for knowledge, information. People want to know more about a topic, ask questions, and search for answers. In general, this is the most popular type of search intent, but queries can range from simple questions or phrases (larger queries with a lot of search volume) to more complex queries (long tail queries with more complicated answers and lower search volume).
Typically, requests for information occur at the beginning of the sales channel . Internet users have a problem and they are looking for a solution. They will need some education before they are ready to convert and are more interested in getting answers to their questions quickly than staying in the corner and making a purchase.
Navigation intent is a matter of location. The user knows what he needs and wants, but he does not know how to find it. Here, people often use branded keywords as well as specific products and services to find the exact web page they need. For example, a navigation search can be “Asus Computer” or “Google Drive”. Therefore, the SERP usually contains pages on products and services as well as articles on brands.
3 – Commercial
Commercial Internet users are ready to make a purchase, but they want to obtain additional information first, hence the “know-how” designation. They have other questions they want answered to help them inform their buying decisions. For example, they may try to choose between two different products and services. They know they need one or the other, but they simply need an additional resource or guide to help them decide.
4 – Transnational
As the name suggests, transnational intent is a buying issue. Internet users are ready to convert and just have to find the right page or the right place to convert. The keywords here are very specific because they are at the end of the funnel and often include transnational terms like “buy”, “sell” or “price”.
3 steps to building search intent in your SEO and content strategy
Now that you are able to examine your SEO and content strategy from the perspective of content research, the three steps below provide an excellent starting point for leveraging this knowledge to make strategic decisions. .
Step 1: Take stock of your performance
It’s no surprise that you need to understand where your content is before you can make informed decisions about what to optimize and where. Take a look at your current keyword map, the queries for which you are ranking, and where in the SERPs you rank.
Use Google Search Console, Bing Webmaster Tools, or the same offer from another search engine for this task. Take a look at the content of your positioning to determine the features that contribute to your search position. For example, how is your content structured? Do you provide a specific answer to the question? Does your target keyword match the queries for which you want to position yourself? Using these data, you should be able to get solid information about the type of intent your current content serves, as well as where you might have opportunities to fill the gaps.
For an additional perspective, consider doing an internal analysis to get a more qualitative overview of your customers or buyer audiences. Ask your sales team what they hear from customers or review the contact forms you receive to see what the real customers / buyers are looking for, or better yet, ask current customers directly how they have been to you. found and what problem you helped solve. Finally, work with your analysts to find out which queries reach the site’s internal searches. All this can add a little more perspective when analyzing raw data.
The ultimate goal here is to understand your current situation, as well as to identify additional opportunities where you can create the best response content to match the search intent of your audience. Document your results and proceed to the next step by immersing yourself in the search results.
Step 2: Evaluate the competition
Chances are your content does not dominate the search results on page 1 in all areas; you have competition. Thus, you must take the time to analyze the search results pages for your keywords and priority topics. This will help you better understand how the search engines determined the intent and why they identified your competition (indirect or direct) as the best fit.
Here are some things to consider when reviewing the results:
- Are my initial assumptions about content research true? For example, does my content match the search intent?
- What types of results are on the SERP? For example, are you faced with other similar brands? Or are you competing with third-party sites such as Wikipedia? Or is there a variety of apparently different types of content displayed?
- What is the level of detail of the top ranked pages? For example, how long is the content?
- How is the content of these homepages structured? Are there short paragraphs? Is there a strong use of title tags? What CTAs or internal links are present?
- Do I have the opportunity to do better? How can I optimize my own content to exceed other results? Or what other gaps can I fill?
These are important questions to ask because they can help you see how you are doing. For example, if one of your target keywords has an informational intent and your search results are composed of several rich and detailed blog posts, you will know that you need to create an even stronger and more resource rich resource. media to challenge the competition and better position yourself. If the competition on the SERP is already strong and matches the search intent, it means that you will have a harder climb in the rankings of your page.
Step 3: Optimize. Create. Improve.
You have taken stock of your own positioning, you understand what you need to do to increase your visibility, and you have gathered more specific information about content research. Now it’s time to move from understanding to action.
Start with the information at your disposal. Through your analysis, you have, we hope, found opportunities to enhance existing content by making updates to align with the intent behind a specific target keyword query or thematic group, as well as by adding relevant cross-links.
In addition, document, organize, and prioritize additional opportunities as part of your content strategy so you can run and track performance. In fact, you can consider adding the type of search intent, the state of the SERP, and how you fit the intent as categories to your keyword maps, glossaries, and more. important documents in SEO. These documents need to be updated as you improve your content, making it easier for you to track changes, measure performance, and optimize further based on the results you get.
Finding a high value and a low value
When you take steps to understand the intent behind your audience’s queries, you have the opportunity not only to optimize for the needs of your audience, but also to show them that you are getting them and what they are looking for.
Good old keyword searches and competition notes paint the outlines of an image. Search intent adds color to make your content a work of art. So start by identifying the type of search intent for your target keywords when you review the SERPs. Once you know where you stand and where competition can be won, prioritize and use the opportunities available to you as part of your strategy to help you move the cursor of your positioning.