How to Create an SEO Strategy Based on User-Intent

User intent, also known as search intent, is basically what the users are looking to achieve when typing a question or a set of keywords into the search engine. For a marketer who is creating a digital marketing strategy for their company, or a business leader who is trying to rank its company higher in the relevant SERPs, it’s imperative to understand search intent and how it shapes marketing strategies and SEO in general. If you don’t understand search intent and why online audiences are searching for something or what their end goals are, then you won’t be able to optimize your content and tailor the browsing experience to their needs.

Given the fact that Google and other search engines do recognize user intent and rank content and websites according to what the user is hoping to achieve, it’s important for marketers to craft content that is relevant to the user, which will ultimately elevate the brand’s authority in the online world and position the website higher in the SERPs. Here’s how you can create an SEO strategy based on user-intent.

Optimize content for informational intent

The first type of intent that you should create content for is informational intent. This is the type of content that helps a customer research a specific topic, product, service, or anything that might spark their interest. This is also the first step in the buying journey, and arguably one of the most important ones, which is why you should optimize your content for informational intent first if you are to drive lead generation forward and set the stage for conversions down the road.

When people are researching services or products, or when they are researching relevant topics, there is a chance that they will decide to buy at a later date, but that doesn’t mean that you should try to sell anything at this stage. Instead, your content should serve an educational purpose, and provide as much information on the topic as possible in order to position your brand as the go-to source of quality information – this will boost your ranking and spread the word of your company, but also improve repeat traffic.

Implement local SEO for local intent

You probably know by now that people will research a brick-and-mortar business online before deciding to visit the store in person, which is your cue to start optimizing your content and information for local search intent. Your goal is to appear at the very top of the local SERPs and inspire users to visit your business with the intent of purchasing something from you. This is why local intent is so important, especially in highly-competitive markets such as Hong Kong, for example, as local companies need to create content that provides all of the necessary business information to the user.

This is also why business leaders will frequently work with an experienced SEO agency in Hong Kong that focuses on local intent and what the user aims to gain by researching local businesses in their vicinity. The objective here for your business to appear on the local map, providing all of the technical information such as your work hours, address, prices, reviews, short descriptions and more. Complemented by the content on your website, this is a recipe for successful local SEO, and a good way for the user to find out everything they need to know about the business before coming over.

Use navigational intent to sway the customer

Navigational intent is that stage in the buyer’s journey when the user is still not ready to make a purchase, but is starting to research their options, so they are taking a more meticulous approach. At this stage, the user is looking for a cross between quality educational content and content that provides comparisons and links to the products they are considering. All of this serves the purpose of helping the user decide on the product, and where to buy it online.

For you, this is the perfect opportunity to sway the customer to your side and inspire them to interact with your website and company, if for no other reason than just to obtain more information about the product or service you’re selling. Remember, the goal of your SEO strategy is to get people over to your site, but also to inspire them to get in touch. Once they do that, you can use your superior customer service to inspire them to buy.

Use specific keywords for transactional intent

Also known as the intent to buy, transactional intent is the last stage of the buyer’s journey, and it means that the user is ready to make a purchase – the only thing left to do is to find a trustworthy website. It should go without saying that you can’t rely on education content to rank you high for these searches and actually incentivize a customer to make a purchase.

Instead, the specific keywords they’re using should serve to help you craft amazing landing pages and product pages that will appear at the top of the search results, and provide the user with the information necessary to buy. At this stage, it’s important that you provide quick product descriptions, deals and discount information, prices including shipping, product reviews, locations where people can check out the products, and more.

Wrapping up

User intent has become one of the most valuable tools in a modern marketer’s arsenal, and for good reason. By understanding search intent and how you can optimize your content for every stage of the buyer’s journey, you can elevate your standing in the SERPs, boost your SEO strategy, and set the stage for higher conversions.