Over the years, online searching has evolved from typing in keywords strung together by a plus sign (weather + Miami) to conversational dialogue (what will the weather be like tomorrow in Miami?).
Research, intuitive analysis, and innovative algorithms have allowed the way we interact with robots to progress into what is known as semantic search.
Semantic search allows users to query the internet in ways they’d query a friend or colleague (e.g. how’s your day today?). As robots get to know our native, casual language, algorithms evolve to cater answers to user intent.
What is user intent?
User intent refers to the context and answer intended by a user upon query. Let’s go back to the initial example of the weather in Miami.
If you type ‘Miami weather’ into the search bar, the algorithm knows better than to think you are simply curious about general weather patterns in Florida’s capital city; rather, years of research has taught the algorithm that you want to know what the weather forecast is for today and this week, and where to buy an umbrella if rain is on the way.
The user intent in this example refers to the unspoken intention of what you, the user, wants to find when typing in a search query.
Combination of individual keywords and user intent
A solid SEO strategy continues to draw from traditional keyword research and begins to incorporate user intent to ensure that content directly addresses consumer needs.
User Intent Search Engine Optimization
As you refine your SEO strategy to appease the new conversational search algorithm and user-user-friendly preferences, you will need to appeal to the user intent behind every search query. And in order to sufficiently respond to user intent, you’ll need to first analyze consumer data until you can truly understand what answers consumers are hoping to find.
Content that answers users questions
In hopes of Google or other search engines displaying your content as an answer to a question, respond to predicted or researched user queries as directly as possible. This might take additional researching, looking into user intent, and brainstorming around how to best supply the user with content and information that is both educational and entertaining.
Keyword types research
Three types of keywords are on every marketer’s radar: core, thematic, and stem. To rank high on search engine, SEO must address all three types of keywords and their closely related variations.
Reframed quality content
As you curate content to answer user queries, ask yourself: what does our user really want to know? You can use the content you’ve worked hard to create by presenting it in a different context that appeals more to your user.
Social media research and interplay
Social media offers a glimpse into incredible user insight. Follow market influencers, your shoppers, and relevant hashtags, to learn more about what users care about, what they’re investigating, and what answers they will be searching for next. When relevant, join the social media conversation so users learn that your brand is a reliable, authoritative voice in the industry.
Ongoing Search Engine Optimization
While boosting user intent SEO, continue traditional SEO efforts. Combining the two approaches will produce a wider-reaching consumer audience and retention rate.
Why Hire Executive Digital?
Executive Digital guides brands of varying industries and sizes through all areas of digital marketing. Our team stays ahead of evolving trends so that we can masterfully implement and execute the latest marketing knowledge into client strategies.
User intent has been evolving for years, and our team can help identify what your target consumer group wants to find so that your brand can provide better content and solutions than the competition.
Get started, today!
To learn more about our services and start incorporating user intent SEO in your marketing strategy, reach out to our team, and get started, right away.