Successful SEO marketing does not rely on keywords alone. A deeper understanding of the target audience such as their online patterns, questions, and goals is also essential. Maintaining a healthy SEO in the current market mainly depends on how well the marketer satisfies the user’s intent. You may have quality content on the site, but ensuring that visitors have a great user experience goes hand in hand with delivering solutions to their needs.
Google makes deliberate changes to its core algorithms over a hundred times annually. It makes SEO marketing quite challenging as there is no sure way to uniquely optimize a site to give it a high rank in the search results.
The best way to counter these effects is to focus on the element that does not change altogether: the people. Once you are aware of the target audience’s needs, and their search intent, it becomes easy to build content around it. It is even better than relying on keywords which will only give you a good rank for a short-term period.
Integrating user intent in content marketing is also important to marketers as they can conduct market research with much ease. Having used search engines themselves, they would know about the struggle of the search process before finding an answer to a query, options that search engines provide to get varied results, and the search phrases will return the most relevant results.
An analysis conducted on the user intent while working with search engine has a significant influence on how marketers develop a greater user experience. A good user experience is similar to implementing an SEO campaign in that it requires having a sense of empathy for the intended audience. It is easy to tailor experience needs based on what you, as the marketer, would think to be the best way. However, for a broader audience, it becomes a little more involving.
Designing UX requires considerable research which should act as the guideline to creating quality content for the targeted users. Learning about needs of the user base should help inform on the content that you will put up on the site to service those needs. The deeper the research goes, the better you can custom-fit the site to provide them with the best services and experience they deserve.
Who does it best?
SEO: The sites that provide users with the most accurate results in a fast and efficient manner are among those that satisfy their intent. Google’s primary objective is to provide an excellent user experience which is why sites with the highest quality online resources have the strongest SEO. They do not duplicate or thin-out content, do not use black-hat SEO strategies, are mobile-optimized, have high loading speeds, and are easily navigable.
Wikipedia. It adheres to Google’s quality guide which is why it appears among the first results on the SERP. It is so efficient that Google uses its information in the knowledge graph. It provides detailed information that captures many of the keywords, answers queries, has no cluster. It is an ad-free experience and makes helpful links available for further clarification.
IMDb.com. It is among the high-ranking search results when it comes to information about movies or tv. It provides:
- Display: it uses hierarchies to give organized and attractive information.
- Accessibility: it is mobile friendly for new and returning users.
- Usability: it has a very interactive interface with clear options for use.
- Value: it showcases its information in brief, graphical experiences as well as detailed, high-quality content.