How to Target Search Intent On Your Content
by Al Gomez
When it comes to writing articles, one of the biggest mistake a marketer could do is to write an article that no one cares about. Apparently, there is a second mistake you might be doing all these years which affects the traffic you are generating to your website.
In order to start this topic, answer this question first. Do you think you are searching and using the correct target keyword? If you are not confident with it, you might revisit the recent article entitled “Discover Best Content Ideas: Four Strategies You Must List Down” to help you in searching the right keyword for your article.
Importance of Right Search Intent
Before you choose the approach to optimize your article, you should have better understanding with the types of search. Through this, you may be able to know how can search intent change your end goals. If you are not familiar with search intent, according to Telegraph, “it’s the underlying reason a user has executed an online search.”
Based on the definition made by Telegraph, you can conclude that you must know the reason how the target buyer is searching of a specific topic. For example, if you know what your target market wants, you can create an article that could be a great help to fulfill their needs. You will be able to create relevant content that can lead to a better answer and solution to your users.
Trio to Help You Target Right Search Intent
There is a trio you need to be familiar with to be able to target the right search intent. First, you need to be aware of the data since it can give you a well-supported insight about the figures presented which leads to the last factor which is building of the idea to provide a high-quality and relevant content.
If you think that you are doing it right by using the highest search volume, you are wrong.
Identifying the search intent and choose the most applicable search query to ensure that it matches your article gives you a much effective progress than just looking for the keyword.
Match Right Search Intent
You don’t need to pour all your keywords in an article to be able to rank. According to Ahrefs, “our research has shown that almost 75% of pages that rank in Google top 10 don’t have even a single mention of an exact match keyword in their content.”
In order to make this research accurate, below is a sample that you can also follow to be able to understand this part easier. For example, you will be searching “how to fix your roof”, just like the drill you already know, choose the first article that ranked first on the results provided by Google. Click that article to see if that article actually contain the phrase “how to fix your roof”.
As you notice, the phrase was not even found in the whole context of the article. However, it holds the top result in Google. You may ask, how is that possible? To make it short, you are living in 2018 and sprinkling those keywords is already considered as a thing in the past.
Spreading the keyword all over your content might not be a factor today BUT it is still vital to have your target keyword in the places below, as stated by Ahrefs:
- URL (Uniform Resource Locator)
- Title or headline
Question is, how would you be able to know the right keywords that you need to use? Referring to the first page, you will notice that there are two main words used. You can find words such as “repair” and “roof”. Apart from these words, you can even see words close to repair which are “replace” and “fix”.
Nowadays, Google is not that strict when it comes to the keywords you are using. When it comes to targeting your keyword, it allows flexibility which is a good thing for content marketers. All you just need is to pay attention to the search intent. You must also improve URL, title, and content, in which keywords must also be attached.
Optimize Content to Create Maximum Search Traffic
Prior to creating a content, You first need to study the keywords you used to rank. Don’t put too much synonymous keywords since it might ruin the optimization of your content. After coming up with other ways to rewrite the article the in natural way while ensuring that you are targeting the search intent.
Everyone have competitors. You can track the competing pages for the keywords they rank for but not to you. Once you were able to search for it, you may be able to insert those keywords on your content. However, how can you look for it? Below are the ways you can use to look for the keywords that the competing pages are using.
Step #1: Copy the URL of the particular article you have then paste it on the site explorer.
Step #2: Before you continue to the next tool that you should be using, know your competitors first. You may be able to do that by using the keyword explorer. For example, the keyword that was used was “unique selling proposition”.
Step #3: Proceed to the SERP overview and copy the URLs of the two websites or articles on the results that were found in Ahrefs.
Step #4: By using the content gap tool, you may be able to detect the keywords that those pages are ranking for but your page doesn’t.
Step #5: Using the two URLs that you copied a while ago, you may be able to detect the keywords that you should’ve inserted in your article.
Step #6: Find the keywords that you think can be helpful to your article. If you will base it on the results below, there are words such as definition. Why? It is because the topic is not that popular yet. People are searching for its definition first to be able to comprehend what does the “unique selling proposition” means.
The two articles made by the competitors focuses on the definition of the words such us unique and proposition. And all of these happen due to the reason that you are writing for your audience and not for yourself alone. Your target audience needs to be educated first that is why definition are often used.
Do you think after knowing where to get great content for your article and knowing how to generate better traffic potential, you can finally rank? Sorry to say this but this is not yet the end. There is a quicker way you can win that ranking and that is to examine contents from the article or blog that you already have.
How will you be able to recheck your past articles? Here are few ways you may be able to audit the contents posted in your blog, according to Ahrefs.
- Find out if the articles you have published have backlinks.
- If ever you noticed that the blog of your competitor is outdated. Grab that opportunity to make your article up-to-date due to the reason that Google acknowledges fresh contents.
- Detect if you’re using keywords that doesn’t match the right search intent in your past articles.
Matching the correct search intent can create a huge difference than just using keywords that you think might help you in achieving the top-rank results. If you have old but best articles, you can still improve to be able to gain some traffic. However, if you think that you have articles that doesn’t bring any search traffic, you have an option to just delete them.
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