Optimise content for search intent 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 22, 2021, 6:08 PM GMT+0

Consistently creating content that addresses consumer needs can help improve search rankings, attract more prospects and satisfy customer needs. 

While optimising content for search intent, marketers must keep in mind that there are four types of search intent: informational, navigational, transactional and commercial. Conducting customer surveys can help marketers quickly interpret their customers’ online search intent. 

Marketers need to reverse-engineer their frequently seen answers to identify user intent behind specific keywords. They can then look at the user’s after-search behaviour to determine the intended meaning behind each keyword. As Google’s algorithm gives preference to search-intent optimised content, marketers should study the top-ranked pages to identify specific search intent behind a particular keyword. 

Using insights from customer data, market research, social media, and competitor analysis can further help marketers understand what their potential buyers are searching online. Marketers should use these data points to create and organise content around specific user queries.

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