By putting customers first and finding out the search intent of their query can help brands create content that matches their customers’ needs.
Brands should always prioritise search intent while conducting keyword research and optimising their content. As Google’s recent algorithm updates focus heavily on user experience, putting emphasis on search intent can help brands improve their chances of ranking higher on SERPs.
Informational, comparative and transactional are different types of search intent. To create content that aligns with these types of intents, conduct a SERP analysis, and keyword and competitive research.
By using the hub and spoke content marketing model, brands can further create a content strategy that aligns with search intent. The hub and spoke content model can help marketers target transactional keywords on the hub page and more informational keywords on the spoke pages.
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[10 minute read]