Why User Intent Should Shape the Content You Create
In the past, if you wanted to enhance SEO, you just needed to use keywords. Now, content creators must write user-focused content or rankings will...
Many brands mistakenly think SEO is a thing of the past. Google does change its algorithms frequently, and lots of businesses have shifted their focus to tactics like search ads to get noticed. But, here are some statistics to keep in mind:
The truth is that SEO might matter now more than ever. Content marketing and SEO work together to create better online experiences for your targets, so now is a great time to start if optimization just isn’t something you’ve been prioritizing.
This guide will cover how you should begin and how SEO helps you connect with the right person at the right time via content.
So, first and foremost, you’ve got to know who you’re talking to. This is important for SEO because each person using your keywords and search terms has a specific intent when going to the web. You need to know where they are in the buyer’s journey, and assessing search terms can tell you just that.
Step one is defining your audience:
One mistake brands make is talking about their solutions right off the bat. Users want to first have their pain points and feelings validated, rather than being sold something. This is especially true if the search term is framed around the problem. An example would be a “how to” search, like “how to find the right paint color.”
For this search, it’s clear that the user is just starting to research the topic. They’re not ready to click “buy.” This is your opportunity to educate them and address their pain points. Content should talk to them about how it can be hard to find the right color for a living room, but these tips will help them create the right color scheme.
Customers research before they buy, so attract them before they even reach that stage.
People also want to see how you’ve helped other customers with your services. Offer them white papers or case studies so they can dig deeper into what you do. Your priority should be to educate and support your digital visitors so they start to trust you as a partner. Then, and only then, will a well-placed CTA at the end of the content help them connect with your brand about getting help from paint experts or browsing your colors.
Put the needs of your audience first in your content so that people will learn from you and stick around on your page throughout their entire journey.
Google’s primary mission is to make the internet experience better for users. The site uses an advanced algorithm to put the right information in front of the people who are looking for it. That information must be credible, well-written, and relevant.
That’s why search engine optimization (SEO) is so important in getting your content ranked highly by Google. The right keywords and best practices mean the algorithm will see that your content is the best out there and show it to users who use certain search terms.
Let’s talk about some Google best practices when creating your content:
Google also created the E-A-T factor, which stands for expertise, authoritativeness, and trustworthiness. E-A-T helps Google show users the most relevant, high-quality content possible, so you need to focus on ensuring your content fits the bill. Include research, link to credible sources, and deliver on your promises.
These elements will help you please Google and meet your audience’s needs. Best practices should guide the content you create, but remember that you still need to be genuine and focus on value.
Now, let’s get deeper into one of the most important topics: keywords. You need to use them in your content without letting them overpower what you’re saying. They should appear naturally and shouldn’t be thrown in awkwardly just to hit your target number.
Pro tip #1: More than assessing search volume alone, also consider the user intent behind each search term. Think about this intent as you’re writing content for your site.
Pro tip #2: Use keyword research tools to find keywords related to your topics. This helps you plan out a content calendar with unlimited topics so you can easily create abstracts and assignments for content. This is helpful when you know you need, say, over 100 blog posts in the next year. Start a repository for future blogs so you always have a place to pull from.
Here are a couple other tips for generating topic ideas:
Remember, keywords are your friend. They help Google notice and rank your content while helping you come up with relevant topic ideas for your audience. Just make sure not to overdo it with keywords, or your readers will have a hard time trusting you.
Implementing SEO best practices and using keywords are important steps, but your main concern should always be quality. Your site might show up first on the Google results page, but users will be turned off and you’ll see a high bounce rate if they click through and find nothing of value. It will be hard to generate brand trust and get new leads.
All the content in the world won’t save you if your site is poorly written and, well, crappy. You can’t afford to make a bad impression with online users who will move on fast if they don’t see what they want to see within a few seconds.
Get your site in order with tons of value-based content that your audience actually cares about. The guidance throughout this post will help you get there, but here are a few more tips for quality content:
Just remember to focus on the people you’re trying to reach and do your research. Plan out a content strategy so that you have great writers and editors producing well-written, high-quality content that will boost your online presence. The bottom line is that well-crafted content wins the day.
All of these moving parts will help you create a content marketing strategy that incorporates SEO best practices. If you don’t have the writer talent on staff and/or are lacking time to make it happen, though, we have great news! ContentBacon is here to save your strategy. We have a team of experts who can help you plan the right content marketing and SEO approach and execute with the right content. We get to know your brand, make suggestions, and deliver copy that will resonate with your target audience.
Allow us to step in with our SEO expertise and help you build more brand trust. We recognize that the best way to build trust and drive sales is with relevant, engaging content.
Contact ContentBacon today to learn about our content subscription services.
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