Imagine a lead contacts you out of the blue. They know exactly what they want and they’ve come to you because they know you can help them.
Now, picture a lead who’s landed on your website by mistake. They don’t want your products or services at all.
Which lead is more valuable?
Optimising your website increases the volume of quality traffic who are actively looking for your products and services. You’re not just getting MORE visitors, you’re getting more visitors who are INTERESTED in your business. As a result these site visitors are more likely to become customers, and are worth their weight in digital gold. This is one small piece of the conversion rate optimisation pie.
You can attract more of these quality visitors by understanding user intent – and designing your website’s on-site and off-site SEO to match that intent. For example, let’s say a customer types ‘all black gear’ into Google. Is their intent to find replica All Black jerseys to purchase, a range of clothes all coloured black, or something else?
User intent is simply the content a search engine user is looking for. This could be directions to the airport, tickets to see Flight of The Conchords, or funny cat videos. Your job is to provide people with the content they’re looking for in the format they desire.
Common user intent types include:
Informational: These people are looking for information. For example, “What is the best type of laptop for video editing?”
Navigational: These people are looking for a specific website. For example, “Apple”
Transactional: These people are looking to make a purchase. For example, “Best prices on MacBook Air”
If you’re unsure what search intent is behind your target keywords, try Googling the keywords you want to rank for and seeing what’s currently in the SERPs. For example, if there’s a photo carousel, it’s likely people are searching that keyword looking for photo results.
You can also Google your target keywords to see what your competitors are NOT providing. Do the top 10 results on Google include photos? You might consider using a video. Do the top 10 results on Google include an overview of the topic? You might consider creating a deep-dive guide on the topic. Researching ranking websites will provide a baseline, it’s your job to 10x the value they provide.
Ready to learn more about creating content that nails user intent? Jump straight to Chapter #3: Keyword Research
Once you understand the searcher’s intent behind their target keywords, you’ll be able to create relevant, quality content that gives people what they want. This will establish trust with your site visitors and help you rank higher on Google – remember, Google wants to show websites that give search engine users what they want.