Week 9: Search Intent - The Holy Grail to SEO marketing

Search Intent - The Holy Grail to SEO 

All of us in the modern age find ourselves endlessly traversing search engines such as Google, desperately seeking the answers to the plethora questions we want solutions for. While we navigate the information highway, Google subtly directs our attention to the things most relevant to what we are searching. The Tech Giant collects and organises a vast quantity of information about the relationship between words and meaning, in an attempt to most effectively and efficiently give the user what they are looking for.  In the age of internet, Google reigns supreme because it uses search engine marketing (SEM) tactics to fine tune its algorithm which dictates search results. But what does this mean for us as marketers, and how can we utilise this information to maximise results? 

The simple answer is intent. Understanding search intent can be the secret ingredient that brings your content strategy from mediocre to exceptional! More often than not, businesses are producing superior content that is unable to dominate in a search engine for the target 'keywords'.  Why is this you may ask? Well, simply their key words and intent merely don't match.

 

Take ramen for example. Searching for a ramen recipe has divergent intent than searching for stores that produce ramen, which is further contrary to searching the history of ramen. Whilst these all have an analogous keyword revolving around 'ramen', such consumers have differing intents. 

First–let’s iron out the basics..... 

Why is search intent imperative to SEO? 

Search intent (often referred to as user intent) is the primary goal a consumer has when searching a query in a search engine. If a consumer is on a quest for specific material and find themselves riddled with irrelevant information, it sends a signal back to Google that the intent is likely incongruous to what the consumer is looking for. 

So how can YOU improve your ranking? 

Considering Googles primary ranking factors are authority, relevance, and user satisfaction,  its evident that 'fine tuning' your keyword targeting to reflect search intent can enhance your overall rankings. Therefore it is instrumental in helping a brand climb the search engine ladder which then increases the likelihood of consumers coming in contact with your brand.  All in all, it is what will provide the catalyst that bolsters your chances of reaching your target consumer over your competitors!

Lets break this down a little more in terms of these three key components; 

Authority: 

It is imperative to develop a robust internal linking strategy that signals to Google 'I have fruitful content covering copious angles and intents surrounding the desired topic'. This can be achieved through creating valuable content around topics your brand is well versed in that satisfies various intents. This is so that whenever something relevant to your brand is searched Google directs the traffic to your page because you have the answers.

Relevance:

It is important for the brand to reflect on consumer behaviour; if after clicking your link they are satisfied with the information they find on your site, they're less likely to return back to Google to explore different results. Therefore knowing this information is paramount.Adopting 'Google Analytics' will assist in tracking and understanding consumer behaviour and allow the brand to adjust their offerings to effectively align with what the target customer is searching for.

User satisfaction: 

Put simply, once the customer has selected the brands offering is the content value adding for the consumer . How optimally does the brand fulfil the users desires. This is often measured through Google reviews, time spent on your page, and number of clicks on your website. 

In comparison to other digital marketing tactics, how important do you believe SEO is for a business? More importantly, how have you incorporated SEO marketing for your final assessment to improve your companies google ranking?