Much of the talk about customer intent, however, focuses on CRO, not SEO.
The fact that, although CRO and SEO are so closely aligned in this area, it is impossible to separate the two.
I would like to rethink user intent, but pay more attention to the conversion optimization side of the issue.
Here’s my research: User intent is the starting point for successful conversion optimization. If you fail to address customer intent, you fail in conversion optimization. This is simple reality, and there is no way around it.
What is the user’s intention?
User intentions indicate what a user is looking for when they conduct a search query. This goes beyond the superficial idea of ”keywords”. Keywords are just words – and they are virtually defunct in the era of semantic search and highly developed algorithms.
The intention of the customer is exactly what is driving those keywords or queries.
There are three main types of intent:
Navigational – The user is trying to reach a certain site.
Informational – The user is searching for information.
The basic idea is that everyone who searches the Internet has a specific intention. They want something. Content that appears in search results should fulfill their intent.
What does user intent tell us?
It makes sense. If you can find out the intent of the customer’s information, then you can distribute content that meets that informational requirement. The results are more and better traffic.
Scott Liner, who directs search engine marketing for AKQA, explains the relationship between customer intent and companies’ response to their content approach.
User intent is really about marketing.
The intent of the user today indicates major changes in the digital experience. Now SEO is not a strategy in itself. Instead, SEO has rolled out into broader areas of marketing, including optimization of conversions.
When an SEO starts thinking about the intent of the user, he is actually thinking how to meet the needs of a potential user. This is, at its core, an exercise in marketing – the user needs to deliver what they want and are looking for.
How to implement user intent for conversion optimization.
In fact, there really should be no transfer. In particular, it is about conversion optimization. Meeting user intent is about creating a landing page that is optimized for more conversions.
What we need to do now is implemented in specific and strategic ways.
1. Identify the questions that bring users to your site.
First you have to understand the questions that drive traffic. This is a simple case of analytics and webmaster data.
A quick and dirty way to get your data is to go to Google Webmaster Tools → Search Traffic → Search Query.
Jeremysad GWT Data
Using this data, I can move to the next step of optimizing these questions.
2. Understand the intent of those questions.
Each query has a specific intention behind it. What is the intention behind these questions? This is my next task, and it is not difficult to achieve.
Remember, there are three main types of questions – navigational, information and transactions.
The first query in the list is “words that inspire trust.” This is clearly an information query. Users who “search for words that inspire trust” have information as to their intent.
Whoever searches for that query will see this result in SERP:
Understand the intent of those questions
This is why I have such a high number of explorers accessing this particular article. Even the article opposes the Wall Street Journal.
Because it is an informative query, I provide an informative result. Users do not want to buy anything. However, they want the information that I have provided.
This is where I introduce the conversion optimization technique.