Using Searcher Intent In Order To Maximize Page Exposure
Search engine optimization and keyword strategies have long been the basis for attracting visitors to a site. There are many different techniques, but they are all based around these two things. To make money with a website or get people to subscribe to a newsletter, you need more than keywords. You need to understand searcher intent if you want to get real results. Searcher intent is the reason why a visitor is querying certain keywords. Understanding searcher intent allows you to deliver the value that keeps visitors coming back. It may also be just what convinces them to make the purchase from your site.
Traditionally, organic and paid search has been pretty simple. Someone looking for a Chinese food restaurant in a town would likely type in, ‘Chinese food’ and the name of the town. Voila! They have their results. However, more commercial terms are highly competitive. You don’t always know what the query will return. This is why search engine giants have poured countless man hours and dollars into studying search intent. It allows them to display the most significant results for each query. They have actually devised a proprietary rating system for each search. It helps them measure the success of each search. They are using searcher intent to consistently fine tune query results.
Types Of Searches
No matter the intent behind them, there are different types of searches. If you want to maximize your page exposure using search intent, you’ve got to understand each one. The three types of searches are navigational, informational and transactional. Navigational searches happen when someone is looking for a specific page. This is high-value traffic. The visitors have direction and they know what they are looking for. Informational searches happen when people are gathering information. They are typically doing some sort of research. Informational searches take place when people want to know about something. They typically aren’t quite ready to purchase. Transactional searches are another high-value search. It involves people making a transaction of some sort. They could even be just looking for a local electrician.
Clarifying searcher intent can be difficult. However, it is necessary to maximize page exposure. It also helps simplify the entire SEO process. It involves adding a little more research and columns to your keywords page. You should classify your keywords by the type of search they involve. You’ll also want to add a column to identify the type of financial value each keyword has. Now you need to type in each of your keywords or search terms. See what pops up after you get past all the ads. Does it return more informational or transactional information? This is how you know if you’ve classified your terms correctly. The type of content that appears closest to the top is the type of content you want to mirror with your keywords. It is obviously what attracts the most attention.
Classifying your keywords or keyword phrases like this does take a little work. However, the results are far superior to the older methods. It helps simplify the process and maximize exposure for your page, too. This will also help increase your rankings. It’s a catch twenty-two. The more exposure your page gets the better it ranks and vice versa.
Read More: Google’s Best Practices – SEO
Joanne is an accomplished marketing and sales leader with over seventeen years of experience defining corporate marketing and sales strategies, managing sales and marketing teams, and closing new business with Fortune 1000 customers across a wide range of vertical markets.