Something as easy as put on the wearer’s skin and try to figure out what you want when you perform certain actions, such a search, we can greatly help not only facing the SEO but also in improved conversion and overall user experience.
That is, if we know the user’s intention will work to enhance their experience in our site, we will offer much more relevant to what you expect, and effect an improvement of conversion and a general improvement of SEO (use content web content, user satisfaction, etc …)
Let’s see some of the ways we know or study the user’s intention can help us in terms of SEO and conversion.
You really helps the user’s intention to SEO?
In principle the intention of Google is that users get relevant results on the keywords you are looking for, and this implies that we anticipate its intention to offer these results. For example, if a user searches for “Pizza” from your mobile, it makes sense that the user is looking for places to eat pizzas close to you … that is the intention of the user.
We could say that “not about creating content with the right keywords but creating content that responds to the questions implied in the keywords”.
It offers a response to users
Linked to the previous point, from the standpoint of SEO we have to try to give an answer to the problems users with their searches, and to do this again, we must try to know the user’s intention to fit contents “problems”
Identifies the type of user search
Keep in mind that different user intentions vary with the type of search you this information by the user. We can divide the types of user search in navigational, informational, commercial and transactional and correspond to different states in which the user is in your personal purchase funnel. Not the same type of searches that makes a user who is going to buy a camera in its initial state, which primarily makes information searches (opinions, reviews, comparisons, etc ..) or the type of search that makes a user in his final stage, which are transactional searches (buy, cheap, etc ..)
Use analytic to analyze the behavior of your users
Another way of analyzing the intention of our users are using analytics (or another analytics tool) to measure their behavior within our website so we can draw conclusions.
For example we can analyze the site search engine search our website to see what kind of searches made by users within our site, and from there to see where they want to (and thus discover their intention).
We can also analyze your navigation flow, entry pages, exit pages, browsing, etc .. imagine that a high percentage of users enter a data sheet from Google and these many sail to another data sheet in which just buying. This could give us an idea of what we are offering at the initial search and user intent differ.
Keyword research focused on user intent
We can make a research keyword research focusing on user intent, and for this we could combine keyword data planner (or another search tool keywords) with the data that offers webmasters tools. It would also be advisable to analyze search suggestions offered by Google itself or keywords for which the user accesses competition (and the contents thereof ). All this will give us enough knowledge about the real intentions of the user to make certain types of searches.
Titles, descriptions, content, etc … aligned with the user’s intention
With keyword research, data analytic and general knowledge about the user’s intention, we can work all of titles, descriptions and content in general focused entirely to that user’s intention.
Actually when you devote to marketing, or more specifically to SEO, what to think about the user is an exercise that is performed continuously, but even so, it is worth remembering and understanding how to discover and align with the user’s intent us can bring benefits to SEO face, and especially and most important facing the conversion.