Creating Valuable Website Content – What Do Searchers Want?
A common goal for any business owner is to increase traffic to their website.
You want to see positive results in traffic and the search result positions.
In 2016, Google rolled a number of new algorithms and updates which affected the way website were ranked in the Google Search Results pages. One of these was the Panda algorithm. The Panda algorithm basically prevents website with poor quality content quality and poor user experience working their way into the top spots of Google’s search results.
So how do you create valuable content that will help your website increase its visibility and rankings?
Let’s stake a step back………you may have thought SEO is all about keywords! Well, it’s still very important to select the right keywords. These should show medium to high average monthly search volume and have a targeted web page for these keywords, as well as include the keywords in the on-page elements of your web pages. However, the strategy needs to go beyond just the right keywords. It needs to be enhanced by creating valuable content that users want and have content that converts.
In order to create valuable content, you first need to think about why a searcher is looking for your types of products or services ~ that is what is their intent, what is the type of content the user is looking for? Knowing this information will enhance any keyword or marketing strategy.
User intent simply refers to the information that users are looking for when the ‘surf the web.’ For example, if a user was searching for ‘pet dogs,’ he or she might be looking for information about what dog a great with children, or what’s involved in buying a pet dog locally, or for information on particular breeds.
Generally, a user goes does a Google search with the intention to:
- Learn something.
- Do something.
- Go somewhere.
The content to support each of those searches would be very different. If the page has been without an understanding of the user’s intent, the right content may not be included, causing users to leave the site unhappy and look elsewhere.
This means that when planning what keywords to target in your digital marketing campaign, you also want to be sure to ask the following questions:
- What content would best address my users’ intent?
- What content will my users and potential customers find the most useful/interesting/sharable?
How to identify user intent?
There are a number of different ways to identify user intent, including asking your customers and staff what sort of information they would typically seek, and find of value when looking for products or services that are similar to yours when doing a Google Search.
Another way is to use Google yourself to gain an insight.
In order for Google to maintain and increase its revenue, it needs its users to continually use it, and to do this it needs to produce accurate results that answer or address each user’s question or intent when they type a query into the Google Search box.
To use Google itself as a tool for understanding user intent:
1. Identify which is the best keyword to target.
2. Perform a Google search for the targeted keyword.
3. Review at least the top five or six results and look at the content on the pages that rank high for.
4. Document the results that are returned and specifically note what type of content most commonly appear at the top of the Google search results for that particular keyword.
This will give you a sense of what content users are looking for when they search for
a keyword or keyword phrase.
For example, a user searching for informational content may search for ‘Best pet dogs for children’ and find results that include a list of the best pet dogs or breed’s suitable for children and families with some photos and relative supporting information.
On the other hand, a user who wants to know what’s involved in buying a pet dog might search for ‘What I need to know for buying a pet dog,’ and would find some information that is relevant and should be considered when buying a pet etc.
Once you identify the user’s intent, it is very beneficial to brainstorm different types of content that you can create that will be better and more valuable to your users.
Remember that the content on the website isn’t for you; it is for your audience – the website users.
For more articles about improving your website and its SEO performance take a look here.