It’s easy to lose track when you’re building a search engine optimization strategy. People are constantly talking about things like link building and keywords, so many business leaders focus on these things, and forget about other concepts along the way.

However, it’s important to remember that people on the search engines are looking for specific things. To get the best return on investment for your search strategy, you can’t just pull anyone to your website and hope for the best.

Instead, you need to think about how you’re going to drive the most relevant leads to your content instead. Here’s everything you need to know about intent and how it applies to your search strategy. 

What is Search Intent?

So, what does it mean to understand the intent of your target audience? In simple terms, it means that you try to figure out why your customers are looking for a specific keyword or phrase.

For instance, if someone looks for Apple on Google, they could be looking for recipes to make with Apples, or they could be searching for information on the tech company.

Understanding the intent behind every search makes your marketing campaigns more effective, because it ensures that you’re not attracting leads that aren’t interested in your business to your website.

Now that Google is getting a lot smarter, it’s shifting its focus onto the user experience, and how It can ensure that searchers always get to the website that’s most suitable for them. 

With that in mind, companies are under a lot more pressure to think about intent when building their content marketing campaigns.

You can’t just integrate keywords into your articles anymore. You need to ensure you have valuable information that expands on the keywords in a way that’s suitable for your target audience. 

Intent Delivers Better User Experiences

Understanding what your customer actually wants when they begin looking for terms online means that you can enhance your business branding and drive better results for your customers.

Knowing the intent of your target audience means that you can add contextual terms and semantic keywords to your campaigns, so that you’re more likely to attract the right people to the right articles.

This reduces your risk of ending up with frustrated consumers on your landing pages, constantly hitting the back button because they haven’t ended up where they wanted to be.

A lot of companies automatically assume that SEO is all about driving the most traffic to their business. However, that’s only part of the puzzle. 

SEO isn’t just about getting to the top of the search results for your key terms. Targeting people based on their intent means that you bring the right people to your site at the best possible times.

The result is less money wasted on traffic that isn’t going to have a positive impact on your bottom line. Additionally, you also increase your chances of attracting more relevant consumers who are ready to spend money on a solution to their problems. Knowing what your clients want gives your SEO more value from a profit perspective.

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