Driving organic traffic to your site but not seeing enough conversions? Then your content might not be meeting the users’ needs.
To drive conversions, you need to know what your leads are searching for and deliver engaging content that resonates.
On April 14, I moderated a Search Engine Journal webinar presented by Anna Niles Charity, Senior Product Marketing Manager at CallRail, and Lance Bachmann, Founder and CEO of 1SEO.
They shared how to leverage user intent to drive more qualified, high-converting leads.
Here’s a recap of their presentation.
Effective and engaging content addresses a searcher’s intent – but some businesses miss the mark in this area.
User intent is the main goal a user has when typing a query into a search engine.
For example, your AC cuts out in the middle of the summer, you search [24/7 HVAC repair] while your partner searches [AC repair near me].
While the keywords used for the queries differ, they have the same intent, or end goal, which is to have an HVAC unit repaired.
There are four common types of user intent, namely:
But why does user intent matter?
Simply put: meeting a customer’s user (search) intent is Google’s #1 goal.
The results that Google returns for a particular search query mirrors the intent for that given keyword.
User intent needs is a crucial part of a successful SEO and content strategy.
Here are ways businesses can leverage user intent to inform their marketing.