6 Understand your user intent
At the heart of every Google search, there’s a user with an purchase-related intention, whatever that might be — to find reviews, products to buy, price comparisons — the list is pretty well endless.
One of the best ways to discover more about your users’ intent is to look at your own marketing analytics. Google’s AdWords Keyword Planner lets you see which keywords (don’t forget the valuable long-tail keywords too) that are being used to find your website. Through analysing these, you can more deeply understand what your site’s audience is looking for, and then develop a content strategy to meet and fulfil them.
Long-tail keywords are more specific 3—5 word phrases that searchers use when they’re getting closer to making a purchase. For example, say someone starts searching for the term ‘dining chair’. After visiting various websites, looking at styles and comparison shopping; as they narrow down their choices, they might begin searching for ‘Eames style contemporary dining chair’.
Content crafted and tailored in this responsive way will connect with the user immediately, and that’s an effective way to increase traffic, clickthroughs, leads, sales and conversions.