What is User Intent in SEO ?

The end goal is always to get your website in the top search results and visited by lots of people. BUT - you don’t want to bring users without purpose. You want them to do specific things: learn, discuss, subscribe, purchase, share, and so on. In order to reach that result, one of the most important steps to make is keyword research – that is, finding the best SEO keywords using SEO tools and using them effectively. However if you accidentally miss the mark here and use the wrong keywords, you could quite negatively impact your website ranking. Remember you need to use words that people are actually searching with, NOT what you think they are searching with.

Now, everybody knows keywords are for site optimization. But how exactly do they work? What makes them so vital for SEO? In SEO, keywords fulfil three important objectives: Keywords attract your potential clients, signal to search engines about your content’s topic, and serve as a foundation for expert-level content.

Before we look at how to find the best keywords for your site and the most effective ways to use them let’s look at the most often overlooked – but most crucial element … user intent.

Step 1. Fully Understand The User’s Search Intent

It’s easy to just take whatever keywords you like from a keyword research tool and put them onto your site - but that is a bad strategy, finding the right keywords requires planning. The key is to put some thought into your keyword research; then you will get a better shot at making your site more visible in the search results .. So, the first step is to have a full understanding of the user search intent.

What Is User Intent?

Keywords can be divided into categories based on their purpose:

• Commercial Intent: when users are looking for something to buy or comparing products. Example: best types of walking boots.
• Transactional Intent: when they want to spend money on something specific (not to be confused with commercial!) Example: order walking boots.
• Informational Intent: when they want to learn something.
  Example: where are the best local walks.
• Navigational Intent: when they want to find a site or a page.
  Example: web-aviso Formby
• Locational Intent: when they want to find a place, products, or services.
  Example: car wash near me.
• Seasonal Intent: when they want something related to a time period.
  Example: Christmas decorations.

Users browse the web with a many different purposes, but if you can match their intent with the your relevant website content and keywords … the difference can make or break their choice over visiting your website, or another online competitor.

So you know that keywords have to fit your site’s niche and topics. But If you want to successfully attract a specific kind of audience, your content needs to:

1. Match your audience’s wants and interests.
2. Include phrases that they use while searching for what they want.

How Do I Implement User Intent Into My SEO Strategy?

To target users with even higher accuracy consider the stages of the keyword funnel:

• Awareness: the user has a need and starts searching for a solution, possibly not knowing yet what it could be.
  Example: buy laptop.
• Interest: the user narrows down and explores the options.
  Example: best gaming laptops.
• Action: the user knows exactly what they want and intends to get it.
  Example: laptop Lenovo IdeaPad

Step 2. Find The Best Keywords

Now that you know what kind of keywords you should look for, you can proceed to the next step: finding them. This is where SEO tools or even AI digital marketing prompts come into play. These will help reveal keywords measured for effectiveness and provide helpful related data too.

For example, when people Google things, they often use the same or similar search phrases ‘Christmas decorations’ or ‘Christmas decorations DIY’ SEO tools can count how often people use any given keyword. They display it in a metric called search volume, and it’s usually monthly (i.e. number of searches per month). A higher number means more people using the keyword.

But there’s a catch: the most used search phrases tend to be too short and too vague, completely failing to reflect the user search intent. It makes sense when you look at it from the users’ perspective. Have you ever Googled something without fully understanding what exactly you want? You tried a simple search query first, then a more descriptive one which narrowed the search results down a bit and gave you the right answer. If you have experienced it, then you know first-hand that long search phrases (aka 'long-tail keywords') work much better than short ones.

So, what’s the best practice for keywords?
Here’s a formula for you to follow.

Your keyword phrases should:

1. Be descriptive (at least 3 words).
2. Reflect the user search intent.
3. Have a high monthly search volume.

Also, remember seasonal keywords? Pay attention to the Search Trends column: it shows how often a keyword is used every month. There are many other useful data variables keyword search tools can provide too for consideration. You may also find competitor research tools useful.

Let’s also not forget Google’s helpful features like autocomplete and People Also Ask. These features suggest search phrases used by other people – and what’s more, those phrases are often long-tail keywords. A safe bet to use on your site! (Although it doesn’t hurt to check their search volume and seasonal relevance anyway.) Lastly, keywords and phrases related to your main keywords can serve you just as well – even if they are low-volume.

Step 3. Use Keywords On Your Site Effectively

Firstly, how many keywords should you use on a web page? Well, there are multiple ways to describe pretty much anything in most languages. When millions of people are looking for the same thing, they don’t all use the same words. They use a large variety of different search queries, sometimes even at once. This means that in order to use keywords effectively, you can’t pick just one to optimize a page. You have to use several related keywords at once to cast a wide net.

With that in mind, you can finally start putting your keywords to good use. There are two major ways to do it:

1. Use keywords to optimize new pages.
2. Use new keywords to refresh old pages.

 Where Should I Put My Keywords?

Here are the places to put your keywords:

• Page URL.
• Page title.
• Meta description.
• H1-H4 headings.
• Throughout the text.

If you want to do more than optimise a webpage, you can also try these more niche uses for keywords:

• Image filenames and ALT texts. This causes your images to appear in Google Image Search.
• Video title, description, transcript, and thumbnail’s filename. For Google Video Search. Works even for YouTube videos.
• Internal and external link texts. Keywords placed there affect the linked page (i.e. help it rank), not the page where they are used.

That’s a lot of places and you don’t want to miss any of them. SEO tools can help you find important spots that you forgot to fill too. Note the mention of Google’s video search results. They appear in search along with regular results, and you definitely want to occupy as much space on Page #1 as possible.

And there’s another way to get there: Featured Snippets. The easiest route to Position 0 lies in creating an FAQ on your site and optimising it with long-tail question keywords. (Unsurprisingly, that’s how you can also end up in voice search too)

Step 4. Avoid These Big Mistakes When Using Keywords

Even the best keywords can be used improperly and ruin all your hard work. What are some of the biggest don’ts when it comes to keywords?

• Don’t use the same keywords for multiple pages. Doing so causes your site’s pages to compete with each other for rankings and drop together. Compete only with other sites!
• Don’t put keywords where they don’t belong. Some use keywords in their text too often in an attempt to tell Google “this is relevant”. This tactic is known as ‘keyword stuffing’ – simply put. It’s a big no! Instead, write about your topics in-depth, and you will end up using just the right amount of keywords.
• Don’t be stingy with keywords. The opposite of keyword stuffing can cause problems, too. If you use a keyword only once or twice on the entire page, Google may not consider it relevant enough – and then the page will not show up on a SERP for that keyword.
• Don’t forget about the search intent!. Before using a keyword, ask yourself: “Why would someone type this in Google?” If you can put yourself in the user’s shoes and realize their thought process, you can filter away the keywords that aren’t right for your content.
• Don’t forget to use keywords that convert (i.e. lead to an action). This is most important for pages with a transactional purpose where you want visitors to do something, not just admire your writing and visuals.

Step 5. Monitor Your Keywords’ Performance

Have you found and used the absolute best keywords? Then the next step is to watch how well they perform. Google Search Console is a user-friendly base from which to start in the world of website analytics. If your keyword rankings are high, great! If they are low or start to drop, it means some other website is stealing your thunder – in that case, you may want to refine other sides of SEO. Either way, stay tuned on the news in your niche and the topics in your expertise. Any changes and innovations may result in the emergence of new keywords that you will want to use.

While It turns out keyword research is a lot more complex than one might expect the reward for doing it right is more than just rankings and revenue. In the process of carefully picking keywords for your site, you gain a deeper understanding of your target audience – and that certainly makes you better at gaining new customers.

We understand that many businesses simply do not have the time to research further, learn and apply the information given - which is where web-aviso comes in. We combine human expertise first - even before more proven technologies, to help you yield the best results we can, for your business marketing objectives. To discover more about how web-aviso can help transform your business presence and marketing efforts, do get in touch:

📞 07767 343152 ✉ marketing@web-aviso.com 🌐 https://www.web-aviso.com

BONUS SECTION (Because context is everything !)

User Intent SEO for Liverpool Businesses 

While the provided content offers a valuable overview of user intent SEO, this bonus section is included for context and as an example - tailored towards Liverpool-based businesses.

Understanding Liverpool's varied local audience search intent is crucial for Liverpool SEO success.

Liverpool Keyword Research:

• Localize your keyword research: Utilize tools like Google Keyword Planner and Semrush to uncover high-volume, Liverpool-specific keywords your target audience uses. Include relevant geographic such as "Liverpool," "Merseyside," and nearby areas - e.g., Digital Marketing Liverpool 
• Competitor analysis: Identify local competitors ranking for your desired keywords. Analyze their content and strategies to find opportunities to outrank them with better user-focused content.
• Consider seasonality: Liverpool's tourism, events, and local celebrations influence search trends. Incorporate seasonal keywords to target relevant searches throughout the year.

Liverpool User Intent Optimization:

• Understand Scouse culture: Liverpool has a unique dialect and cultural nuances. Adapt your content's tone and language to resonate with the local audience.
• Target local needs and interests: Whether it's local football clubs, historical landmarks, or vibrant nightlife, cater your content to what truly interests Liverpool residents.
• Showcase local expertise: Highlight your local knowledge and connections. Partner with local influencers or businesses to build trust and credibility.

Liverpool Keyword Implementation:

• Optimize for voice search: Liverpool residents increasingly use voice assistants. Optimize your website and content for natural language queries related to your local offerings.
• Focus on long-tail keywords: Long-tail keywords with local intent are less competitive and offer higher conversion rates. Use them strategically throughout your content and website.
• Go beyond Google: Consider platforms like Bing and local directories often used by Liverpool residents for specific searches.

Remember:

• Track and analyse results: Regularly monitor your keyword performance in Liverpool-specific SERPs. Adapt your strategy based on data and user behavior.
• Stay updated: Liverpool's digital landscape is constantly evolving. Keep informed about local trends, events, and search habits to maintain a competitive edge.

By following these tips and tailoring your SEO strategy to Liverpool's unique user intent, you'll attract more qualified leads and convert them into loyal customers.