Author Archive: Jennifer Howell

SEO User Search Intent

Zooming In On Search Intent & SEO

 

Alongside the developments in search engine optimization come the changes in customer behavior when they search for information on the Internet.

These shifts in how people interact on the Web to find what they need, and possibly make a purchase, have molded web development and SEO – and digital marketers who haven’t been keeping up will find out that things may not be playing out as planned despite the website upgrades and despite the many tweaks that they may have added to their websites as of late.

What is search intent?

Search intent is exactly how it sounds like: the intention of people when they perform a search, for example New York SEO. There are three broad categories of search intent on the Internet, and so far, no one has been able to add to these broad categories yet, so they’ve reached canonical status: informational, transactional, and navigational. Let’s talk about how these three types of search intent differ from one another.

The Pure Search for Information

information search

Informational searches are by far the most generic or general of searches. When a person is performing an informational search, the majority of the time, he is simply looking for information.

We don’t know yet if the person is interested in making a purchase. But despite the fact that the person is engaged in informational search, it’s still a good idea to place your branding in front of this person because businesses have to be there through all phases of search until the person in question is ready to buy.

If you have ever heard of brand positioning, this is probably the most literal yet most effective way of doing it online. Literally being there even when the customer is not yet ready to make a purchase, precisely because you want him to remember your brand when he becomes ready to make the actual purchase.

Let’s say that you own a dental practice, and you are interested in getting customers to pay attention to your branding. Informational searches that are related to your market but do not necessarily mean that a customer is coming in for a procedure may include queries like “how to clean braces” or “signs of fractured tooth.”

As you can imagine, people who are using such keywords to perform their queries are likely doing so because they need information that they can apply to a current problem.

Would it pay to provide them with this information? Of course. For one, you show potential customers that you care about the general dental health of people, whether or not they are actual customers and second, providing in-depth and useful information to potential customers will build customer trust and better branding. Better branding in this respect can go a long, long way.

On the side of Google, you will slowly be positioning yourself at the top where your competitors may not be paying any attention at all. Remember the rule on long tail keywords? Long tail keywords may not have 100,000 searches per month, but combined, they provide a sizeable potential for organic traffic.

From Informational to Transactions

 website transaction page

This is when things start to really ‘heat up’ between customers and brands. Transaction searches occur when a person is thinking of making a purchase.

From the viewpoint of the business owner or digital marketer, these queries need to correspond to the different categories on your website. You have to be aware of the categories that are often used by people who want to buy something and tie them up with the products/services you are offering.

The usual query is “buy + (name of item).” People can also search for specific brands, product names, item codes, etc. If you are in the market of selling physical products like appliances, making your product descriptions as specific as possible is important, for obvious reasons.

During optimization transaction searches should of course be prioritized over informational searches, though the latter should not be neglected either. However, it makes perfect business sense to boost the parts of your website where transactions are more likely to take place.

Navigational Queries

 navigational query

Navigational queries are in a class of its own because the person searching doesn’t reveal outright his intention for searching. All he wants is to find your website – and that’s it. Whether he wants just pure information or he is ready to buy, that would be up to him.

So what’s the takeaway when you are dealing with navigational queries? Simple: your home page, which is where all navigational queries will eventually land, should be optimized to provide the right balance of information and possible opportunities for sale. This is the new formula now: you have to provide value and at the same time, show customers that you are a business, and you have great solutions to offer.

 

Optimizing For Search Intent

 search intent

To conclude, here are some key tips that might help you create better campaigns and content for your business:

  1. Start thinking of your users more – optimize for people, instead of focusing on just SERPs. Higher rankings will come when users find your website useful.
  2. Content should also be user-centered. Instead of just optimize pages for keywords, ask yourself: how useful is the content I am offering to people. Does it align with what they are looking for on my website? Is my content truly engaging or is it just keyword-optimized?
  3. Avoid targeting really broad searches, as this might damage your chances of actually making contact with users who might be interested in engaging in transaction searches with your website. Traditional keyword targeting, which is focused on volume as this shows ‘viability’ is no longer actually viable.
  4. Local SEO strategy is appearing to be more and more lucrative than what Google’s Keyword Planner Tool usually suggests. By narrowing down your target and trying to focus on the people who might be actually interested in what you have to offer is more important. Being on the number one spot for a particularly popular keyword may not bring in the ROI that you are expecting – that era has long gone.

A Guide to Aspiring Motivational Speakers on Marriage and Family Life

Are you among the many aspiring motivational speakers on family and marriage? Here is a guide that tells you how you can build your reputation as one of the best motivational speakers by strengthening the foundation of your own marriage.

Marriage and Family Habit #1:

Keep your gadgets away during weekends or family day.Make it a habit that when you are home, you won’t spend most of your time tinkering with your laptop or mobile phone. Save those things for work days. Focus on your spouse and kids during family time. If you need to answer an emergency call from your boss, be sure to keep your conversation short.

Marriage and Family Habit #2:

Motivational-SpeakerPractice speaking with your spouse and kids gently and softly.Most parents nowadays speak in short and demanding phrases, especially when telling their own children what to do or where to go. For instance, “Take out the trash,” “Go to your room” or “Wash your hands” could be tweaked a bit to sound much more pleasant and a lot less authoritative.

It is a fact that you have the power over your children because you are their parent; besides, you’re bigger and older. However, speaking in phrases will only end up forcing your children to actually do something that they perceive negatively. The chances of shouting and yelling are also higher.

Marriage and Family Habit #3:

Learn to respect the privacy of your spouse and children.Being a spouse and a parent does not give you a license to invade the privacy of your loved ones. Everyone needs to have their own personal space and time, regardless of your relationship with them and their age.

Young children need to time to sit back and relax on their own as well. They need to energize themselves and enjoy alone time. If your children share a room, teach them to respect the personal time and space of their siblings. This way, you are teaching them that they have a place where they can cry alone, think, and do their own activities.

Marriage and Family Habit #4:

Be patient.This is one quality of a parent that can alter your life, as well as your entire family’s life. In this fast-paced and high-pressure world, the norm is to expect everything to happen in a snap. Many people have developed the attitude of being impatient, which in turn makes them easily irritated.

Try to ponder on this: patience takes practice. Once you become patient each day, you get stronger on this aspect. Patience also gives you self-control and most importantly, the capability to stop. From a neutral position, you will be able to make good choices and wise decisions in your life.

Marriage and Family Habit #5:

Set short-term and long-term goals with your spouse.Spend time writing your goals as husband and wife, and as parents to your children. This activity can provide you a new world of possibilities, broadening your understanding of each other. Since this activity is intentional and deliberate, it can help improve your marriage and family life.

When you specifically know where improvements are needed, you get the chance to avoid feelings of neglect and the thinking that your spouse is unhappy with your marriage. Your anniversary date is a perfect way to mark your goal-setting session. Continue to set and meet your goals as a couple.
Most of the great motivational speakers talk from their experiences. You cannot encourage anyone to do something if you did not go through it yourself. So, become one of the most effective motivational speakers on marriage by adopting the relationship habits mentioned above.