User Intent and Your Content
Is not enough optimising for keywords anymore, Search Strategies need to be adapted to a new scenario, where optimising content for different user intents is key to succeed in Organic Search.
Changes in user intent and how Google try different ways to deliver the best result for such intent affects how your website pages perform. Your content strategy needs to be flexible and proactive enough, in order to cope with sudden changes that may arise for user’s behaviour, that may affect key areas of your business.
If you notice areas of your website losing rankings and/or traffic, there
is a stepped process you can run on your website to find out if you have a
problem tied with user intent behind search queries.
This process first step would consist on going through the areas affected, to then take a sample of pages from these affected areas and finally analyse those pages, comparing them with pages that are actually performing on Google’s front page for your pages targeted topics.
When comparing your pages with the competition you should check the
three points below:
- Are you being too
broad in your content targeting?
- Or perhaps the type of
content the page offers doesn’t match with what is displayed on search results?
- Are your pages
delivering the same answers and experience to user’s needs than pages ranking
on first page?
If the answer to those questions is no, you probably need to rethink your content towards recovering rankings and traffic. However, these changes in user intent and search results can be also a source of new possibilities, and your website could actually benefit from this new situation. Let’s see an example of using user intent to profit from search results.
In the following example, we can see how the website ranking in the People Also Ask Box is surpassing all its competitors, thanks to a content piece that delivers answers to the intent behind a big percentage of users queries around this product. Users who are actually looking for information about how this product should look like, helping users on initial stages of the decision-making
The eCommerce type of results displayed below the People Also Ask box (see below), are very likely not getting the same performance since the CTR from the first result is far superior to those ranking on lower positions.
A study carried out by Search Engine Land, calculated the CTR on a page increased from 2% to 8% after it secured a featured snippet. But this website has managed to additionally get included within the eCommerce type of results, exponentially increasing its chances for return from organic search.
In summary, by delivering content for the two types of user intent behind this query, this website has exponentially increased its chances for success.
If your content and its format differ from those performing on Search, you probably need to rethink such contents and find a different way to deliver answers.
Have you noticed changes on SERPs for your key revenue driver keywords? If you feel that you need some help recovering traffic lost due to changes in SERP results for your key terms, please feel free to contact us at firstname.lastname@example.org