With the ever-changing algorithms that govern search engine results, gone are the days when content marketers had to rely on SEO and fine-tune their content to suit the SEO requirements best. This often leaves writers tied to their keyboards with certain restrictions, unable to bring engaging content that glues users to the screen. As of March 2024, Google is in the process of changing its algorithms to promote user-focused content creation. Content marketers will have the flexibility to use their creativity and the required tools and resources to bring out the best content that captures the audience and boosts rankings with ensured conversions. Before learning how to create content that ranks in search engines, you need to understand the different types of content based on search intent.
Different Types of Search Intent and Writing Content for Them
Informational intent
Informational intent is when users are looking for information regarding a particular topic or a how-to guide. Writing blogs for DIY, informative posts, or any reels can help businesses craft content that is the right fit to address user concerns. Some examples of informational intent include:
- How do I choose the right digital marketing firm?
- What is the best time to visit Japan?
Navigational intent
Navigational intent is when a user searches for a particular website on Google as he/she does not know the URL of your website. In such cases, optimising for navigational queries can improve your chances of being found when someone searches for it online. While creating content suited for navigational search intent, you need to be more specific as you go down the buying funnel and create authoritative content on a topic that is connected to your brand. These searches are typically names of websites such as:
- HubSpot login
- Nike official website
Transactional intent
Users with transactional intent are ready to take action, and for this reason, you should optimise your product or service pages for conversions. Content under this type must be framed to be crisp and conversion-driven. Here are some examples of transactional intent:
- Sign up for Netflix
- Buy formal shoes online
Commercial intent
Commercial intent is when users are on the verge of making a purchase decision after gathering nearly all the information. While building content for these types of searches, you need to focus on a strong commercial presence of your brand with on-point marketing. Content related to testimonials, user reviews, and product listings will help. Examples of commercial intent include:
- Best budget smartphones 2024
- Samsung TV vs. Panasonic TV
Three Ways to Build Content for Search Queries and User Intent
1. Analysing user intent
Analysing user intent is the first step in user-focused content creation. It is always advisable to perform your research before framing a content calendar or writing a content piece. Start off by analysing the customer base, such as their age, gender, and demographics. Creating a buyer persona for the customer base is also vital in understanding the target audience better and crafting your content according to their core requirements.
You can also use a segmentation analysis strategy to break down the data and get an idea of what kind of content will resonate with which audience. Also, not all customers would look for the same content; you need to channel your efforts to modify your content while posting it on different channels. The best way is to take some time to interact with your audience and understand their behaviour, preferences, and core interests so that you can structure the right content strategy for a sure shot at success.
2. Crafting engaging and innovative content
User-focused content creation relies on creating engaging and innovative content that captures your audience in the best possible way. The key is to find the right balance with content that ranks well and satisfies user intent as well. Browse through customer forums, Quora, and other relevant platforms that your customers frequently visit. Look at forums and online communities commonly used by your customers and other professionals in your industry for a clearer picture. Did you know that Reddit has hundreds of communities and spaces dedicated to a specific industry? You can use these forums to gather the most commonly asked questions and craft content that resonates with their problems. In this way, you can reassure them and find the right medium to address common search queries and establish a stronger brand identity online.
While writing content, stick to a conversational tone, use simple context, clear language, and emotional triggers or humour whenever required. The content can be solution-oriented with DIY tips and solutions that can resolve certain common issues that users face. Also, do not forget to add captivating visuals, infographics, and multimedia wherever possible, which is important in driving the right visual appeal to your audience. You can design a video or gif that showcases a quick demo of your service/product to assist one of the challenges commonly faced by customers. Most importantly, ensure that the visuals are high quality and support different viewing formats.
3. Focusing on content resourcefulness
Google often updates its algorithms to improve the quality of search results and avoid spammers by improving search query interpretation. In order for businesses to stay on top of the game and build content that ranks for user intent and search queries, they need to ensure that the content demonstrates first-hand experience and in-depth knowledge of using the respective product or service. The website needs to have a focus and content that reinforces the brand identity. Once done, read through the content from a different perspective to determine whether users would have learned something about your product/service and how it will help them resolve their issue.
A people-first approach to content creation helps attract people from search engines rather than crawl bots. Content creators should stop focusing on creating content for search engines and must redefine their approach to making it user-centric. As you are doing a content audit to change your approach, you must ask yourself the following questions -
- Is your content summarising what others say without adding value?
- Are you covering topics simply because they are trending?
- Are you writing to fill up the word count?
- Does your content promise to answer a question that has no answer?
- Do your readers need to search again to get relevant information?
If the answer to these questions is no, then you are on the right track toward providing user-focused content that answers all queries.
Get User-driven Content that Ranks Higher at Vajra Global
Building a team of writers to adapt to the latest trends and changes in Google’s algorithms can be quite time-consuming and challenging. With a team of content experts who are well-versed in the latest algorithm updates and a zeal to build creative content tailored for any type of audience and search query, Vajra Global is here as a leading MarTech company to resolve your queries.
We are here to help you build the right content strategy with a customer-centric focus in mind and a clear understanding of the latest trends and technologies in your industry. With the help of these content strategies, we can improve your organic performance and help you reach the right audience. We deploy the best GenAI and marketing automation solutions for your business needs and ensure that your website stands apart from its competitors. Our wordsmiths are equipped with the right skills to help interpret different search queries and craft content accordingly. Reach out to us for more information on our content creation services.