Understand Audience & User Intent to Unlock SEO

April 15, 2019

You use SEO to bring customers to your website. Successful SEO, however, is about more than just “use the right keywords, and they will come.” Best practice SEO involves understanding your audience and the way they search for information online. Once you crack that code, your SEO endeavors become more rewarding, but it’s crucial to understand that the way your audience searches can change rapidly. That’s why keeping abreast of changes in SEO practices is essential.

Text, Sound and Vision

Who is your core audience, and how do they search for online information? It’s a good bet that whatever your audience demographic, they are searching primarily on mobile platforms. Nearly 60 percent of searches are performed on smartphone or tablets, but that does not mean actual purchases are made on these devices. Many users search for information via their phones but use a desktop later on to buy the product. If your core audience skews younger, they may prefer video or audio over text for search purposes. That’s also true for those preferring to search via home assistants, such as Alexa. Knowing how your audience searches is imperative since your website requires optimization based on audience preferences.

Learning Voice Commands

If the voice commands necessary to conduct a home assistant or phone search aren’t part of your repertoire, you must add them. This segment of the user market will grow exponentially, as there’s nothing simpler than giving a voice command to conduct a search. Since users are often multitasking when giving voice commands such as driving the majority of such search questions involve a company’s location or hours of operation. They may also want to inquire about current or upcoming deals and promotions. Optimization for local SEO should always include voice commands. Because the way people speak and the way they type is very different, optimizing for voice search commands involves ensuring your site’s content is as pertinent as possible for Google and common inquiries.

Checking the SERPs

Search Engine Results Pages (SERPs) reveal targeted keyword phrase rankings. Before using specific keywords, check the SERPs and see if similar businesses are ranking for that phrase. If the best SERPs don’t include that phrase, use other phrases instead.

Content Counts

Good content is still king. Google continues to prove relentless in its content quality evaluation. Websites with exceptionally good, deep content experience top rankings, while those with mediocre content did not receive comparable traffic. What does that mean for your business? If you outsource your content writing, remember that you get what you pay for. While you may save some money using low-rate content providers, you cannot expect quality writers to work for peanuts. While switching to a more expensive content provider will cost more upfront, you’ll make more money in the long run because top content drives the audience to your website. Google is expected to continue to reward sites with great content in 2019, and its algorithms will likely demand even higher standards.