How to create intent-based content to improve conversions

 “When is the best time to sell to buyers?” 

This is one question that every marketer has. 

And the right response is: just when the buyer wants to buy it. 

Now you may be wondering, how is it possible to understand what exactly the buyer wants? Well, by gathering intent data. Essentially, intent data takes into account the driving needs and the motivations of the consumer. It identifies the level of customer interest and gauges the time when their purchase intent is at its highest. 

Understanding the user’s search intent and targeting them with highly effective intent-based content is the key to boosting conversions for your business. In this post, we will delve into the fundamentals of intent-based content and explore the different ways of creating such content to enhance your customer experience, and ultimately boost sales. 

Understanding the Different Types of User Intent

To understand how search intent works, you must first identify the different types of user intents. This will help you easily collaborate with the best content writing agencies in India and develop high-quality and relevant content for your audience.

1. Navigational

As the name suggests, navigational search intent is when a user is searching for a specific web page but is unsure of the exact URL. Consequently, they use search engines to find and navigate to their particular page. 

For instance, a user typing “Facebook” in Google’s search engine instead of directly visiting the official site is a type of navigational search intent. 

2. Informational

Queries with informational search intent are those where the searcher is looking to learn more. These queries aim to extract more information about your business or the products/services you offer. Although these searchers are not necessarily looking to purchase, they are typically present higher up in the sales funnel. 

Educating these searchers with relevant and informational content is the best way to push them farther down the sales funnel. Search terms such as “what is marketing automation”, and “how to use video marketing” are examples of informational queries. 

3. Transactional

These search queries indicate that users wish to purchase something online. At this stage, they are not looking for any additional information on the product, and are ready to make a purchase. Now, they simply want to find a place where they can buy it from. 

Developing transactional query content is great for marketers to turn their prospects into paying customers. This content must deal with the most pressing issues and create a persuasive argument for your online visitors to take action by offering adequate coverage of the solutions you provide. 

Some examples of transactional queries are “buy Apple AirPods”, “cheapest home décor items”, “second-hand cars for sale”, etc. 

A good content writing agency can help you develop a comprehensive content strategy that offers sufficient coverage for all the different user search intents. 

How to Implement User Intent in Practice?

Now that you have understood the different types of search intent, it’s time to incorporate them into your SEO strategy. And for that, most content writing companies in India follow the below-mentioned process:

1. Discover Keywords and Long-Tail Phrases with the Right Intent

The first step to creating intent-based content is identifying the right mix of intent phrases and keywords. Here’s how you can go do that:

Discovering Informational Keywords

• Google your primary target keyword and go to the “People Also Ask” segment within the search engine rankings.
• Add all these related questions to your informational content strategy.

Discovering Transactional Keywords

• To find the best transactional keywords, try adding modifiers such as “cheap”, “buy”, or “for sale” to your target keywords and run them through Google.
• If some of your target keywords primarily show ads in the SERP from the very beginning, then the keyword has a transactional intent.

Additionally, you can also use a good keyword research tool, such as Semrush to instantly find keywords by intent. Once you have all the keywords you are interested in, save them to your list. 

2. Optimize Content with Search Intent

Once you have got all your keywords, the next step is to integrate them into your content. For this, you can also hire the content writing company India and ensure incredible results. 

However, if you wish to do it on your own, here are some content tips you need to keep in mind.

• Carefully select the content type. For instance, if a searcher searches for “how to use SEO tactics”, the results should be blog posts. However, if the searcher inputs “buy Samsung tablet”, the results should take them to a product’s landing page.

• Pay attention to content format. For instance, if there is a query “how to use SEO tactics”, the result can show a how-to post or a step-by-step guide. However, if the searcher inputs “the best honeymoon destinations in India”, the result should show a listicle blog.

• Finally, the content angle is very important. For instance, if the searcher searches for “how to use SEO tactics”, the results will include “quick and easy SEO tactics….”, “link building for SEO”, etc. On the other hand, queries such as “buy Samsung tablet” will show results with sales, best prices, new Samsung models, etc.

3. Take a Look at Your Competitors and Top-Ranking Pages

It is good to monitor your competition and constantly evaluate the top-ranking pages. After all, they are on the top for a reason. 

• If you have an SEO tool that accumulates organic keyword data, use it to study your competitors’ keyword lists.
• Cross-reference for every individual keyword to manually find out the intent behind them.
• Map out each keyword to all of your competitor’s top-ranking pages and analyze the data. Find out if their homepage has navigational or informational queries. Also, check their top-performing blog posts and see what type of keyword intent it ranks for.

Conclusion

Search engines care more about the end-user experience than you or your website. These search engines crawl through thousands of websites and only display the one that best covers the topic a searcher is searching for. Therefore, it is crucial to optimize your content for search intent and ultimately boost your SERP rankings.