How to Use Google’s Search Results to Create Great Content
In order to get webpages to the top of the search results, you need to create content that people are actually looking and meaning for. That’s why you search intent is something that needs to be in your mind before you start writing. Google is getting better and better at guessing what people want or need when they type in their – sometimes cryptic – search terms. So, creating great content means focusing on the search intent of your potential audience. But, what is search intent again? And how do you take it into consideration while creating your content? This post is all about that!
What is Search Intent?
Let’s start with a quick refresher on the term ‘search intent’. The easiest way to explain it is to think about your own online searches. Whenever you type in a search term you also have a particular intent in mind right? Sometimes, you just want to find some information. Other times, you’re looking to research or buy a certain product right away. And don’t forget those times you enter a brand name because you don’t want to type out the site’s entire URL. We generally distinguish four types of searcher intent: informational, commercial, transactional and navigational. If this is new to you, quickly head over to our SEO basics article on search intent, that’ll make understanding this post a bit easier.
Knowing what search intent your visitor has when it comes to their online search can help you create the content that they’re looking for. Great intent-based content that will increase the chance of them visiting your site, staying on your site and clicking through to your different pages. So, what do Google’s search results have to do with finding out more about the search intent of your audience?
Google Tries to Predict A User’s Intent
Search engines, such as Google, use data to interpret what the dominant intent of a search is. They want to present results that match user intent exactly. And looking at these results can help you understand and match the search intent people have when searching for a certain keyword or keyphrase. Of course, within the four main categories of user intent, there can still be a lot of variation in what a user is exactly looking for. Before we can use the results to create great content that matches search intent, we need to understand how Google tries to determine someone’s search intent:
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