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[Free Takeaway Included – Strategy Deck to Drive Organic Traffic]
There are several ways in which a user can land on your website. They might have run a search for something, they might have clicked an ad on social media pages or they might have checked user reviews in Reddit forums, they might have directly entered your website URL...
Behind every way that a user enters your website lies varying user intent that depends on which stage of the purchase journey the user is.
User intent or the reason why a user is searching for something differs with each user. Just as user intent varies, the way you address each intent also needs to be different.
If the user intent does not match the content or the information you serve in your portal, the user is most likely to bounce away.
The Importance of User Intent for SEO
As such user intent is the cornerstone of SEO that enhances the relevance of your pages. When a user types a query in Google or any other search engine, they might have different needs like a goal to purchase, find information or make a connection with a company or an individual.
No matter what the goal is, if your portal does not meet the user’s goals, search engines will start ranking your site lower.
Ever since the inception of Google’s machine-learning algorithm – RankBrain, back in 2015, user intent has played a pivotal role in SEO. RankBrain was designed to identify and respond to user intent than just mere keywords.
Keyword density or keyword stuffing is no longer the only thing important to rank high in search results, instead, the quality of your content and how well it matches user intent is a primary ranking factor.
Google, in particular, is always looking for ways to understand user intent with the push towards optimizing for micro-moments and differentiating SERPs according to the user intent.
Therefore, brands that learn how to interpret the needs of the user based on their purchase journey can position themselves to present content within their portal and beyond that directly addresses what the users seek.
Breaking down User Intent
The intent is what defines the motivation of customers. When someone has a want or need, they immediately turn to search– whether it’s learning how to cook or looking for the best deal on gadgets. This is how people look for answers, discover new things, and make decisions.
In simple words, we can call these intent-filled moments or micro-moments as classified below by Google:
The I want to know moment – Informational Intent
The I want to go moment – Navigational Intent
The I want to do moment – Commercial Intent
The I want to buy moment - Transactional Intent
Putting user intent at the center of your SEO strategy will help you deliver relevant content in the above key moments and strike a momentary connection with users that will drive them across their purchase journey.
Studies showed that more than 80% of the total search intents are informational, 20% being almost equally split between the rest.
Want to improve your website’s SEO ranking. Here’s a free strategy deck to drive organic traffic to your site.
Transform your Content to Match User Intent
To develop content around different user intent and micro-moments, you can design customer playbooks to map each intent across the purchase journey. This will also help marketers identify different buyer personas, their customer journey and how they fit together with user intent.
Moreover, user intent can extend beyond SEO and play a vital role across your online presence wherein you can deliver relevant information in your social media pages, YouTube, Google My Business pages, review forums, etc. that matches with various user intents.
Since users are bound to be searching for information before or after they land on your website, it’s critical to be present in relevant digital channels and engage with your audience.
Satisfy User Intent with Contextual and User-Centered Content
With user intent, value, and engagement playing a vital role in search engine ranking, it’s essential that you focus your SEO efforts on developing high-quality content based on customers’ interests than keywords.
Instead of using SEO keywords randomly, use keywords to help understand user intent and build context into your content. After all, users conduct searches in the first place to find relevant information that is pertinent to their search query.
For marketers, continuing to optimize not just for keywords but also user intent will be a game-changer of their overall SEO strategy, going forward.
Enlist the assistance of a full-service search engine optimization agency that specializes in optimizing content for user intent across your digital presence and drive valuable leads to your website.
Are you optimizing content for user intent? What tools do you use to cluster your content around user intent and interest? Drop your comments below or Xerago to us at marketingfolks@xerago.com.
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What Campaign Management entails
Nike’s “Just Do It” is probably the most famous campaign of all times. It took the business from $877 million to $9.2 billion in worldwide sales, just like that.
That is the power of a well-executed campaign.
Managing a campaign is where the success of the whole thing lies – campaign management is all about the planning, execution, tracking, and analysis of a marketing initiative. It involves many attempts to connect with customers – through email, social media, surveys, print materials, giveaways, etc. all focusing on a similar topic or idea.
Since there are multiple channels and different ways to get a customer’s attention, it is important to plan and manage a campaign well. You need to know what your audience is interested in, what issues they face and what problems they are trying to solve.
Managing a cross-channel campaign in a multifarious digital world is complex.
So how do you develop a successful cross-channel management strategy?
You first make a plan and create a detailed roadmap
You set business objectives
You list down your marketing goals
Put down the concept of your campaign
You find your target audience
List down how you will reach them
And then you formulate a strategy.
There are a few elements that you need to take into account –
Keep it flexible to an extent – make sure that you can incorporate any shifts or changes as required. Because that will happen in the normal course of implementation. You might need to switch around a particular creative or you may have to change the time of launch. So it is always a good idea to make sure there is some space for changes that could happen.
Ensure there is consistency across multiple channels – the same message must be communicated regardless of the channel. Watching a series of ads from a business about all their various products does not a campaign make! It needs to be about one product – with one message – that comes to you through various channels.
Get a 360-degree view of your customer from data across all channels of communication –a customer might use different channels to engage with your business at various times. But each time he does, he expects to pick up where he left off and not have to start from scratch every time. So it is important for all channels to be linked – that data from each touch point is all collated together to produce a complete picture of who the customer is, what he wants and when he wants it. This helps in making the implementation of the campaign you send him, timely and relevant.
It is very important to say the right things to the right customer – at the right time. It is very important to send the right customer your message. It is important that the message is the right one that needs to be sent to him. And the message needs to be delivered at the right time for the impact of your campaign to be effective.
Track the impact of your campaign to see how effective your efforts were – a very efficient tracking and measuring system needs to be in place to see how each campaign is performing. Only then can you optimize what is working to make it perform even better, remove the ones that are not doing anything much – and work towards making sure you are implementing a very effective campaign.
The businesses that are successful at giving their customers a great experience while engaging with them are all “investing in methods to centralize analytics and decision making approaches and scale them exponentially, across all connected channels. CX leaders are investing in customer data platforms (53%) and real-time decision engines (45%)”. *Pega
Engaging with customers - armed with insights about them - will be the key to keeping customers happy and making sure that the campaigns have run successfully. In other words, technology is the key force that can drive this whole endeavour for you.
Some of the best benefits include –
It improves the decision making process both in terms of relevance and quality
Speeds processes up
Speeds up decision making
Reduces cost
Increases revenues
Gives businesses a huge competitive advantage
Aligns processes with business strategy better
It gives you dashboards with composite information across the enterprise in one spot
There are many tools that are available in the market today. It is important to find the right tool and the right people to run the campaigns for you.
Also, read:
10 Indicators of Campaign management transformation. Part 1 of 2
10 Indicators of campaign management transformation. Part 2 of 2
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Digital and Data Analytics
Get useful reports, insights, and data warehouse solutions for your business or brand with our data analysis, analytical reporting to achieve your goals. We harness the pow... View More
Digital Data Analysis and Reporting | Xerago
Get useful reports, insights, and data warehouse solutions for your business or brand with our data analysis, analytical reporting to achieve your goals.
Be the first person to like this.