Business Case Studies

Optimizing Web Pages for Intent: Advanced Tips

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To optimize web pages for intent, you must know why a user is visiting your page and how to fill their need. All users fit into one of four categories including Know (informational), Do (transactional), Visit (prospective customers), and Website (searching for a particular site. To optimize a webpage, you might answer a question directly (know), provide a transaction option (do), highlight services and locations (visit), or promote internal links throughout your site (website).

Tip 1: Use Quality Tools to Learn About Your Users

There are probably hundreds of web pages out there that are full of excellent and useful information that isn’t reaching anyone. The reason they aren’t reached is because of intent.

Knowing your users might not seem like an advanced tip at first until you start to factor in some of the tools available. Many people believe that they know their ideal reader or customer. The fact of the matter is that no one person searches for information in quite the same way.

But a general contractor’s webpage might have a lot of missed opportunities if the visitors they have, are looking for information for DIY home projects. This business needs to optimize their webpage for transactional and prospective users, or “do” and “visit” intended users.

Tools for understanding and learning user intent are still getting regular updates that come with significant changes. The best tools available right now include Google’s Hummingbird and Korolyov.

Tip 2: Highlight Interaction and Feedback

Recently there was a massive spike in interactive marketing through social media, and the term engagement was everywhere. There is a lot of truth to engagement offering a lot to businesses in the way of marketing. Engagement is an excellent gateway into intent optimization.

Blogs that show the comments section and mention the comments section below have now found the intent of their readers straight from the horse’s mouth. The same can be said of product reviews.

Even negative reviews or comments let you know why that person came to your page. Better yet, the comments or reviews act as a form of intent Search Engine Optimization.

The bottom line here is to react and interact within the comments or reviews of your page. Your interaction gives validity into the intent of your users.

Tip 3: Answer Questions Quickly

Always reference the question or primary topic of the page and deliver a direct answer, solution, or factual information. Hopefully, you can accomplish this in less than about 100 words and within the first paragraph.

How can you optimize a webpage for intent? Use this easy outline your next content posting:

  1.     Identify whether you want your readers to do, know, visit, or find your webpage specifically.
  2.     State the question or primary topic in the title.
  3.     Provide an answer to a question, provoke a transaction or give structured information/links in the first paragraph.
  4.     Always end the article by rephrasing the answer in simple terms and avoiding jargon.

When you are optimizing content, it is not enough to stuff a bunch of keywords into your content.

Ask yourself why people are visiting your page, then use web tools to validate the user’s intent. Then build credibility by showing that you know what your users are looking for through comments, reviews, or even a testimonial section on each page. Finally, write content that provides short and direct answers to your user’s search.