How SEO works?
Search engines are getting more advanced at measuring how well a website serves its purpose.
They always try to meet the user’s criteria i.e. to provide the most relevant results per user request. In that way, the users are satisfied meaning the search engine retains its customers.
That’s why Google (who is presently the leader search engine) continuously updates its algorithm in terms of search manner and is evolving according to the user search behavior. So, SEO tactics are always adapting in order to be successful. One thing that stays the same are the SEO fundamental concepts.
The companies which pursue a successful SEO implementation should have a strong perception of the intent of their prospects and how they will behave within the search engines.
The essence for any successful SEO strategy is a firm understanding of the searcher intent. If you want to have a successful SEO implementation, you’ve got to have a firm and deep understanding of your user‘s search profiles.
Types of user search profiles
To understand your user search profile means to predict all their search queries and what purpose do they serve them. In this regards, you can group your users into four main groups:
- Informational group
- Navigational group
- Commercial group
- Transactional group
Informational group of users
Most of the time people are googling for informational purposes, and when they do they are looking for rich, well-written and trustworthy content. We can also assume that these users are at the top of your marketing funnel, meaning they are still unfamiliar with your brand and they are unlikely to convert.
Navigational group of users
This specific group of users already know which brand they are searching for, and the only thing they need help with is to find their preferred web page. Their queries in the search results often involve brand names or particular products. The results of these queries normally gives homepages or service pages.
Commercial group of users
These particular users are looking for a query that is a mix between information and transaction. They want to buy a service or a product but at the same time they are looking for an information to assist them in their decision.
SERPs these users get are a mix of product/service pages and informational web pages.
Transactional group of users
The search intent of these users is clear – they want to make an online transaction. So we can safely assume that these users are at the bottom end of the marketing funnel. Their search queries often include words like “buy”, “purchase” or “price” or if the user already know the brand and product he is looking for, he will just type it, ex: “iPhone XS”.
These four groups of search users can help you optimize your content and keywords in order to get the desired customers on the specific section of your website.
How to optimize your web-page?
The first thing you need to ask yourself before you start optimizing your webpage is: What is the intent of this webpage?
You can start your research by using your desired keywords in the search engine. If the results correspond with the intent of your webpage, that means you’re on the right track. Afterwards, you can start optimizing your page content with your preferred keywords.
Bear in mind that Google gets exponentially smarter, and always wants to give his loyal users the most relevant search results. That is why you should always put yourself in your customers’ shoes and predict their intentions and search behavior.
Another question you need to ask yourself is: What will my web pages rank for?
When you’ll be planning the keywords and the content of your web pages, you also have to plan the purpose of those web pages.
It is always a good idea to have multiple web pages on your website that will attract users (potential customers) from different segments of the marketing funnel.
Example: Let’s say, if you have a relatively new website and you want to sell services/products, you can’t expect to have tons of sales with only sales web pages. You need to start building your online presence in order to attract potential customers. One way to do that is to offer them a valuable (free) information on your web pages, and lead them, step by step through the marketing funnel. After you’ve built decent brand awareness, you can start expecting a rise in your sales.
Let’s wrap it up!
SEO is doubtlessly an essential aspect of every digital marketing strategy. In order to implement it properly, not only you need a set of keywords and compelling content, but before all, you need to know your prospect’s intent.
Building your website’s SEO is a relatively long and exhausting process, but, in the end, it’s definitely worth it. It’s what makes your brand recognizable and legitimate.