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E-Marketing Performance Blog

Why Searcher Intent Should Direct Your Website Content

searcher intent

As content marketing moves into the mainstream of marketing strategies, you’ll find no shortage of articles being written that tells us how to create content that our customers want. In the world of SEO, you’ll hear a lot about topical optimization and how to create content that stays focused on a single topic in order to be “authoritative.”

But those aren’t the only important things to consider when it comes to creating customer-focused content. Having a thoroughly researched topic does make for great content, but when it comes to search and keyword optimization, you need to go one step beyond that. You need your content to match the intent of the searcher.

Keywords and Searcher Intent

Keyword research plays no small role in this. And if you do your research right, you’ll find that a single topic will produce keywords of all different intents. Some searchers are looking for information, some are seeking out specific products, and some are just beginning to see what’s out there and make comparisons. And surprisingly, some of the keywords that come up when researching a particular topic show searchers are looking for something completely different altogether.

Let’s look at a keyword research for “acrylic nails.” On that topic you can write two distinct pieces of content. One for searchers looking to buy acrylic nails, and one for searchers looking for information about them. On the former, you can optimize a website category or product page touting the benefits of the acrylic nails that you sell on your site. For the latter you can create a great piece of content covering just abut everything anyone wants to know about acrylic nails. You can use this to drive visitors to your blog or acrylic nails product pages.

Giving Searchers Less Is Giving Them More

But even here we see two types of content supporting two different intents; the trick is knowing what searchers want. You can do this by looking more closely at the keywords. Here is where you’ll see a much wider variety of searcher intent. Some searchers may be looking for acrylic nail designs, glitter for acrylic nails, and other related acrylic nail supplies such as polish, brushes, art, primer and kits.

As you can see, to write one authoritative acrylic nail post covering all these topics may not be the best idea. In fact, it might make more sense to create multiple pieces of content, each of them discussing the topics more thoroughly.

Sometimes, writing about a topic means diving deeper into the intent of the searcher, and deciding whether your audience is best served by producing several pieces of content, or one piece of content that covers the topic more in-depth. Either way, always remember to focus on what searchers are truly looking to find on the pages of your website.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

2 Responses to Why Searcher Intent Should Direct Your Website Content

  1. Mark says:

    Hey Stoney,
    Liked the article as the subject matter is rather timely for me.
    Question: Could testing effectiveness of keywords, as part of one’s research, include using AdWords as a tool? Would that be beneficial in researching intent?
    Curious to know your take.
    Hope all is well.

  2. Stoney G deGeyter
    Stoney G deGeyter says:

    Hi Mark,

    Paid ads are a great way to test Keywords. Just make sure you always direct the ads to the same page that you would want to rank organically for. This will help you validate search volume, searcher intent, landing page effectiveness, etc.