Driving organic traffic to your site but not seeing enough conversions? Learn how user intent can help you drive more qualified leads.To drive conversions, you need to know what your leads are searching for and deliver engaging content that resonates.They shared how to leverage user intent to drive more qualified, high-converting leads.Effective and engaging content addresses a searcher’s intent – but some businesses miss the mark in this area.User intent is the main goal a user has when typing a query into a search engine.For example, your AC cuts out in the middle of the summer, you search [24/7 HVAC repair] while your partner searches [AC repair near me].While the keywords used for the queries differ, they have the same intent, or end goal, which is to have an HVAC unit repaired.There are four common types of user intent, namely:
1.Improve Customer Experience.It’s great to rank for a query, but if users click on your content from the search results and fail to find the answers to their questions immediately, then there’s a high chance they’ll bounce from the page.This translates to a lost opportunity to convert that visitor into a lead or a customer.If Google sees that more users are leaving the page than staying to read and engage with your content, you might even see your rankings begin to drop.This is what happened with a client of Bachmann and his team – a dental office that provides full-service and urgent care.To address this issue, they decided to cut through the fluff in their website content and get to the most important answers.They geared the messaging and content to answer questions and provide the next steps for a specific type of user – people in need of emergency dental care.The adjustments led to great rankings, including the #1 position for “emergency dentist in Philadelphia.”Not only did they find success in the SERPs, but it also brought them a consistent stream of highly qualified leads.
2.Leverage Data to Make Informed, Data-Driven Content Updates.Generating new content isn’t the only way to meet users’ needs.If you have a lot of content on your website that’s already gaining traction, being indexed by search engines, and ranking in the top 30-50 positions, it might be best to expand your content and make them better.A variety of data sources can help you uncover insights on user intent and make informed decisions when it comes to your content – Google Search Console (GSC) is one of them.Using GSC is a great way to:
- Uncover what queries your site (or a particular page you want to rank) are getting impressions and clicks for.
- Decide if your page actually does a good job of answering those user’s needs.