Today’s client journey often begins with an online search. To optimize that search – so that clients find you, it is important to understand why they are searching. Understanding the “why” provides insights into customers and what they are trying to accomplish in their search, allowing marketers to present the right information and solutions in the optimal format.
Why: Search Intent
Data and insights are vital and necessary to understanding customer behavior. We can discern who the customer is, how they search, what they are looking for and really dig deep into “why” customers started searching in the first place. These are the three determining motivations that spark search.
• Navigational – customers have very clear intent; they know exactly what they are looking for and type in the business name or product.
• Informational – customers want to answer a question or learn how to do something.
• Transactional – customers want to make a purchase or sign up for a service.
Once you understand the “why,” you can create content that resonates with your audience and provides the best user experience.
What: Content Creation
Understanding the intent allows content producers to match what is on the website to the search queries. Content has evolved to become a way to connect with your audience and provide them with answers to what they want to know. The goal is to keep your website simple and focused strictly on the content that matters. Creating content for people and not search engines will in turn build trust and better connections with your audience. Always remember to ask yourself if the content is informative and engaging and does it fulfill the customer goal to get desired company information or complete a transaction.
How: Website Design
The counterpart to content is design. Audience or segment appropriate visuals, tone and style, clear functionality, contemporary best practices and a defined call to action that allow users to quickly find what they are looking for help make the visit easy and stress-free. This results in better usability, higher engagement, and an enhanced user experience.
In today’s fast-paced digital world, people type in what they are looking for and expect search engines to immediately find the answers and information and map them to the right websites. If you have the visibility and insight to what people are looking for and how they are searching, then you can take action to create the right content and make sure it is conveyed in a simple, concise way. Knowledge and understanding defines and determines content. Unlock the power of search and ensure you provide the right answers and solutions.