SEO Content: The Importance of Completing the Search Journey in Search Engines
Posted: Wed Dec 04, 2024 4:12 am
Blog
To create content that appears at the top of search engine results pages (SERPs), you need to understand the user's search intent.
Search engines are constantly evolving to provide users with results that best fit their search intent. For this reason, search engine optimization (SEO) strategies also change frequently.
According to Bernard Huang, co-founder of Clearscope , an SEO content optimization platform, one of the most important points for appearing in the top positions of search engines, mainly on Google, is the relevance of the content. That is, how optimal is the correspondence between the information on a website and the search query.
In this regard, Google has begun to analyze factors such as users' search intent and processes, ensuring that the pages displayed among the best results respond to people's information needs, depending on the stage of research they are in (awareness, consideration or decision).
How does SEO work in search engines and what is its importance vp business development email lists for the customer journey ?
Most users type a query into search engines to get specific solutions to their problems. That's why Google is focusing on understanding the end goal of searches.
User search intent
Google’s current algorithm focuses on what they’ve called the “ search journey.” Using technologies like artificial intelligence , the search engine uses information about people’s behavior and interests, browsing and purchasing history, among other things, to understand the context of a user’s query. This allows Google to deliver results that users are ready to see, so as a person searches for terms and learns about a topic, the search results at the top of the page change.
For example, if someone searches for “grocery stores near me” for the first time, the results page might show a list of stores, as well as directory pages and websites for some businesses. The user might visit some of these websites, but they’re not ready to contact them or make a purchase, so they stop their research. A week later, they type the same term into the search engine. This time, Google might show websites they visited previously at the top of the search results, and even feature reviews of the supermarkets they viewed in their first search or information on how to choose the best one. In this way, the engine is able to deliver results based on the stage the user is in and what it deciphers as their search intent.
Why is it important to create SEO content that completes the user's search?
What worked eight years ago, in off-page and on-page SEO, such as link building strategies and technical SEO, is very different from what works today, according to Huang. In his experience, today, it's best to create pieces that specifically address a search intent and don't drive additional searches.
In this sense, the current algorithm ranks those contents that can resolve the users' search in a single opportunity in the first organic results, thus providing an optimal user experience.
Therefore, dividing each of the groups of topics of interest to your audience in the most granular way possible , based on their search intent, can be more effective in terms of SEO.
How to create content that responds to user search intent?
To conquer the top of Google and ensure that the user's search process involves the least amount of actions in the search engine, it is advisable to follow these steps:
1. Do proper keyword research
Creating an optimal piece in terms of SEO involves proper keyword research. Among the tools that contribute to this keyword research , and that allow you to know if a keyword has an associated audience, are Semrush , Google's keyword planner, and Ahrefs .
To create content that appears at the top of search engine results pages (SERPs), you need to understand the user's search intent.
Search engines are constantly evolving to provide users with results that best fit their search intent. For this reason, search engine optimization (SEO) strategies also change frequently.
According to Bernard Huang, co-founder of Clearscope , an SEO content optimization platform, one of the most important points for appearing in the top positions of search engines, mainly on Google, is the relevance of the content. That is, how optimal is the correspondence between the information on a website and the search query.
In this regard, Google has begun to analyze factors such as users' search intent and processes, ensuring that the pages displayed among the best results respond to people's information needs, depending on the stage of research they are in (awareness, consideration or decision).
How does SEO work in search engines and what is its importance vp business development email lists for the customer journey ?
Most users type a query into search engines to get specific solutions to their problems. That's why Google is focusing on understanding the end goal of searches.
User search intent
Google’s current algorithm focuses on what they’ve called the “ search journey.” Using technologies like artificial intelligence , the search engine uses information about people’s behavior and interests, browsing and purchasing history, among other things, to understand the context of a user’s query. This allows Google to deliver results that users are ready to see, so as a person searches for terms and learns about a topic, the search results at the top of the page change.
For example, if someone searches for “grocery stores near me” for the first time, the results page might show a list of stores, as well as directory pages and websites for some businesses. The user might visit some of these websites, but they’re not ready to contact them or make a purchase, so they stop their research. A week later, they type the same term into the search engine. This time, Google might show websites they visited previously at the top of the search results, and even feature reviews of the supermarkets they viewed in their first search or information on how to choose the best one. In this way, the engine is able to deliver results based on the stage the user is in and what it deciphers as their search intent.
Why is it important to create SEO content that completes the user's search?
What worked eight years ago, in off-page and on-page SEO, such as link building strategies and technical SEO, is very different from what works today, according to Huang. In his experience, today, it's best to create pieces that specifically address a search intent and don't drive additional searches.
In this sense, the current algorithm ranks those contents that can resolve the users' search in a single opportunity in the first organic results, thus providing an optimal user experience.
Therefore, dividing each of the groups of topics of interest to your audience in the most granular way possible , based on their search intent, can be more effective in terms of SEO.
How to create content that responds to user search intent?
To conquer the top of Google and ensure that the user's search process involves the least amount of actions in the search engine, it is advisable to follow these steps:
1. Do proper keyword research
Creating an optimal piece in terms of SEO involves proper keyword research. Among the tools that contribute to this keyword research , and that allow you to know if a keyword has an associated audience, are Semrush , Google's keyword planner, and Ahrefs .