The technical set-up for SEO strategy involves optimizing your site for search engines. This includes making use of schema markup and structured data.
These results are also known as "rich text snippets" and can lead to higher brand visibility, more clickthroughs, and more voice searches.
Both of these techniques enable search engines to contextualize your site's content and create featured search results.
By incorporating long-tail keywords into your content, you will create a more natural and organic SEO strategy that will get your content noticed by Google.
When a searcher types in "buy blue trek bike," they likely have a specific product in mind. The search result is likely to include links to purchase the product.
You can use broad keywords to attract traffic, but if your customers are not searching for your product, they aren't likely to pay for it.
But the intent of the search can change over time. In 2012, the phrase “iPhone 5” was commonly searched for a new phone, but now it’s more informational.
Not only can this help avoid displaying unrelated search results, but it will help you structure your pages in a way that matches the buyer’s journey.
For instance, if a user searches for “sale shoes” but finds results that are unrelated to that product, they’ll likely try another search to find what they’re looking for.
The process of identifying user intent is not a simple one, though. Observing search results and analyzing search modifiers will tell you what your target audience is looking for. In addition, search results will often include modifiers that identify the type of information a user is looking for. Content targeting user intent is more concentrated and effective than content focused on specific keywords. To improve SEO and website relevance, you should research which keywords are converting the best and then shift your focus to the intent of your users. For example, articles with tips or practical advice are very likely to generate high conversion rates.
In addition to optimizing content for keywords that are relevant to user intent, you should also consider the location of the searcher when evaluating the user’s intent. For example, if a person searches for “iPhone cases under $20” in New York, the search result will also include a restaurant with that name or a plant with the same name in New York.