Writing content according to user intent
When it comes to content writing and content marketing, what do you understand by “user intent”?
In my blog post titled How to write content for the Google RankBrain system, I have briefly touched upon the importance of user intent and how RankBrain factors in user intent while ranking your content.
As explained in this nicely-written blog post, in the olden days ranking algorithms were all about keyword density and how well or badly you have incorporated your various keywords into your content.
Although, keywords still matter, what matters more is the intent of your prospective customer or client when he or she is looking for information.
What is the intention behind the search? Is the user simply looking for information or he or she wants to do business with you.
In my own example, I get three types of visitors on my website:
- Those who are researching for their own blog posts and articles or trying to figure out how to write engaging content on their own, on their websites.
- Those who are looking for content writing opportunities.
- Those who are looking for a content writer or a content marketer to write content for their websites and blogs.
For my business, the third type is the most important.
The types 1 and 2 are also important because, type 1 also may hire my services someday, and type 2 may share my content on social media, link to my content and give me credit or simply help me promote my services.
But, if my content only serves to the user intent of type 1 and type 2 visitors, I will get very little business.
Alarmingly, there is a very thin line that divides all these types of user intent.
Are you writing content, but also content writer write content for your website or blog keeping user intent in mind?