![\"user](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2019\/03\/user-intent.png\")
<\/div>\nTherefore, if you want more people to discover your business online, and the products and services you offer, then you need to think more about user intent.<\/em><\/p>\n By developing a clear understanding of the needs and interests of your target audience, you can produce web pages, content, and ads that are all closely aligned with the desires of your ideal customer.<\/p>\n In this article, we\u2019ll see how user intent<\/strong> and Google work together, and find out how you can leverage this knowledge for greater brand awareness.<\/p>\n There is a fine balance to managing user intent and SEM. While there is much to be gained from mastery, it\u2019s also easy to waste a lot of money.<\/p>\n Let\u2019s imagine you\u2019re running a Google Ads<\/a> campaign for a bookstore owner. You have the generic term \u2018books\u2019 <\/em>as a keyword in the campaign.<\/p>\n While this is clearly relevant, it is so broad that among the many million daily searches for \u2018books\u2019, there is only a small portion of users who may genuinely be interested in buying books. Consequently, you\u2019ll attract lots of clicks but ultimately gain relatively few conversions.<\/p>\n In this particular example, you would face another problem in the fact that Google has its own dedicated site that offers free books. Competing against the dominant force of search on their own search engine isn\u2019t a great plan.<\/p>\n Consider why users are searching for certain topics. When you\u2019re investing in SEM, you need to think about the different stages of the customer journey to make sure your marketing funnel<\/a><\/span> corresponds to each phase of user intent.<\/p>\n With SEO, marketers have more license to experiment, however, you must still be selective about the keywords you use. Your content must use the same search terms that people are using to search with.<\/p>\n If your keywords are only vaguely related, many of your visits will be from users looking for something else, and they\u2019ll simply leave again, causing your bounce rate to soar.<\/p>\n When you take the time to conduct thorough keyword research with user intent in mind, you can identify high-value keywords that:<\/p>\n By creating great content and targeted ads around these keywords, you can align SEO and user intent to bring traffic to your site.<\/p>\n Video marketing has enjoyed a meteoric rise in the past few years and is set to dominate internet traffic by as much as 80% in the years ahead. While that\u2019s an innovative shift, the same practices of SEO and keyword use still apply here.<\/p>\n Marketers can identify topics and keywords that people are searching for, and then create original video content that offers new solutions and information.<\/p>\n By inserting your keyword in the title, video description, and closed captions, you can boost the search performance of your video content and attract more views from people using those same search terms.<\/p>\n Just as video content gets more engagement, so too do infographics. In fact, infographics are shared on social media three times as much as text articles.<\/p>\n But if it\u2019s just an image, how can you leverage keywords and user intent?<\/p>\n <\/p>\n Keyword research is the foundation of great content marketing. Unfortunately, Google Keyword Planner isn\u2019t the secret portal to the inner workings of the search giant that we all wish it was.<\/p>\n You won\u2019t learn a lot about user intent from Keyword Planner but as you do more keyword research, you will be able to make some pretty savvy deductions about how your target audience is searching for solutions online.<\/p>\n To demonstrate this, let\u2019s imagine we have a marketing agency that has recently published an article titled \u201c7 Ways to Improve Your SEO\u201d<\/em>, which you are sure is going to be a hit.<\/p>\n In it, you reference Quarterback Dak, using him as an analogy of how it\u2019s possible to make dramatic improvements in performance.<\/p>\n Now, here\u2019s where it gets messy. By name-dropping \u201cQuarterback Dak\u201d a few times, you effectively use his name as a keyword, which increases the chance that your blog on SEO will appear in searches for NFL football player Dak Prescott.<\/p>\n If football fans wind up on your blog post about SEO tips, they are going to leave \u2014 fast and frustrated. This is going to send your bounce rate up and your reputation with Google down, as the search engine will get the impression that your content is irrelevant or unhelpful to viewers.<\/p>\n Google is a very sophisticated machine, but it still has some way to go when it comes to analyzing user intent. It is still evolving, and so we must be careful when it comes to selecting our keywords.<\/p>\nUser Intent in Search Engine Marketing (SEM)<\/h2>\n
User Intent in Search Engine Optimization (SEO)<\/h2>\n
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User Intent in Video Content<\/h2>\n
User Intent in InfoGraphics<\/h2>\n
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What is Google\u2019s View on User Intent?<\/h2>\n
Google is Good, But You Must Do Your Part<\/h2>\n