Search intent optimisation can help marketers create engaging content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 23, 2019, 9:07 AM UTC

Identifying user intent allows marketers to tailor content.

Search intent optimisation is about giving the most relevant search results by matching content to the user’s expectations. Marketers can use search intent optimisation to configure their content for better customer engagement.

Marketers should look out for specific keywords, images and videos related to their product or services in google search results to identify the need or intent of their users. They can then target their content accordingly through featured snippets or site links by using a keyword planner tool.

Brands can also optimise their content by adding expertise and trustworthiness through customer reviews and adding clear steps to feature in “how to” searches. Content with unique call to action buttons like “free checklist” can create a sense excitement with the users and better engagement.

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