Optimising content based on user’s search intent can help increase website engagements

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 13, 2019, 5:10 PM UTC

Creating personalised content allows brands to effectively re-engage returning visitors.

Analysing Google search results can help marketers understand user search intent better and accordingly enhance content. Brands can use tools like Text Optimizer to analyse search queries and related results to create content that their audience expects.

This article states that marketers can further place internal links on their articles to steer users into related topics on the website. Artificial intelligence tools and content recommendation tools can further help businesses create content and engage users based on their browsing habits. 

Marketers can also create personalised content based on users’ past engagement activities to re-engage returning users. The author suggests that brands should craft personalised CTAs for their returning users in order to effectively engage with them and increase conversions.

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