User personas can help guide content creation to optimise for search intent

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 13, 2020, 12:00 PM UTC

Run content audits using Google Analytics for content optimisation and improving search rankings.

This article suggests how content marketers can craft content that aligns with users’ search intent. Search intent is categorised as informational, navigational and transactional. To create content that matches with search intent, marketers must develop user personas.

Market segmentation and surveys are two ways suggested to go about this. How-to blog posts and tutorials could be created to serve users with informational search intent. Case studies and webinars are better suited for navigational intent, and free trials and discounts are recommended for transactional intent.

Creating strong call-to-actions addressing the search intent can also help marketers improve SEO. Conducting keyword research and identifying long-tail keywords with SERP analysis can help marketers understand dominant search intents from competitor analysis.

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[5 minute read]