Consider search intent and buyers’ journey when optimising for content marketing and SEO strategies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 16, 2020, 8:52 AM UTC

Brands should optimise content for search intent types like informational, navigational, and transactional.

This article states creating content based on users' search intent and their stages in the buyers’ journey can help brands enhance content marketing and SEO strategies. As Google uses natural language processors to analyse queries, optimising content for search intent improves relevant traffic and conversions.

Including keywords like “What” and “How” can help brands optimise for informational search intent, as they are used in the research stage of a consumer’s journey. To rank for navigational search intent, marketers must craft content with branded search terms.

Optimising for transactional search intent with keywords like “Buy” allows brands to rank for specific long-tail phrases used by consumers at the end stage of the buyer’s journey. Creating landing pages optimised for transactional terms can drive sales.

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