In the “How to Use Search Intent to Get Results from SEO” video, Mitch Causey, who is the marketing director as Lessonly, showed us how to use search intent while focusing on strategies that result in revenue. He gave a brief overview on Architecture Content Endorsements (ACE). Some examples of the architecture part are an HTML sitemap or how quick websites load on mobile devices. Content would include any written word copy such as this blog post. Endorsements are third-party websites that link and direct traffic back to one’s website. Architecture, content, and endorsements play an important role in the website’s SEO success. SEO success leads to traffic, which further leads to revenue down the road. SEO is crucial to a website’s success because it is a priority to be found on the web. It gives you access to people all around the world to view your content. However, people have to know that it exists, which is why SEO plays such a dominant role. He discussed the type of content that one should write and publish on his or her website.
Causey emphasizes the importance of understanding search intent. Search intent should be a main focus when brainstorming before writing content. He displayed the marketing funnel, or the intent funnel, and said that It was one of the most critical parts when making a successful marketing program work. It is an inverted triangle divided into three parts. The idea is that any search on Google can be found in one of the three parts. At this top level, people are not searching with the intent of purchasing. They are looking more to understand the product better, and traffic volume is high in this area. The middle area has a medium purchase intent as well as medium traffic. At this level, people are searching for comparisons. It is important to examine the comparisons between competitors. At the bottom level, purchase is intent is extremely high as people are searching with the intent to buy a product. The traffic is much lower as there are few people searching compared to the other two parts. Causey also mentioned the importance of mapping content and keywords to search intent. He constantly mentions how intent combined with volume results in success. Ideally, one chooses search phrases that will appear in several searches and rank well in keywords. His final tip was to utilize the Google Adwords Keyword planner tool. This tool allows people to see what people are searching for and the volume of search phrases. It gives a rough estimate of how many times each money keywords are being searched, which gives an idea of how much interest it could have. Before creating any content, it would be beneficial to use the Google Keyword planner took to better understand what it is people search for and how relevant the keywords are. It can help determine how much traffic the website may have, which determines how much revenue can be made. Causey refers to this tool as the “greatest social experiment there’s ever been.” In this expert session, I have gained a much better understanding of how important search intent can be when creating content.
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