Introduction

Introduction

Jesper Hansen - May 2, 2018

Every year, search engines are taking another step towards being better at what they do – returning top relevant results to user queries. When search engines get better, that usually means that they’re tweaking both their algorithms and the data foundations. In turn, that means it’s getting more and more complex to grow organic traffic using traditional SEO methods.

As digital marketers, we need to evolve as well. We need to know how to best align web content to satisfy the search engine’s quest for highly relevant content, and simultaneously anticipate user’s expectations of the content on our website.

 

BACKGROUND

This paper presents a methodology for understanding user intent and using that knowledge to gain recognition in search engines for organic ranking, through relevance and association. At QuantAds we have developed a hands-on method for improving web page content to satisfy both users and search engines alike. This is achieved by submitting and managing each listing in the format in which the search engine is expecting to receive it. Consequently, conversion rates are increased, bounce rates reduced, and user’s search result expectations are fulfilled.

The method is based on prudent analysis and data manipulation to identify the exact nature and make-up of this relevance, before careful structuring of the site and assembly of page content prior to listing. This ‘bottom-up’ method, as opposed to the usual ‘top-down’ way of writing content, enables pages to be rendered as the most relevant search results that respond to user intent.

 

SEARCH TERMS vs KEYWORDS

Search queries are generated by the user in the form of words or phrases that are presented to the search engines. We call them ‘search terms’, but they’re also known as ‘queries’ or ‘search strings’.
Based on a single query, the search engines make accurate assumptions of the user’s intent from the search term and respond by rendering the most relevant and authoritative documents available.
They do this by crawling through billions of indexed documents to find keywords that relate to the search term, then present the matching documents as results. The better the correlation, the higher the page is ranked in the search results.
The role of the keyword is to put the content of a given page into the right context, so it’s by leveraging the semantics of the keywords that search engines are able to match the search terms to relevant content so well – and they’re quite good at that!

This white paper presents an alternative iterative SEO research analysis approach that is:
• A hands-on method that speaks to both user engagement and search engines
• Simple to use, yet still very thorough
• A data driven and pragmatic approach
• More closely aligned to client needs
• Systematic and very easy to maintain

 

AN INTRODUCTION TO USER INTENT

 

DOWNLOAD FREE TEMPLATE HERE

DOWNLOAD THE WHITEPAPER PDF HERE