How to turn bounce into conversion? How to lead traffic to your website? If you asked yourself these questions and wanting to find out answers, you are at the right place. This blog is all about search traffic and conversion, keep reading…
When a product is ready to be announced, the owners have a certain take on it. Present it the way they like it as it is their product or follow the market needs and customer requirement. Which type are you? We believe when a product or service resonates with consumer needs, the response rate is incredibly high.
And nothing describes customer understating better than user intent. User intent has much to do with SEO and digital marketing.
User Intent Definition:
Any query a web browser types in the search bar is user intent. There is a purpose to that query, they are looking for something.
This definitely becomes your job to identify the intent of the browser and establish an understanding in depth. The reason being, keyword optimisation as well as SEO optimisation is directly impacted by user intent. Creating an SEO strategy without considering user intent is like a designer dressing someone without knowing body measurements.
User intent will allow you to understand what stage of the funnel your consumer is at. This will further help you optimise the acquisition, persuasion, and conversion pages. In other terms, you can work on the call to action, visual and written content optimization.
With increasing competition, where everyone is doing SEO in order to rank well or get higher conversion rate, user intent is one thing which can help you stand out. Besides, it is not rocket science, all you need to do is review search queries and establish SEO strategy accordingly. Practising this regularly is highly recommended in order to witness some interesting results.
For your better understanding, we have followed a step-wise undertaking. This section will deal with “how to” and what to” of user intent.
More Details on User Intent
The objective of a query coming through search engine translates as user intent. This definition unfolds into a multilayered concept which elaborates on different aspects of comprehending and fulfilling your customer needs.
For instance, someone searched the term “pizza”. Now, what do they want?
How to make the pizza?
Where is the nearest pizza place?
How to order pizza online?
You should be able to detect the intent and fulfil the requirement via appropriate content and SEO.
Let’s consider another example: Dental care. The keyword search would involve few layers which would and should resemble the content on your pages.
* Product study or research
* Buying decision
* Service or product purchase
This can be condensed into 3 major aspects in official terms
1. Navigational: as the term suggests, the navigator is looking for a particulate website or page
Example: Amazon, Apple Macbook Pro Amazon etc.
2. Informational: Simple, user is in search of some information
Example: What is paediatric dentistry?
Will root canal help save teeth?
3. Transactional: It translates to one term “Purchase”. This is the customer who has made the decision. He is in the final step, which means he most probably wants to buy that product.
Example: Buy Macbook Pro online
To analyse user intent, you can follow a simple method.
Take an example:“laptop bags”
Could you guess what is the intent of the user?
Glance through the above definitions quickly: it could be informational or transactional, right?
Either the browser wishes to check the product details and reviews or wants to buy a laptop bag.
Let the search engine result pages do the talking:
Take a look at the screenshot, 9 organic results out of top 10 are transactional. There popped just one informational page.
This concludes that majority of the browsers have the intention to buy.
However, this example is less complex and easy to guess the intent of an user. The struggle is coming across short tail keywords that are unclear which yields varied search results.
Take a look at the screenshot below:
Search terms can vary from vague to specific. More specific they are, more chances that the customer is interested in buying that product.
One can use search engine result pages to accomplish a basic user intent study. This will give a fair understanding in terms of customer interests linked to search terms.
The question arises here is “can you base this general search in generating a whole strategy?” No, right? You would need a better approach which is detailed, analytic and dependable.
Here is how you can decode the intent of users:
This is a data driven concept which decodes even the unclear keyword searches.
Let’s take a sample keyword: “house painting”
This is a tricky example as the keyword could define any of the three intent types.
* Navigational: The browser is trying to identify house painting services
* Informational: Maybe user is interested in DIY paint project
* Transactional: User intends to buy paint products
Googling a keyword will through primarily local results. This is because Google algorithms are designed in such a manner to fetch local business results as soon as a query hits the search bar.
However, local results are not all, you need to consider other organic search results to get a clarity.
In order to fetch that data, you need to use a tool such as SEMrush. This will allow you to understand the list of organic rankings.
Enter“house painting” in search bar
It will throw some results as below:
Go to next page and scroll down to Organic Search Results.
This is how it looks:
It is important to go through this section as it delivers top organic results. This will not include the local results.
While the local results show painters around, organic results show“how to paint”pages. This proves there is a difference in local and organic search results.
Use Phrase Match Keywords to check keyword variations:
You can search location wise as well:
For example, you can use the same keyword, by changing the location:
The results like these are an advantage if you are a local business. People are able to see the services near by as they key in.
But, if your intention is to do a blog or display results on how to paint, using that exact long tail keyword is the right way to do it. This will pop up in the organic results.
The objective must be clear, are you looking for local or organic? Once you answer this question, you know how to use the tool in order to fetch relevant data and analyse the set of keywords.
As you have a clarity on how to gather data, segregate and analyse, it is time to look at how you can incorporate these valuable keywords into your pages.
Discover the User Intent Behind Performing Set of Keywords
Let’s consider a website with low traffic as it will be easy to work with limited data.
Go to Google Analytics reporting tab:
Now, go to the sidebar on left and you will see Acquisition > Overview option, click on it:
It will result in this page:
Scroll down to this box:
Now, click on Organic Search, scroll down to this Keyword box:
Along with the best set of keywords, you will notice valuable metrics such as average session duration, page views, bounce rates and more.
You can apply the above data concept once you have the keywords handy. It is also crucial to check if the users found what they are looking for.
You can also check user behaviour on your pages:
Go to Acquisition > Overview in the sidebar on left
Click on Organic Search
Pick one keyword from the list, which will lead you to a detailed keyword specific data:
Click on Secondary Dimension option
Now click on Behaviour
Click on Second Page
You will see something as below:
It’s an exciting data! This reveals what’s the users’ activity post specific keyword search.
Precisely Google Analytics allows you to study the post search activity of the users.
* Which pages did they land on?
* Are those pages relevant?
* Is the user intent fulfilled?
Now you can see the user experience in terms of whether or not they found what they are looking for and if it satisfied their needs.
User Intent: Evaluation
Two things are clear, types of user intents and how you can analyse what your customers are looking for.
For demonstration purpose, consider there is a site with high bounce rate and low conversion. Let’s consider a keyword, for instance, beginners guide to running
Do a basic research on search engine result pages:
As the second step, run keyword through SEMrush:
The results are similar and the user intent here is information.
Last step: check Google Analytics to identify conversion rate
If there is low conversion, then it needs to be fixed.
There are two things to this:
Keyword Modification: Ultimately you want to sell a product. Identify the best transactional keywords and use them in your content to boost the conversion results.
Content Replacement: Polish your content a bit if it is already up to the mark and doing well. This is recommended when the content is doing great for a specific keyword.
However, remember to let the keywords fall in naturally. Never ever stuff the content with keywords. Keep your patience as this is a long term yet an effective method.
Other Aspects that Matter
* Website loading speed
* Cool layout
* Catchy content
* Website response
* Does it include Q and A section?
If you understand the power of user intent, implement above discussed aspects, your bounce rate will not only go down, it will turn into conversion.