Over the past few years, Google has evolved to account for the search experience provided by the search engine. It started to reward valuable content that meets visitor expectations. To be successful in future SEO, you must quickly discover your visitors’ expectations and fully attract them. Let’s take a quick look at the methods of exploring your target audience’s intent and producing content available on Google.
In recent years, search engines have been optimized based on users’ needs and search experience. For example, Google is starting to reward original, high-quality content that appeals to readers. Users come to websites through a search engine. And if it does not meet their expectations, they have a negative opinion about the website and start to look at the search engine that directed them to that site. Think; you are looking for the words of a song and writing a few keywords that can guide you in the search engine. However, the top 10 results you see show pages that are entirely unrelated to the song you are looking for. What would you do? You’d think about changing the search engine
Because it was not only able to find what they were looking for, it wasted their time. In such a situation, there are two criminals; Websites that do not target the user and a search engine that cannot quickly present the user what they are looking for. That’s why Google and other popular search engines have been working on hundreds of algorithms for years of work and trying to provide users with the most accurate results.
User Personas, Characters, and Grouping in SEO
Together with a properly implemented SEO project, these algorithms can significantly improve the performance of a website. The trick is to understand the “intent of the user”. For understanding the user’s intent, it’s useful to get to know the user a little more. Modern analysis tools provide detailed information about the users coming to your website. However, they may not show some important details. In this case, you might create “personas” and build various scenarios on these characters to get to know your users better. The people you will create may be characters that you give multiple features based on your personal experience.
Try to Diversify and Distinct Your SEO Personas
For example, each character has static and variable properties. Age, gender, geographic location, and individual habits are included in invariants:
- Women in the 20-35 age group, living in a big city, love to shop, play sports, and so on.
Users belonging to this group are immutable and variable properties can be combined:
- Users who visit your website between 12:00 and 13:00 (Morning group) -> Users who visit your site while having lunch (M-Lunch group) -> Women who visit your site while having lunch between 12-13 hours (M-L-Women group) -> Women users who are interested in textile products in the summer season and cosmetics in the winter season (M-L-W-Textile-Cosmetics group)
Including Habits to Get More Detailed Groups
We can also create user groups that seem to be independent of these groups, but we can fully include them in Internet usage habits:
- Users with a tendency to close slow-loading Web sites, who tend to quit pages with too many ads, who are more interested in discounts or deals, who are skeptical when they see missing written content, missing contact information and similar shortcomings, and so on.
The characteristics of the persona we tried to exemplify above can be diversified and increased. You can keep an emerging persona group separate from other groups and create unique campaigns for them. Better perceiving the features of the user, understanding your users’ actions on your site, detecting the problematic sections, and making improvements to them can make your website better. Special SEO maintenances targeted to your grouped users can also ensure success in terms of loyalty and sales.
If you are not selling, and not interested in e-commerce, you can offer your users quality content and try to gain a readership. Here, “quality content” alone is not enough for SEO; some of the features we just mentioned should be taken into account. If your site has high-readable quality content, but your design is useless or your site loads very slowly, you run the risk of being included in the cluster where the user has a negative trend.
Ask the Right Questions to Know Your Users
The questions you can ask to get to know the user may be about:
- The things that the users dislike the most
- Products or services they might have used in the past
- Reasons for using or discontinuing these products and services
- Kinds of product, service solution, or campaigns that are not useful for those users
Personas emerging with a good grouping will greatly help your SEO, and reach a sufficient level of your content.
Determining the Trend and Intention of Your Audience
Today, modern search engines try to relate the pages to provide relevant content based on the questions in each search query. In the past, keyword-based search engines were not so successful because they were working with a structure that could be easily abused.
When you use the search engine to search for a song and access a Web page, you would see hundreds of keywords except for lyrics. While these pages have now largely disappeared, we see that there are still websites that try to use the same methods or use them unwittingly.
While there were many sites that you could reach with keyword matching in the past, the situation has evolved into semantic matching. It is related to the fact that a word has more than one meaning, and it changes with the following word(s). It is enough to emphasize how important it is to understand the users.
Also, users can now ask questions to search engines and get answers. Since the search engine knows the habits of the users, it can respond to its users quickly. It answers quickly to the weather in a city or country, find the score of a basketball game, your distance to a restaurant, or directions to your destination.
Including Habits to Get More Detailed Groups
In cases where search engines can’t respond quickly, your website’s content comes into play. With your content prepared for the persona groups you created, robust technical infrastructure, useful design, and special campaigns or opportunities, or original and high-quality content, your website will help users achieve their goals.
- Chinese restaurants nearby
- The user is hungry, doesn’t want to cook, wants to eat out, especially in a Chinese restaurant.
- Most reliable female hairdresser
- The user is a woman who wants to have her hair done and look for a hairdresser she can trust.
- Mercury reverse movement
- The user is interested in astrology and wants to know when Mercury’s reverse movement took place.
Although the examples above contain the first remarks we may have, sometimes, it may not be what you think. For example, the user looking for a Chinese restaurant may not want to go out and order his house instead. The person looking for a female hairdresser may be a boy and want to find a reliable hairdresser for her girlfriend. The person looking for the Mercury reverse movement may be interested in astrology, not astronomy. When you prepare your SEO content considering such possibilities, it is likely to attract more attention.
User’s Intention and Keywords
First of all, we would like to say: every keyword entered into Google is a question. Keywords don’t necessarily have to be in a question format or have a question mark at the end. A search made in the form of “Halloween” may be asking when Halloween is. The user intends to learn a subject or situation, to have information about that subject or situation. When a user searches for a computer model, they may only want to know the technical features or price of that computer. Some users aim to learn both, while others may only seek to read comments about that model. If you have a structure on your website that accommodates such prominent user intentions and you have a design that can highlight the answers to the questions they are curious about, you are one step ahead. At this point, keywords can help you.
Conclusion – Users, Search Engines, SEO and Keywords
For good SEO, ensure your content is geared towards your users to gain more shares in your market, protect your existing customers, and gain new customers. Also, make sure that search engines can easily detect your content.
Researching and evaluating keywords that make sense allows you to save time and budget when creating content. The future of SEO strategies should focus on users’ intent and the quality of your content. You can use user groups and keywords to present the content your customers are looking for. So you can get more traffic and get the chance to sell more, and have more readers.