Focus on Content
Once you have target keywords, you can focus on creating high-quality content based on solid research.
One of the most efficient ways of missing the mark with content is guessing, assuming or simply hoping that it will resonate with your intended audience. With Search Intent, you can identify the needs your users express and can tailor your content to satisfy them.
- Informational - Write a blog post.
- Transactional - Show them your product page
- Commercial Investigation - Give them a review
- Location-Based - Show them where you are.
- Navigational - Take them straight to the site.
However, these five distinct categories are still way too broad. If a user is expressing informational intent, it doesn’t mean you can just write a blog post and hope for the best. It just doesn’t work like that. You need to know exactly what type of content they are looking for, what they want to know, and what type of content format will be successful.
To achieve this, you need to revisit competitor analysis, but this time, from a content perspective.
What’s already out there? How can you improve on it?
Put yourself in your customer’s shoes. Make searches they would make. Consume the already available content as if you were a prospective customer rather than a competitor doing analysis.
Ask yourself the following:
- Does the competitor content satisfy the user’s needs?
- Is it engaging?
- Is it in a digestible format?
- Does it adopt a unique approach or take an unusual angle?
Ask yourself these questions again once you have completed your content. But let’s not get ahead of ourselves — write it down for later!
Knowing what is already available to your audience and what ranks well on Google informs your content creation processes. You may spot a gap in the market that needs to be filled or use the Skyscraper technique to build on pre-existing competitor content — giving you the edge to overtake them on the rankings by knowing the content landscape.
Analysing Competitor Content
An effective way to analyse already available content is to identify three crucial aspects — the type, format and angle of the content.
Type of Content
This refers to the broad range of content you’ll find in search results. Examples of which include blog posts, product pages, services pages, category pages and landing pages. Understanding the commonly-used types of content for your chosen keywords informs you of which style of content will best suit your needs. For example, if the majority of your target keywords are blog posts, it tells you that it’s likely not the best idea to produce a product page using those keywords.
The format is the way you present a piece of content to your audience. This can be in the form of ‘how to’ guides, list articles, reviews, or opinion pieces. Format tends to relate to searches for keywords with informational or commercial investigation intent, as these types of searches help blog posts and articles rank well.
Content targeting transactional intentions is pretty straightforward as they’re generally product pages or category pages, meaning the content format aligns directly with the content type.
Analyse the format of top-ranking search results to discover what structure works well for audiences using a particular search term. For example, if a user wants to know how to wrap their hands before boxing, they will predominantly see results with guide-style blog posts and tutorials.
The type of information in the image below tells you a lot about what customers look for in searches. The suggested searches are all recent, high-volume search terms. So, if they are relevant to you and your consumer, these would be an excellent place to start with targeting content.
Next, you’ll want to analyse the types of content that appear at the top of results pages when you enter a completed search term.
The top-ranked content tells you what Google prioritises as most important, relevant and valuable to the searcher. If they determine that it is predominantly a transactional search request, they promote the relevant websites’ product pages.
Competitor analysis is a vital part of any marketing strategy, and Search Intent is no different.
Examine the pages of your competitor’s page that rank well, in-depth. This gives you a good insight into what they do to indicate to Google that their content is most relevant to the searcher — providing you with precisely what you need to create content that challenges for the top position.
If you want to define your target keywords further, you can always utilise the ‘people also ask’ feature.