Every search query has a user with unique requirements associated with it. The search engine represents a barrier between a user and a site. A user has to go through the search engine to reach the site and vice versa.
Conducting search audience research is easy with data provided by the search engines. You can understand your users’ requirements for reaching and connecting with your target audience by examining the following aspects:
- The information contained in search queries
- Search intent and leveraging it
- On-site behaviour analysis
The information contained in search queries:
Landscape queries form the basis for building your search audience. You need to find patterns within a set of landscape queries in order to understand users’ search engine queries in specific categories (landscapes). Look for nouns, verbs, adjectives or adverbs that appear frequently in the search query, for learning about the user’s problem/requirement. These query patterns help you segregate the queries into different categories based on the interests of the user. This data, in turn, enables you to form keyword insights which are used to understand all the requirements and pain-points of the user. You can then provide ‘key questions’ that need to be answered; for conversion.
Implementing SEO Tactics: Search Audience and User Intent
Search intent and leveraging it:
Search intent can be used to determine where your searcher is in the funnel. Generally, the intents applied to search queries are informational, navigational and transactional in nature. You can build an intent-driven funnel that helps you align the keywords and messaging that may resonate the most. Evaluating every page and keyword’s intent enables you to select target keywords and on-page content which matches the users’ expectations better. Using all the data, you can then obtain true user search behaviour insights.
On-site behaviour analysis:
Analyse the user engagement metrics like bounce rates, user page flow, pages per visit etc., for understanding where there is friction in the user’s navigation of the website. Also, assess the site structure, linking, messaging and content touchpoints on any webpage. Ensure that all these elements meet the user requirements based on their intent and funnel placement. This helps you in reducing friction and increasing the conversion rate.