In SEO (Search Engine Optimization), the most important thing is to satisfy the search intent (user intent). Google’s algorithm is evolving year by year, and it now ranks articles that provide the answers users are really looking for, rather than articles that are simply stuffed with keywords. In this article, we will introduce how to accurately capture search intent and write articles that will be read by users.
What is search intent (user intent)?
Search intent is the purpose of why a user searched for that keyword. It is broadly classified into the following four types (Do, Know, Go, Buy).
- Know query (I want to know): I want to obtain information and knowledge such as “What is 〇〇” and “Why 〇〇”.
- Do query (want to do): I want to take a specific action such as “How to do this” or “Download this.”
- Go query (want to go): Want to access a specific site or location, such as “〇〇 Login” or “YouTube.”
- Buy query (want to buy): People are considering purchasing a product, such as “〇〇 Recommended” or “〇〇 Comparison.”
Before writing an article, the starting point is to analyze which intent your target keywords correspond to.
How to write articles that meet search intent in 3 steps
1. Analyze trends of top sites
Do a Google search for your target keyword and look at the top 10 sites. The articles that are displayed at the top are the correct answers that Google thinks (= what users are looking for).
- What kind of heading (section) is it written in?
- Are illustrations and videos used?
- Is the user a beginner or someone with some knowledge?
2. Dig deeper into “latent needs”
We create content that not only answers superficial questions (manifest needs), but also proactively solves the problems users have (latent needs).
- Revealed need: I want to know the “diet/muscle training menu.”
- Latent needs:
I want a menu that isn't too demanding,''I want to know about dietary restrictions,’’ ``What protein recommendations do you have?’’ etc. By covering these points, article satisfaction (time spent) will be greatly improved.
3. Write the conclusion (answer) first (PREP method)
Search users are very impatient. If you can’t find the answer you want right away, you’ll immediately press the “back” button on your browser and leave. When structuring your text, be aware of the PREP method (conclusion → reason → specific example → conclusion), and clearly present the “conclusion” that answers the user’s questions in the lead sentence (introduction) and at the beginning of each heading.
Summary
An article that is good for SEO is not one that is created using small-handed techniques, but one that answers the user’s concerns in a more thorough and easy-to-understand manner than anyone else. When writing, always imagine the face of the reader on the other side of the screen, and create content while asking yourself, “After reading this article, will the user be able to solve their problem?”