Just about every indexed page on your website deserves an objective.
When creating news pages, you should be able to answer the following questions:
1. What is your target term
2. Who is your target audience?
3. What is the search intent of your audience
4. How do you plan on matching search intent with your content?
No matter how much we cater to the standards of search engines, SEO success begins and ends with a satisfied web user.
Although SEO copywriting targets organic traffic from search engines, we ought to begin working on every piece with consideration to our human audience.
As an SEO copywriter, you need to create to match search intent.
What is Search Intent?
According to Yoast:
Search intent has to do with the reason why people conduct a specific search. Why are they searching? Are they searching because they have a question and want an answer to that question? Are they searching for a specific website? Or, are they searching because they want to buy something?
Importance Of Setting Page Objectives – Matching Search Intent
“Direction is so much more important than speed. Too many are going nowhere fast.” – unknown
This statement holds true for your web success as it applies to just about every other facet of life.
It’s important to decide which objectives are worth striving for.
- Is your priority to get your brand name out into the blogosphere (Mindshare)? Then it you’ll have to create content to satisfy the interests of your target demographic.
- Are you striving to boost sales of a product (lead acquisition/ E-commerce Sales)? Conversion optimization techniques, maybe something you need to invest time in. Call-to-Actions may come in handy.
Begin with WHAT and WHY you need to communicate with your audience.
Then focus on HOW to connect your hard work with the real needs of people.
Applying SEO Objectives To Your Web Pages
The standard website will typically include the following key pages:
- Home Page
- About Us Page
- Category Page
- Product Page
- Blog Post
Let’s consider search intent from the perspective of a blog post. Are you blogging about topics web visitors care about? Or are you just writing for yourself?
- How does your target audience behave?
Determining consumer search behaviors is a crucial step that relies on assumptions you make about the intent of your site visitors.
Understand the underlying motivation of readers and you’re one step closer to creating great content.
- What will they actually enjoy reading?
Search engines may miraculously choose to select your pages for the first position of your focus keywords but if human beings leave your site because you haven’t connected with their needs, then search engines will have to retract their miracle.
- How will you write your content?
You ought to determine the structure of your web pages. Write a catchy title. Include quality images. Include your HTML header tags. Write scannable copy. Be clear and concise.
Be relevant – You can write as much as you’d like, but if you aren’t giving people a reason to continue reading, you are going nowhere fast.
These Are The Types Of Users/Search Intent You May Be Creating For:
1. The General Searcher – Informational Intent:
These users are looking for a quick summary that matches a predetermined motive. Be concise.
2. The Brand Explorer – Navigation intent:
These users are looking to reach pages on your site. Make it easy for them to learn more about what you do.
3. The Researching Shopper – Commercial Intent:
These users intend to make a purchase. They are looking for key information that helps them to make shopping comparisons.
4. The Enthusiast – Fanatic Intent:
These users may join your mailing list if you can impress them. Create content that speaks to their interests.
5. The Ready To Buy Shopper – Transactional intent:
Your ability to create a sense of urgency or address price sensitivity will be important. Time to entice. You want to feature terms like “Great Deal” or “Limited Time Offer,” in your copy.
As a digital writer, you create for others as much as you do yourself. Which motivation is your audience looking to satisfy? Write SPECIFICALLY for that!
Elements of your web copy you may address:
- Mood: Changing the mood of your content. You may choose to be more humorous, serious, reflective, inspiring, etc
- Tone: You may wish to be more conversational and less instructional or more persuasive and less direct.
- Complexity: You may deem it more effective to raise or lower the complexity of language. You have to speak the language of paying customers.
Know who you are writing for, and why they arrive on your site. Connect with users.
You can do everything else right in the SEO galaxy, but fail to connect with people and you’ll have nothing.
Search Intent & Page Objective Optimization Tips:
1. Intent: Are you simply striving for organic traffic (appropriately resolving user search queries) or are you writing to influence specific actions (generate leads, improve conversions, introduce new product/service?
2. Demographics: What are the demographics of your audience, which common characteristics can you tap into?
3. Tone: Have you chosen the right tone for your copy?
4. Buzzwords: Have you identified key buzzwords that speak to the motivation of your reader?
5, Page depth: How thorough should your content be to compete with the tap ranking pages of your topic?
6. Language: Are you using the terminology which reflects your audience?
7. Target: Do you know your primary target keyword along with your secondary and tertiary key phrases?