How to Optimize For Search Intent & Leverage Audience Feedback

How to Optimize For Search Intent & Leverage Audience Feedback

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How to Optimize For Search Intent & Leverage Audience Feedback
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As content marketers, we need to optimize content for search intent to make sure we’re meeting the query of the person making that search. This is SEO content writing 101 – get the intent behind the search right, and with it comes higher content engagement and hopefully great ranking from the algorithm overlords.

We should understand the context behind the search term and ensure our content meets their needs. This post was written to show you how 😉. 

We’ll cover some traditional tips you can implement, why content feedback is more valuable than ever when optimizing content for search intent – and how to collect it.

Value of getting intent right

Creating content for users with Informational/Commercial search intent is the hardest — obviously, because:

  1. It requires a deep understanding of the user’s intent, needs, and expectations. 

For example, someone searching “best laptop for gaming” may want to see a comparison article, a review, or a product page, depending on their stage in the buyer journey.

  1. It requires a high level of quality and originality.
  2. It involves a lot of optimization and measurement.

According to Sistrix, being in the top position in search rankings leads to a click rate that is over ten times higher than being in position #10. This highlights how important it is to attain the top position, as it results in higher click rates and a substantial increase in the visibility and engagement of your content.

(Source)

What is Search Intent?

Search intent is the reason behind a user’s query. For instance, someone searching for “best content marketing analytics tools” isn’t navigating to a specific site, nor are they buying a specific tool.

They’re only looking to conduct research first – and then make a purchase at a later date. This means the query has a commercial intent – even though it’s not immediate.

Search intent often falls into four primary categories:

  • Informational
  • Transactional
  • Navigational
  • Commercial

A user browsing an informational term is seeking general information about a subject. Someone Googling a transactional term is ready to make a purchase, while a user searching a navigational term wants to be taken to a specific site.

4 Traditional Tips for Optimizing Search Intent

  1. Pick A Content-Type
  2. Choose the Right Format
  3. Pick the Right Angle
  4. Find Subtopics to Cover in Your Content

1. Pick a Content-Type

Are you using the right type of content for your audience? Content “type” often means one of the following:

  • Blog post
  • Product page
  • Landing page
  • Video
  • Category page

According to Statista, some of the most commonly produced content marketing types worldwide in 2022 were:

  • Videos (45%)
  • Short-form articles (31%)
  • Success stories (28%)
  • Long-form blog posts (24%)
  • Case studies (19%)

When analyzing the top results in Ahrefs for our post on content marketing analytics tools, we found that the dominant content type for the query is a blog post.

Picking the right content type helps you manage content formats and audience preferences effectively – while helping your readers to comprehend content much better.

2. Apply the Right Format

This tip mainly applies to blog posts. It involves analyzing and choosing the format of the “best-performing content” for a topic or keyword. Examples of common content formats you can choose from include:

  1. “How-to” guides
  2. Listicles
  3. Comparison posts
  4. Opinion pieces (Also Op-ed)
  5. Reviews

According to Semrush, list posts drive 80% more traffic than other types of articles. When researching the query for our post on “best content marketing analytics tools”, we found that 5 out of the top 7 results were listicles.

3. Pick the Right Angle

Picking the right angle means choosing the best way to present your content to match the user’s intent. For example, if you are writing a blog post on the best content marketing analytics tools, you need to consider what kind of information the user is looking for, such as:

  • The features and benefits of the tools
  • The price range and value for money of each tool
  • The customer reviews and ratings of each tool

It’s also up to you to decide to cover only the most recent tools.

These are some possible angles you can use. Tools like Ahrefs or Similarweb can help you analyze the top-ranking pages – for your target keyword – to see the angles they used.

For example, we used Ahrefs to analyze the angles for similar posts on the SERP and saw that the most used angle is “2023” – the current year as at the time of writing.

Picking the right angle helps you rank higher, as Google prioritizes content that aligns with search intent.

4. Find SubTopics to Cover in Your Content

Listen up, this one’s important. To *truly* satisfy readers, you need to accurately answer their question(s). If a reader leaves because the answer to a question is not present, it means you haven’t fulfilled their search intent. Incorporating subtopics into your content is an effective way of giving precise and complete answers to the reader.

To find subtopics:

  1. Analyze top-ranking pages for the query you want to write about
  2. Use a tool like Ahrefs/Semrush to run a content gap analysis

Doing both will help you pinpoint topics your readers want you to address.

Why Content Optimization Tools Are a Challenge 

Here’s a problem:

Most content optimization tools offer suggestions with no context.

They’re limited in the sense that they all crawl similar data, and give similar recommendations – both to you and your competitors (Yikes!). This won’t help you get to the #1 ranking…but there is an ace up your sleeve you can play.

Leverage first-party insight through content feedback.

With content feedback, you get insights from the actual people you’re creating content for. Tools like Surfer and Frase can give you the information needed to match the top performers for a search term. 

However, collecting insights from your audience provides you with unique data behind the search intent – and optimizing with feedback might give you that extra 5% differentiation needed to rank higher.

Focus on the value of asking the audience. 

With content feedback, you gain powerful insights from readers as to whether the content marries up to search intent. You can collect first-party data and insights into who your readers are and what they want. 

The feedback collected can then be used to optimize content to match search intent and enhance its performance.

How to set up a feedback tool to collect audience insights

Setting up a Rockee Chat Widget

Step 1: Sign Up.

Step 2: Navigate to the left sidebar

Step 3: Choose Setup

Step 4: Select Add Widget

Step 5: Name your Widget

Step 4: Customize your questions.

By customizing questions, you can easily contextualize feedback by:

  • Defining your ICPs
  • Highlighting their stages in the journey

You can customize questions to tailor feedback according to your needs by:

  • Incorporating personalized inquiries, for example:
  • “Has this content adequately addressed your query?”
  • And then providing response options like:
  •   “Not at all”
  • “Slightly”
  • “Yes, it has”
  • “It was perfect”

This approach enables you to put feedback into context – making sure the process aligns with user preferences and intent.

Step 5: Install the Rockee Header Code in the Header Section of your website. I’ll be going for the chat-style widget. You can also opt for the website widget or embed both website and chat-style widgets.

Step 6: Install the Collection Widget Script on select pages, or a content template in your CMS. 

Installing the code on any template used to host your content – preferably at the footer – would get the widget to automatically load across all of those pages. 

Step 7: Save Changes on Your Site

Step 8: Start Collecting Content Feedback

Implement reader feedback to optimize content for search Intent

With Rockee, readers can tell you exactly what they think about your content – so optimizing for search intent is easy!

Want to get blog feedback now? Try Rockee for free!

How to Optimize for Search Intent (FAQs)

Why is search intent important?

Search intent is important because it helps readers find what they need when they enter a query into search engines.

How do you align your content with search intent?

Aligning content with search intent is quite easy to achieve. All you need to do is gather and analyze insights from a content feedback tool like Rockee, and implement suggestions to enhance content performance.

Wisdom Dabit

Wisdom Dabit

Wisdom Dabit is a freelance B2B SaaS writer who’s passionate about creating actionable and data-driven content. He enjoys writing about marketing, eCommerce, and of course, SaaS.

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    Content Optimization: A Guide for SEO and Website Conversions

    Content Optimization: A Guide for SEO and Website Conversions

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    Content Optimization: A Guide for SEO and Website Conversions
    Updated:
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    Creating content is one thing, maintaining it to stay relevant is another.
    Content marketing team
    When trying to do content optimization, you should have a goal in mind – be it to perform better on search engines, increase engagements, or drive conversions.

    What is Content Optimization, and Why is it important?

    Content optimization is the process of choosing, structuring, and making adjustments to content over time – to ensure it’s still relevant to readers, drives conversions, and performs well on search engines.

    Back in 2006, Amazon conducted a study to see how page load times affected sales. The result? They found that an additional 100ms load time resulted in a 1% reduction in sales. This translates to roughly $5.1 billion today.

    This study highlights how content optimization focused on speed and performance can directly impact sales and conversions. This post will cover how to optimize content for SEO, and how to optimize for engagement and conversions – alongside reader’s feedback.

    How to Optimize for SEO

    1. Study the topic keyword and related keywords with tools like Ahrefs/Semrush
    2. Analyze keyword density – using tools like YoastSEO and SEMrush writing assistant
    3. Add visuals to improve the reader’s experience
    4. Add internal links to related content
    5. Be tech friendly – check your site for core web vitals performance
    6. Update regularly

    1. Study the topic keyword and related keywords with tools like Ahrefs/Semrush

    Keyword research involves finding out what words, phrases, or queries are used to search for information, a product, or even a service online.

    This is important for search engine optimization because it tells you what your target customers are searching for, and how you can create content that matches their needs and expectations

    Example: We used Ahrefs to conduct keyword research on this post’s topic.

    2. Analyze keyword density – Using tools like Yoast and SEMrush Writing Assistant

    Keyword density simply refers to how often a keyword appears on a piece of content when compared to the total number of words on that page. Analyzing keyword density is important because it helps you to find out if:

    • You’ve adequately used the main keyword(s)
    • You’ve used a keyword in excess
    • There are new keyword variations and opportunities you can use to make the content better

    You can use the Yoast SEO plugin, and SEMrush’s writing assistant – both with free plans –  to analyze the keyword density of a piece of content.

    3. Add visuals to improve the reader’s experience

    Visuals communicate messages faster and easier than text. Including pictures and videos improves the reader’s experience by helping them understand your content much better.

    Examples of visuals you can add to content include: Images, videos, infographics, and animations.

    4. Add internal links to related content

    Linking pieces of content together using descriptive anchor text signals to search engines and your readers that the pages are related, and helps them understand the context and relevance of your content. 

    During page discovery and indexing, search bots use internal links to crawl and find new content on your site. Without properly adding internal links, some pages will go unnoticed.

    5. Be tech friendly – Check your site for Core Web Vitals performance

    A core web vitals performance test measures a website’s performance in terms of loading speed, interactivity, and visual stability. These three aspects are what Google considers the core of a good web user experience. Running a core web vitals performance test will help you to:

    • Identify and fix issues affecting your website’s performance
    • Improve your website’s rankings on Google search results, as core web vitals are a part of the page experience signals Google uses to evaluate web pages
    • Increase your website’s traffic, conversions, and revenue as better core web vitals lead to more engagement and loyalty from visitors

    The core web vitals report in Google Search Console shows how your pages are performing based on real-world usage data.

    Review and implement the recommendations from Pagespeed Insights to improve content experience. Once you’ve applied the changes, rerun the analysis to see if there are any improvements. 

    To run a core web vitals performance test in search console, head over to GSC > Experience > Core web vitals.

    If your site doesn’t have enough data, try the Pagespeed insights test. I ran it for Rockee, and below’s a screenshot of the desktop report.

    6. Update regularly

    Updating content regularly indicates to search engines that your content is relevant, and is actively being maintained to provide readers with current information. This is particularly important for time-sensitive topics. Updated content also attracts more engagement – as readers prefer to read current posts on a topic.

    Some changes you can implement during a content update include:

    • Editing titles
    • Adding new stats
    • Replacing old data graphs
    • Adding relevant keywords
    • Including new product features

    How to Optimize for Engagement and Conversions

    Ranking for a search term alone isn’t a guarantee you’ll get results – convincing your audience with helpful and persuasive content is. 

    Moreover, ranking on search engines is great, and a major part of SEO – but the real success comes from creating content that truly connects with readers.

    Content remains the biggest tool for increasing engagement and conversions as visitors don’t buy from metadata on the Search Engine Results Page – they need to know your story, what problems you solve, and how your product or service fits in before they buy.

    To optimize content for conversions, the first step is to make sure the page is high-quality and relevant. This involves providing truthful and accurate content that meets the needs of the target audience. The content should also be easy to understand, navigate, and visually appealing. The next step is to create a clear and easily understandable call-to-action (CTA) that prompts visitors to take action. It should be specific and direct, guiding them on what to do next.” – Matthew Ramirez (Founder of Rephrasely)

    Through countless A/B tests & GTM’s ‘click url’ parameter, I’ve observed that a well-placed, direct Call to Action outperforms any other generic one. Ensuring your audience knows exactly what to do next is key. – Ian Dukleth (SEO/Content Strategist at Ian Dukleth)

    Why You Should Collect Data on User Experience with Rockee

    The old way of content analysis and optimization involves using qualitative data to make decisions. Let’s put aside the fact that a good number of these tools are not 100% accurate – there’s a ton of speculation involved.

    Use custom questions to learn more about your audience

    With Rockee, there’s no need to guess. You’ll get the opportunity to use personalized questions strategically – to provide context for feedback.

    You can figure out who your important customers are and where they are in their journey by asking them what job they do and why they’re reading your content.

    Create a performance benchmark

    During the initial 30 days of using Rockee, you’ll get an average content score for benchmarking purposes. This baseline score will serve as the starting point for your optimization efforts.

    Our user base’s scores typically range from 3.5/5 to 4.5/5, while the average brand achieves around 4.1/5 for their website content.

    My site, for example, has an overall score of 4.73/5 from 11 reviews.

    When to optimize based on feedback

    To gauge performance, it’s advisable to gather a minimum of 5 to 8 ratings for an article. Ideally, having 8 or more ratings (as recommended by Creswell & Creswell, 2018) provides a solid foundation for evaluating the top-performing and underperforming articles.

    The feedback collected will typically fall under two categories:

    1. Fix now – like grammatical errors
    2. Fix later – like content planning and prioritization

    Below’s an example of feedback from a reader. The reader rated the content a 2/5  while the average content score from three reviews (it included) – is a 4/5.

    Now without this type of feedback, you’ll never know the reader’s thoughts, and how to make your content better.

    Combining metrics from Google Analytics 4 – like ‘number of users’, and ‘unique user scrolls’ – with your overall rating/scores and feedback from Rockee will help you measure your content’s performance better. You can also check conversions in GA4 and feedback from Rockee to see the type of content your audience likes, and those driving conversions.

    Here’s a little guide to explore, on how to measure content performance using GA4 and Rockee.

    Want to optimize content better for conversion?

    Create a free account to start collecting feedback from your audience.

     

     

    Content Optimization (FAQs)

    What are the keys to content optimization?

    The keys to proper content optimization are keyword relevance, content feedback, engaging structure, concise formatting, and regular updates.

    Why is content optimization important?

    Content optimization is important because it enhances search visibility, boosts user engagement, and drives conversions by delivering valuable and relevant content.

    What is the difference between content optimization and SEO?

    Content optimization focuses on improving user experience, engagement, and conversions. Search engine optimization, while related, emphasizes more on techniques to increase search engine visibility and rankings.

     

     

    Wisdom Dabit

    Wisdom Dabit

    Wisdom Dabit is a freelance B2B SaaS writer who’s passionate about creating actionable and data-driven content. He enjoys writing about marketing, eCommerce, and of course, SaaS.

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