Everyone in content marketing and SEO has heard the age old phrase.
Yes, content is king. But content comes in a variety of forms. Written, video, images, etc. Content is king because content is everywhere.
Google, especially, is always looking for the most relevant, helpful, and up-to-date content to provide the best answers for a query.
That’s where intent comes in.
Why Intent Matters For Your Content To Be King
Once upon a time, I worked for a company that wanted to rank for a term regarding escort vehicles for oversize loads. When the content was created, the writer instead put “escort services.” The “vehicle” part was left out and dramatically transformed the intent of the article.
And not in a way the company wanted to rank for.
Making content just to make content helps no one. Especially not your brand or business.
Every piece of content should be thought out, planned, and well executed to achieve the goal set in place.
Having content marketed to the right search intent brings in the right audience for your product, service, or informative article.
But how do you know if your keyword has the right intent for the type of content you want to make?
Researching The Intent Of Your Target Keyword
As with anything for content marketing and SEO it comes back to research.
If you have a high value keyword that you think works, put that phrase right into the Google
search bar.
What are the results? Do you see your direct competitors in that space?
Does the search engine results page (SERP) provide the type of answers you want the content to rank for?
Back to the example of transport.
The company transports trains, cabooses and all sorts of railway accessories.
However, the term “train transport” brings up results with the intent of shipping freight by train.
So, while the keyword has a high volume, the intent is wrong and most likely, not only would the content not rank well, but even if it did, the audience would be the wrong type to get conversions.
When the intent is wrong, you've lost time, effort, and ultimately money.
For content to be king, and to create quality content that targets the right audience and drives confusion, the right intent is essential.
Have you ever had any intent oopsies? I would love to know more in the comments.
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