A high conversion rate is crucial to the success of your business.
If you’re focused on content marketing, you need to get user intent right. When your content aligns with user intent, you’ll get more clicks from Google, people will stay longer on your page, and fewer people will bounce.
Moreover, in time you can make content rank with less effort. That’s important given how much time and effort it takes to create content and then make it rank.
There are four different forms of search intent
They can be categorized as informational, navigational, transactional, and commercial.
Each form of search intent has a good chance of leading to a successful conversion, of which there are two points:
- Getting the user to click on your link when it shows up in the results, also known as the click-through.
- Getting the user to click on a CTA button or take some other action once they’ve landed on the page, also known as a conversion.
In the case of point one, understanding search intent is critical to getting those clicks and maintaining interest on the page. You’ll need to consider what you want people to do once they are on your page regarding point two. The search intent should help you define the best approach.
Informational search intent relates to when the user is searching for, yes, you guessed it – information. Information searches are often posed as questions. Examples of informational searches include “how much does beer cost in Spain?” or “how do I work out the volume of a cube?”
Informational searches are not exclusively question-oriented. They could also take the form of descriptive phrases, such as ”the five senses of the human body” or “the elements of the periodic table.”
With informational searches, you generally want to do two things:
- Provide that succinct answer if someone is looking for this.
- Provide a comprehensive answer for people who want more information.
As long as the user is seeking information, their corresponding search intent can be categorized as informational.
If you want to find specific website content, such as BBC Sport tennis content, then you’re likely to conduct a navigational search. People often turn to Google to do a navigational search because it is far quicker than searching for the website and finding the resource.
People often do this type of search.
Navigational searches work best for a site with a clear structure. You’ll notice in the example above, that “BBC Sport Tennis” has its category, with clear sub-categories. Google presents this information to the searcher so they can navigate to the appropriate page.
Transactional searches are done by people looking to buy something. You want to be ranking at the top of the page for transactional search terms relevant to your business.
Transactional searches have two distinct conversion points. You have the CTR to your page and the conversion from a viewer to a buyer. The types of search terms that users will try for transactional search intent could be something along the lines of “iPhone 13 mini refurbished” or “shop Speedo men’s trunks.”
You will need to experiment with your meta headline and description to maximize your CTR from the search results to your site. Also, you need to provide a streamlined online checkout process to generate those sales.
Commercial searches are done before a user purchases a product/service, and they often cast the net wide due to their generic status. Examples include “local Chinese food” or “cheapest mobile phone SIM deals.”
With a commercial search, users don’t target a specific brand. Instead, they conduct a wide-ranging search that they hope will lead them to brands that meet their requirements.
A lot of commercial searches lead to roundup blog posts or similar.
Help each user answer their question by providing detailed content on your website related to their query, alongside the top of the funnel content. For example, if a user types in “what suit style is best for the office,” you need to provide content on your site (via a blog post or in-depth reviews) that covers this question.
The formal suit brand Moss Bros. has a blog section that has great content for users doing commercial searches that correspond to this topic. Their blog post on looking stylish in the workplace is a great way to prepare for searches like this.
As long as your on-site content is well-written and provides meaningful insights to the user, you should see a significant upturn in your conversion rates and click rates.
How to make your content search intent friendly
Now that you know the four different types of search intent, it’s time to look at how to make your content compatible with them all.
1. Examine the content for rating purposes
Before creating or optimizing your content, you need to review the competitive landscape. A little competition analysis goes a long way.
It’s easy to review SERP results. Go into incognito or private mode in your browser, search for “local results search checker,” and then choose one of the tools that come up. SEObility is a great one to try.
Type in your specifics and examine the results. It would be best if you then did a detailed review of the ranking pieces of content. A Google Chrome extension such as Detailed is excellent for reviewing headings on a page, amongst other considerations such as article length.
Your goal is to understand what users are looking for by reviewing what people are being shown. You need to create content that aligns with what is being delivered to users. Then use a solid content calendar to schedule your content.
Also, check how the results are being displayed. Is there a featured snippet? Does the featured snippet adequately answer the user’s needs?
Snippets are seen as highly valuable on SERPs. Ahrefs discovered that after analyzing 2 million featured snippets, 8.6% of all clicks were dedicated to the snippet. Furthermore, 13% of all search results now return a featured snippet, highlighting their importance.
Google creates featured snippets using existing relevant content. Content that answers questions often gets turned into snippets, which means that you also need to know the questions that your target audience asks. You also need to add relevant H2 and H3 tags to your content as Google uses them to create list snippets.
2. Examine the results of related searches
As you review the search results, look for the PAA (People Also Ask) box, which typically appears below the top search result. It gives related questions to the one you asked and other questions that other users often type in.
For example, let’s say you type “how to make cheese” into Google. The PAA box lists related search queries – you can even click on each of these to reveal more.
Each search has a website hidden behind its inverted caret, giving you an idea of the sort of website content you need to be producing to be ranking highly on Google to answer such a user query.
Ideally, the content you deliver to users should address the critical phrase and related terms. Creating such content will make it more likely to address the user’s search intent, which means your content can rank higher and faster.
For this example, cheesemaking.com has just the right level of engaging and specific content to be ranked so well. Look at what the website does well, and consider doing the same for your site.
3. Produce optimized content
Finally, now that you’ve learned the various steps necessary, pitfalls to watch out for, and the best examples to follow, you are now ready to produce your optimized SEO content.
Plan out an article outline that directly answers the user’s search intent. It would help if you based this on a review of content already ranking highly on search engines.
Some practical SEO tools on the web can help you create content that fits search intent. Surfer SEO is one example – it uses Google Natural Processing API to sift over search results and give you access to a list of the most important keywords.
Tools such as Surfer SEO give you the keys to optimized content. They help you understand search intent by identifying what terms you should include in your headings and within the text.
They’ll also suggest if you need a definition to appear in a featured snippet.
Other tools can also give you an idea of how much it costs to rank higher for given keywords. Seobility has an excellent free tool that does just this, called How Much to Rank.
4. Optimize Your Metadata
Your metadata is the short section of information about your website that appears in search results. Metadata includes the meta title (the main clickable section in blue) and the short meta description. It aims to give browsers a concise summary of the website’s content or a “highlights package” that entices users to click through. Ardent Growth’s website, for example, has the meta description below:
To optimize your metadata and help you ensure high conversion rates, you need to ensure that your meta title is packed with high-ranking keywords. A tool such as Google Keyword Planner can help you find such keywords effectively.
Your meta description must also be relevant to what your page content is all about. If it’s irrelevant or deliberately misleading, Google will penalize your website. Misleading descriptions will directly harm your ranking, traffic, and conversion rates.
5. Review the Results
Now that you’ve optimized your website, it’s time to review the results of your labor.
Your main aim is to achieve greater visibility on SERPs – the higher your result in the SERP, the higher your click-through rates will be. Thus, the higher your conversion rates will be.
It would help track your search position against your click-through rates, as the two have a direct relationship. According to Linkgraph, websites that show up first on SERPs are ten times more likely to get clicks. It might be time to revisit its content if your site doesn’t get a noticeable bump in its CTR despite ranking high in the search results.
A ‘CTR by rank position chart’ is an effective way of tracking and reviewing your results concerning your position when compared to your CTR.
You should also measure other statistics, such as time spent on your page by users. This metric will indicate how engaging and valuable your website content is to users – the value of your content also has a significant impact on your conversion rates.
Google Analytics has an excellent “average time spent on page” metric that you can use to measure this. However, it does have its limitations (according to Quietly Insights). Be wary of relying on tools such as this entirely.
Search intent is crucial to SEO and ensuring high conversion rates as a business. Nowadays, the average consumer turns to the internet before making purchases. Mastering SEO is crucial to any business’s digital transformation.
Your content must correlate with search intent to keep climbing Google mountain and maintaining your spot up there. This article should have given you an outline of the different types of search intent before taking you through the next necessary steps to take action.
Optimizing your content for search intent is no walk in the park, but we hope that you’re now armed with the proper ammunition to push forward with your plan.
We wish you the best of luck with the future of your business and the hunt for higher conversions!
5 Ways to Make the Best of the Five Latest Google Ads Features
With technology’s growing influence over trade, PPC marketing has become one of the biggest trends in business. While it has been used extensively in today’s time due to the pandemic shifting most business operations online, PPC marketing’s history dates back to early 2000 when Google launched the initiative AdWords.
Google’s advertising platform has evolved over the last two decades, adding more features and functionality while removing others and rebranding to Google Ads. Google Ads has also continuously kept evolving and adding new features in the last couple of years. In today’s post, we’ll cover Google Ads’ five latest features and show you how you can make the most of them.
What is AdWords?
AdWords was Google’s native advertising system. It was designed to help businesses maximize their potential to reach their target markets online. By partnering with websites, AdWords was able to advertise those websites’ products based on keyword searches and images. It was an effective and progressive marketing tool that sparked the growth of PPC marketing throughout the years.
From Adwords to Google Ads
Despite AdWords’s immense success, the industry remained cut-throat and demanding. Consequently, there was a need to change the tool and adapt it to the new trends in online marketing. This also required changing the name from AdWords to Google Ads.
This was not merely done for aesthetics, as changing the name was a big move to present new features and products that the marketing facet of Google wanted to introduce to the public—DoubleClick and AdSense, to name a few.
Of course, the decision to include Google’s name in the new version of AdWords was effective in attracting more business owners. Not many people would invest in AdWords at first glance, but had they known it was owned by Google, they would have done it in a heartbeat. The change also meant the extension of services of Google for advertising and debunked any false narratives about their services limited only to the use of ads in Google’s search result pages.
New Google Ads Features in 2022
Google is one of the biggest tech companies in the world today, but that doesn’t mean that they can sit idly when opportunities for growth and realizing more profit arise. Additionally, trends in the marketing industry tend to change rather quickly, so what they might have been doing in the past couple of years is considered outdated today.
This creates a need for constant updates, releasing new features within the Google Ads platform to continuously cater to the market’s advertising needs.
The use of Artificial Intelligence, or AI, for example, is one of Google Ads’ most recent features. It works like magic in terms of creating personalized ads for users, making them more relevant.
This brings us to an important question: What are Google Ads’ new features, and how does a business owner or marketer make the most of each? Let’s have a look.
#1 Use Google Ads Local Campaigns to Better Track Conversions
In today’s time, it’s easy for marketers and business owners to be fooled into thinking that the world is fully digital. That’s simply not true because many transactions made by consumers nowadays are still conducted physically, and the things they do when it comes to shopping online might only be a small portion of their entire shopping behavior.
According to the latest data from Google, about 30 percent of all mobile queries made online correspond to local searches, and of this number, approximately 75 percent would actually pay a visit to the store within the next day. These are substantial amounts of sales that could have been used as leads for more effective conversion of clients.
With Google Ads’ new feature for Local Campaigns, companies can now use this foregone opportunity just by using their WiFi or GPS. Based on users’ real-time location, Google will present personalized advertisement choices to attract sales more effectively. For example, if your company offers a crypto app for paying with different cryptocurrencies, you can have Google Ads show your ad to users when they’re near a local commerce that accepts crypto payments.
The best way to use this feature is to integrate the offline components into a tracking setup that’s omnichannel. If you do not have this type of tracker, now would be the time to invest in one so you can maximize your conversions. By creating different conversion actions for each campaign you launch, you will be able to measure your conversion in a variety of ways and develop a more optimized PPC marketing campaign that meets your goals and justifies your expenses.
#2 Use Google Smart Shopping to Acquire New Customers Effectively
All types of conversions are considered beneficial for a business, whether a customer is new or not. However, new conversions are usually considered more important as they’re more likely to lead to future purchases. All businesses strive to achieve loyalty from their customers, but search engine marketing just isn’t the most cost-effective way to earn that loyalty.
With Google Shopping, one of Google Ads’ newest features, you can easily calculate each customer’s total lifetime value and optimize the way you acquire new customers.
For example, by using the “New Customer Acquisition” option in the settings of the Smart Shopping campaign, you can set an incremental price you’re willing to pay for each new customer that converts compared to a returning buyer. It’s like bidding more for new customers than for current ones to get more value from your PPC campaign.
The best way to use this feature to your advantage is to use varying tags for both returning and new customers, which you can establish through the Tag Manager in your eCommerce platform. In the whole process of using this feature, you have to ensure that your Google Analytics and Google Ads accounts are both connected. It would also be more effective to apply this feature in line with your paid research and promotion agencies.
#3 You Can Get Listed on Google Shopping for Free!
To clarify, Google Shopping is still a generally paid PPC avenue. However, there is an option for you to enjoy the free traffic it offers. This comes after the introduction of the Google Shopping feature, and as part of it, Google itself ejected other price comparison websites from its SERP.
It was a move that resulted in Google being fined around three billion dollars by the European Commission in 2017 for providing an unfair advantage to a different Google product, the Comparison Shopping service. While this is still an ongoing issue, they decided to make Google Shopping an official feature for their clients to enjoy.
The best way to get the most out of this feature is to optimize every single one of your Shopping Ads and assess which of the products you currently endorse entail the highest click and conversion rates. For instance, using Google Analyzer will help you get this information and use it to make the necessary changes for your product pages and emphasize the products with the most substantial profit margins.
Once you sort all this out, you can proceed to your Google Merchant Center account in the North Menu and change the status of your “Surfaces across Google” to “Active.”
This is an easy process if you’re in the US or India, but the feature has yet to be available in other countries.
#4 Free Impression for Display—Pay Only for Conversions
When talking about online acquisitions, display and video ads are usually not the first things that experienced marketers would talk about. More than conversions, these two things are usually known for their capacity to establish brand awareness and influence targets. But Google, being the trendsetter it is, has decided that it is time to deviate from this narrative.
Considering the gargantuan amount of data Google has on its users’ profiles and intents, predicting their purchasing decisions can almost be considered easy.
Just like Facebook can boost its platform’s marketing performance from its users’ browsing history, Google also has a massive command over its users’ behaviors—from their music preferences to their present and past purchases as recorded via their Gmail accounts.
Because of the control that Google has over its users’ data, they are especially capable of tweaking the algorithm so that only relevant and appropriate visual ads will be shown to the users, ultimately driving them to make a purchase.
This power comes in the form of the new Display and Youtube ads features. By using these features, your chances of realizing actual conversions will be greatly enhanced.
To make this feature a valuable tool for you, you have to use the “Custom Intent on your competitors” and “Similar Converters.” Additionally, you can deploy Smart Display with Toras or a CPA bidding strategy.
#5 Your New Best Friends: Gallery Ads and Showcase Shopping Ads
If you don’t already know, it is possible to test both Gallery and Showcase Shopping Ads on Search. Based on recent data, it’s proven that roughly 85% of all users pay more attention to the information presented visually as compared to pure text. Intent Lab Research has provided a supplemental study saying that 50% of shoppers in various categories like household goods and electronics prefer seeing visual information. So, even if you’re building brand loyalty by offering free stuff for seniors or selling high-tech equipment for graphic designers, you’ll benefit from visual ads more than from pure text ads.
With this being said, Google Ads has devised a feature that allows using new ad formats uniquely designed for mobile display through Google’s Search Network. It provides an avenue for you to be more creative and personal with your ads, and above all, you can place those ads on several other platforms like Gmail and Youtube, which can be huge!
One way to use this new feature effectively is to explore your product’s potential to be more visually appealing by getting creative. For example, you can ask your PPC agency’s help to look into what your target market finds the most appealing based on how ads are placed on certain channels like Gmail or Youtube. This will entail a repetitive process with a lot of trial and error before arriving at the best fit for your target audience. Still, it will come in handy, especially when trying to make the most out of your creative ads.
Through the years, Google has retained its position as the biggest search in the world. As its influence grew over time, it also took the role of an effective PPC marketing tool, first as AdSense and now as Google Ads. As trends change, Google will continue to add new features in Google Ads to allow marketers and users to benefit mutually. This ensures a more stable profit for companies while giving their customers the freedom to choose which form of ads they’re presented with.
As such, partner companies must make the best use of Google Ads’ current and upcoming features, especially when it is an avenue that has great potential to uplift a business through perfectly generated and positioned ads.
PPC Marketing remains one of the biggest trends in marketing today, and it will likely continue to dominate in the coming years, with Google and Google Ads at the forefront. This is why business owners and marketers need to understand, research, and effectively use the new features Google Ads rolls out and be the pioneers of this new marketing era.