Knowing the how and why behind a keyword can make all the difference in results. Which is why understanding user behavior will help you choose the right keywords and phrases. Studies have shown that as users become more familiar looking for stuff on the internet, they become better at it. I know I have.
At best SEO is like a house of cards, and in this case the best SEO campaign and high rankings won’t help you if you don’t take user behavior and preferences into consideration. It starts with things as simple as what keywords and phrases you choose to rank for. If you pick a keyword or phrase your ideal customers and clients aren’t looking for, your content, and your offer won’t match, and consequently the ranking for that keyword ranking is not doing you any good.
But it goes much deeper than that. What the search engines (Google in particular) want to see is when someone clicks on a high-ranking search term, is some teeth to the end result. They want someone to click on the link, go to your site and spend some time there consuming your content. What they don’t want to see are low clicks (in comparison to other search results on the same page), or worse have someone click through to your site, hit the back button, and then go look at a different site.
What does this mean to you as a content provider? Plenty!
Always create your content for your target audience first. If you’re looking at a list of keywords you want to create content around, ask yourself if a particular search term matches your audience and the content you share. If so, go ahead, if not, move on to a better keyword choice.
Then sit down and write your content with the reader first in mind. Once done and polished go back and look at the title. Are you using the keyword in the title? If not, can you rework it and still have a compelling title. Remember this will be the headline that shows on social media and in the search results. The same goes for metadata like the description and the URL. If you’re not sure what I’m talking about, go do a google search and look at what those individual search results look like.
Last but not least, scan through the content to ensure you’re using both the keyword once (or twice) in the content, and any related words and phrases. Search engines are smart, and these latent semantic keywords (terms and phrases that are similar or related to a webpage’s target keyword) to help them determine what your content is about.
With well-written, targeted content you will ensure your audience clicks and sticks, which will help you move up in the search engine rankings. Not sure if that’s the kind of content you’re creating? Ask your readers if this is what they were looking for. If it isn’t, they will tell you.