Google has done a lot of work in trying to find ways to understand more about user intent behind a search. 

Google has evolved from matching keywords in a search query to keywords on a webpage. Audience research also needs to be carried out, so that a content plan can be created, targeting search queries that their customers have made. After this, it will be simple to create content specially for the user’s intent.

Here are a few ways you can research your audience’s intent and identify the type of content that is best suited:

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SEMRush is a third-party tool that allows you to gather informational queries where a site may already possess visibility or where competitors have visibility. SEMRush contains over 80,000,000 keywords and 40,500,000 domains in as many as 100 organic search positions. SEMRush also has a Keyword Difficulty tool, helping you identify which keywords to target and which are difficult to rank for. The keyword difficulty index shows users how challenging it is to take on your competition with particular phrases and search terms and the higher the percentage, the more you’ll need to push to outrank competitors for every targeted keyword.


Looking at SERPS

The type of results returned for a search query will offer you information on how to produce content for that particular search query.

You should monitor and review Google SERP’s for your website’s most significant search queries, which can offer an insight into what content works best with which search queries.


Google Suggest 

Using the Google Suggest tool can offer extra information on informational queries. When you search for ‘what is chocolate’ you are offered more information – the top related searches. This data can be merged with search volumes to produce new site content.


If you would like more information about the digital marketing services we offer here at Hooked On Media, please do not hesitate to contact us.