Why User Intent & User Experience Matter
It's often said that getting traffic to your website is the name of the game. Maybe yes, maybe no. That's only part of the game in today's competitive landscape. Gone are the days of thinking "if I build it (my website), they will come".
Focusing on the right keywords, improving rankings for those keywords and driving traffic to your site from these words satisfies the user intent (referred to from here on out as UI). When someone goes to a search engine to look for something, they are trusting the search engine to return relevant results related to their search query. Properly utilizing said keywords as a part of your online marketing strategy will get people to your website.
We trust the search engines to be our best "little black book"; that is, we expect they will show us resources that help to satisfy our itch. We want them to answer questions for us, and we want them to give us high quality results that truly educate us on what it is we're looking for. Quality information is the key to survival and the key to success. As a website owner, this means you must focus on the intent of the user's search. Bad content, then content and content created "just to create content" will leave a user less than satisfied, and unlikely to dig deeper into your site.
Once you have successfully driven the user to your site, by answering their intent, it's now time to focus on the experience you provide them. If you're an HVAC contractor, and the topic of conversation is "why does it smell funny when I turn on the heat", you should do your best to educate the user. Talk to them about common symptoms of the smell, what it means, how they can perform a quick checkup and how they should know if there is a "larger problem" at play. Don't try to sell them anything...explain what they can do themselves and when it's time to "call a professional". Don't tell them you service heating systems; that's not satisfying their intent when they performed the search. Don't talk over their head, and don't assume anything. They came looking for information and education. Find a way to give it to them.
Also, keep in mind that not all people fall into the same buyer persona. There may be multiple angles, from a marketing perspective, that you need to take with your website's content. For example, if I'm a CPA, knowing that somone searched for "business tax prep" may not be enough for me to start marketing to them. Are they a small business, a large business, a local company, a multi-national firm or a non-profit? I would want to cater a unique message to each of those target markets. And the message(s) would be unique, each applying to a specific segment of the marketplace. Don't just apply a "one size fits all" approach; users don't want that kind of experience. They want you to talk to them like they are the only people on the planet.
When you understand how user intent and user experience go hand-in-hand together, your website will improve. Your users will be happier, they will request more information and conversion rates will improve. And that's how you put a smile on everyone's face. Remember, the happiest customers are those that are educated, informed and engaged. Please contact us to learn more!