How to research and think about search intent

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Search users may not be able to verbalize their needs , so it's important to consider not only search keywords but also the underlying needs and problems.

Here are four ways to dig deeper into search intent:

Considering personas based on search keywords
A persona is a specific description of a search user.

A persona includes not only basic information such as name, age, and gender, but also lifestyle and values ​​such as occupation, hobbies, and family structure. By creating a persona, you can create content that is tailored to the needs and problems of search users .



However, it is important to note that there is no need to comprehensively set up personas for items that do not affect search intent even if they are set. For example, our company provides ecuador mobile phone numbers database website production and marketing support for corporations, and even if you consider the persona's hobbies, it is rare for them to affect search intent, so in many cases there is no need to set them.

Consider apparent needs from search keywords
When thinking about search intent, it is also important to consider the apparent needs based on search keywords.

Manifest needs are the needs or problems that search users are aware of. Manifest needs can be read directly from search keywords .

However, explicit needs alone do not allow us to understand the true needs of search users.

This is because explicit needs will not appear in search keywords if search users cannot verbalize their needs. Therefore, it is necessary to consider the latent needs behind explicit needs.

Consider potential needs from related keywords
Related keywords are useful when considering potential needs.

By examining not only search keywords but also suggested keywords , co-occurring words, re-search keywords, and PAA (questions searched by other users), you can grasp the search intent in three dimensions rather than just looking at a single search keyword .



As an example, let's consider the potential needs of users who search for "SEO keywords."

When searching for suggested keywords, you will find "SEO keyword selection" and "SEO keyword tool," which will bring to light the need to know how to select keywords and what tools are available to research keywords .

When we looked into the re-search keywords, we found that many users were searching for "SEO keyword insertion method." In this case, we can predict that there is a need to know how to best use keywords when creating content.

Furthermore, if you think about why these needs exist, by selecting keywords and creating SEO-optimized content, you can see the goal of attracting customers and obtaining conversions through SEO strategies .



In this way, by researching related keywords, you can make hypotheses about what search users really want to know. It's easy to research related keywords using a keyword research tool .

Research needs through QA sites and social media
To gain a deeper understanding of search users' needs, it is also effective to conduct research using Q&A sites and social media.

For example, on Q&A sites such as Yahoo! Answers and Quora, users post specific questions , and by analyzing these it is possible to understand existing and potential needs. On SNS, by investigating user posts, it is possible to understand user needs and trends.

By investigating these sources and gaining a deeper understanding of search intent, you can create SEO content that better meets user needs.

Understand search intent from top ranking site analysis
Analyzing top-ranking sites involves entering search keywords into a search engine and examining the content of the sites that rank highly .

By analyzing the top-ranking sites, you can understand the characteristics and trends of content that is currently highly rated by search engines (i.e. content that is judged to meet the search intent).



A common mistake made when analyzing top-ranking sites is thinking that "it is enough to cover the content of each top-ranking site."

Not all content on top-ranked sites necessarily matches search intent. Content quality is higher when there is no unnecessary content for users, so it is a mistake to simply aim for comprehensiveness .



After understanding search intent using the above ideas, create an article following the SEO article writing method that makes it easier for articles to rank highly .