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BEST PRACTICES & STRATEGIES

Online communication should be needs-

oriented to remain relevant for search

queries

SEO with informative, high-quality content to cre-
ate early and at the same time sustainable touch-
points. This greatly increases your chances of a
subsequent transaction. Branding and transaction
potentials are mainly exploited when the content
of a website responds to the needs of the target
group on the one hand and takes place in the
company's topic area on the other. Therefore, be-
fore building, expanding, or optimizing websites, it
is necessary to research the search intent for the
targeted keyword cluster. This search intent
serves as the basis for the overall website design.
Because if you are looking for a specific topic, you
Users no longer search the Internet for are usually also interested in its various sub-
information using just keywords, but rather areas. It's about filtering the most important areas
complex questions that sometimes require and displaying them directly on the landing page
interpretation. In response, search engines are as this achieves higher conversion rates and max-
now focusing on website content that also best imizes traffic.
covers other potential interests of their users.
That means that to remain relevant for search 3. Content creation made easy: "You can do some
queries, companies must adapt to this of this keyword research yourself," says Lillian
development and tailor their online Haase, Searchmetrics CMO. “There are search
communication to needs on the basis of a engines that themselves offer useful tools for iden-
comprehensive keyword analysis. tifying relevant topics, such as the Google Auto-
Complete function, which suggests additional
Searchmetrics, a global provider of search data, soft- terms for a search query. But when it comes to
ware, and consulting services, has identified three best identifying relevant keywords in connection with
practices for using search intent to optimize content: the semantic optimization of texts, software solu-
tions are the most efficient option. With them, po-
1. Analyze and improve competitive content: tential topics can be identified and exploited in the
Most websites seem to only focus on collecting as best possible way.”
many leads, traffic and conversions as possible,
but quality comes before quantity: unique content For example, data-driven text programs show authors
as a USP is a simple and efficient lever to gener- relevant keywords on the topic while they are writing
ate more sales through a website. Analyzing an and classify them at the same time. Each topic has
audience’s apparent search intent helps create core keywords that should be used for SEO, as well as
the content that the target group really needs and recommended keywords used by competitors and addi-
wants. tional keywords that are less relevant. These keywords
should be included in the text to a certain extent to
2. Focus on informational search queries: Most meet user expectations and be classified by Google as
people want to inform themselves before buying relevant for corresponding search queries. Hence, the
and use search engines on the Internet for this time-consuming SEO research is no longer necessary
purpose. In this early phase of the sales funnel or for the authors. ◊
customer journey, potential buyers are particularly
receptive. Therefore, it is important to focus on By Daniela La Marca

24 July 2022: Search Marketing