What is the search intent? Content creation using search methods and search keywords

Thinking about content from the user's perspective is very important. If you can't optimally provide the information that users want, the effectiveness of content marketing will be halved. Make sure you know what content matches your users.

  • User needs are keyword search volume
  • Look up keywords using the keyword planner
  • Understand "search intent"

What are user needs?

The first thing you need to know about content marketing is the needs of your target audience. Each marketing has a different definition of user needs, but content marketing needs refer to the search volume of search keywords. The fact that a keyword is searched a lot means that many users are looking for information about that keyword. To do content marketingYou need to find out what keywords your target users are searching for a lot, and think ahead of time what information they are looking for.Then, the information that the user wants to know will be linked to the work of preparing content that conveys it in more detail and politely.

Utilize the keyword planner

A typical tool that can understand the needs of users is the keyword planner provided by Google. Although it is positioned as a tool within Google's Web advertising service "Google AdWords (https://www.google.co.jp/adwords/)", it can be used for free as long as you have an account with Google AdWords. Therefore, I definitely want to use it positively. You can display the "Keyword Planner" screen by logging in to Google AdWords and clicking "Operation Tools" → "Keyword Planner".
Keyword planner image 02
In the keyword planner,You can easily check the search volume of keywords searched on Google.All you have to do is click "Get Search Volume and Trends" on the "Keyword Planner" screen, enter keywords in the "Option 1" input field, and click "Get Search Volume". The screen displayed at this time also shows the competitiveness of the keyword, so you can understand how much the competitors are focusing on the keyword. again,You can also look up new keywords related to a product or service and their search volume.To do so, click "Search for new keywords using phrases, websites, and categories" on the "Keyword Planner" screen, and enter the name of the product you are dealing with in the "Products and services to advertise" input field. Then, click "Get Candidates" → "Keyword Candidates". Yahoo!'S web advertising service "Yahoo! Promotional Advertising" also has a "keyword advice tool" as a similar tool. However, since it requires a business account and whether or not listing ads are operated, we recommend the Google AdWords keyword planner if you want to investigate easily.

Keyword classification

When investigating keywords using a tool such as a keyword planner, I definitely want to classify keywords in order to better understand the needs of users.

There are four main types of keywords, each with its own unique needs.When there are many keywords with a large search volume in a specific type, it is possible to narrow down the needs of users more efficiently by judging from the characteristics of that type.Probably.
Content classification image-02

Understand search intent

Once you have selected the keywords, you will be creating the content, but the important thing here is to understand the search intent. It is quite difficult to understand that "this is the correct answer",It is important to prepare information that is one step ahead of the information that users want to knowis. So to speak, it is "front pear".

If you can do this, it will affect the title of the site and the click rate will change.
For example, for the keyword "Okinawa February temperature". What kind of content would you make?

"The temperature in February in Okinawa for the last 10 years! 2009 is the coldest !?"

That may not be a mistake. Perhaps some people want detailed temperature data for each region.
However, in the part of "Omotenashi" that I would like to talk about here, the user wants to know "I hear that Okinawa is warm, but is it cold in winter? What kind of clothes should I wear?" In February You can imagine that people who are considering traveling to Okinawa are worried about their clothes.

"Notes on the temperature and clothes in Okinawa in February! Introducing your belongings!"

This is kinder, and for the user, "Oh yeah, I wanted to know this!"

Search intent = What is frontier? Solving potential worries in the minds of users who have worriesLet's be aware of.

Utilize Yahoo! Chiebukuro

Image of Yahoo! Chiebukuro
A knowledge search service operated by Yahoo! JAPAN, where participants share their knowledge and wisdom on electronic bulletin boards. It is also abbreviated as Chiebukuro on the top screen of Yahoo! JAPAN.

Since you can refer to the majority of opinions, how to find out what kind of questions are asked and how many users actually feel about the "keyword" that they want to know. It's perfect.

I checked it in "Okinawa February temperature" earlier.

Image of Okinawa search intention

After all, many people want to know about clothes for travel and school trips.

In this case, it was in line with the image, but on the contrary, if it is different from your own idea, keep it as important data.
This is your chance to increase new withdrawals, asking, "Well, do users want to know more about this than expected?"

Image from related search keywords

It's also important to explore superficial concerns using the relevant search keywords that appear below the search results.
Related search keywords
I see, because it's Okinawa, many people go for "snorkeling" as well.

Check for top-ranked conflicts

Earlier, I picked up superficial worries, so the important thing here is not to judge only by the title or the superficial content of the site.
Specifically, let's take a look at the "contents" returned by competing sites from 1st to 10th.

Check out the ones whose expressions are helpful and the contents that are not touched much in total.
It is a good idea to work on the content creation of your own site by referring to the superficial troubles picked up in this way and the content of the competition.

summary

As I mentioned earlier, when you look up the word search intent, there are various interpretations, and what you do does not mean that you are "correct" or "rank up."
In order not to become a site that summarizes information in a selfish manner, let's aim for a content site design that is evaluated by both users and search engines with a feeling of being a step forward.

Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"
Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"