The last time you tried to find something with a search engine, did you think, “which strategic keywords will likely be on the site I want?” or did you think “I want to fix my bicycle so I’ll type in ‘how to fix a bicycle'”?
As someone interested in SEO, you may have been thinking about strategic keywords. Would someone interested in bicycles be thinking about keywords?
Probably not. They’d be thinking about bicycles, and that would be their intent.
Moz just asked some similar questions in Laura Lippay’s article on content strategy, and there’s some great content there along with examples and an interesting string of comments at the end. In Lippay’s view, audience intent wins over keywords as a motivation for content.
For instance, a person interested in bicycles would probably be interested in a site that is a source of bicycle-related ideas, pertinent content, authoritative reference material and discussions as well as a few products and some great humorous memes to share. They come to the site because it has stuff they are interested in (how to fix a bicycle) and come back because it continues to interest them. These interested visitors are more apt to buy what the site sells because there is a history of visits and they trust the site. That’s a win.
To quote Laura Lippay, “It all goes hand-in-hand. When you create something that your audiences like, that they link to more, share more, and engage with more, it’s likely to affect search engine rankings and traffic, too.”
What do you think? Would you agree?
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