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Three Steps to Answering User Intent with Home Improvement Marketing Copy

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Posted On: April 30, 2019

Are you providing the comprehensive content Google wants to serve users? It’s a “quality over quantity” game, so longer copy isn’t always considered more comprehensive.

One of the things Google wants to know is whether your home improvement marketing content serves user intent. If it does, individuals spend more time on your pages and navigate to other content on your site—behaviors that can drive up your ranking in search results.

Google divides search intent into four major categories:

  • Want to do: The searcher wants instructions on how to accomplish something or the location of an activity.
  • Want to know: The searcher wants knowledge, data, or instruction.
  • What to go: The searcher wants an address, recommendations, or directions to specific types of places.
  • Want to buy: The searcher is interested in goods or services.

Here are three tips for creating home improvement marketing content that answers intent comprehensively:

1. Choose an Intent Category
First, decide which of Google’s four major areas of intent will be the focus of a piece of content. Yes, content can address more than one intent, but by choosing a primary category, you can tailor it appropriately.

You might decide to create content answering the “want to know” intent with regard to installing new windows. The content might focus on explaining those services and benefits, but you could include calls to action (CTAs) and also buy links.

Alternatively, content that caters to the “want to buy” intent might assume homeowners already know why they need new windows and concentrate instead on why you’re the right provider for the job.

2. Conduct Keyword Research
Determine what phrases people are using to find content in your niche. Keywords can be included on your page for SEO purposes, but they also help you create intent-driven content.

3. Align Content with Keyword Concepts
You might find that “guide to choosing window blinds” is a trending keyword, which indicates that people are looking for step-by-step instructions on how to select the right blinds.

The content you create for this intent should be different from content created for keywords such as “tips for choosing curtain colors.” A guide is typically long and very detailed; tips might be delivered in a short list.

Answering intent with content is a good home improvement marketing practice. It lets you align your efforts to where the person is in the buying journey. And if all this sounds a bit too complicated, you can work with a home improvement marketing company to ensure your content performs well with homeowners and with Google.

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