So, how do you get in the 4.08%?
In a very, very high-level nutshell:
- Target the right keywords (topics people are searching for in Google)
- Get more backlinks (other domains linking to your own)
- Consider search intent in your page content
Let’s look at search intent.
Depending on the keywords you use, Google interprets your request accordingly. Take a search for sunglasses, it could be:
- Informational (i.e. ‘polarised sunglasses meaning’)
- Navigational (i.e. ‘ray ban’);
- Transactional (i.e. ‘cheap sunglasses’ or ‘buy sunglasses’)
Generally, 80% of search intents are informational, and navigational and transactional search accounts for 10% a piece.
Since the bulk of Google search is essentially research, capitalise on it by considering question words when developing your content, like:
- How can I
- What is
- How to
- What are the benefits of
- How do/does
- Ways to
We’ve mentioned a ‘they ask; you answer’ methodology for websites before. It’s a great way to optimise your pages for search intent. What’s even better is that 53% of visitors are happy to provide contact details in return for informational content, so search intent = more visitors AND more leads.