Myself, Luca Tagliaferro, have one product: SEO consultancy, which includes a multitude of services: WIX SEO Consultant, Content Marketing, SEO Audits for companies that want to just hire me to do SEO for them. At no point I tried to rank for “SEO consultant” with a guide trying to educate searchers with lots of information, despite this keyword has a clear “informational” intent. Producing a guide for that term would not help searchers accomplish anything, because searchers already know who is an SEO consultant, what he/ she does and don’t need to be explained further.
The keyword is clearly transactional, not informational, and the underlying goal of the searcher is to make an enquiry on how much the SEO services cost and what value Canada Phone Number List those services bring to their website. If I wrote about who is an SEO consultant, I’d probably not be able to rank on top 3 positions in the UK for that keyword and all of the variants. If I had to write a guide on “Who is an SEO consultant” following the “informational” label that SEMRush is providing, I’d write about job role, skills of an SEO expert and hope that, at some point in the future, Google would love my guide and rank it high.
But it’s not Google that has to like it, it’s the user. This is what most bloggers and content marketers get wrong when writing content. They optimise for search engines, not for people. They write a piece of content to make Google happy. What I do instead, is identify the underlying goals searchers have and what criteria users (not Google) use to evaluate results, then I create content to rank for those keywords and include all of the goals and jobs that need to be done by the searcher. When you satisfy the searching goal and understand the criteria people use to evaluate your content, search engines will follow your lead, instead of you following search engines hoping for better ranking.