Three Steps to Answering User Intent with Funeral Home Marketing Copy

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 funeral home marketing content serves user intent. In other words, are you providing information that answers the questions families have about at-need services or prearrangement options?

If your content does match intent, families 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 particular services.

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

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

For example, you might decide to create content answering the “want to know” intent with regard to preplanning cremation services. The content should 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 individuals already know about preplanning and concentrate instead on why you are the right provider.

2. Conduct Keyword Research
Determine what phrases people are using to find content in your niche for a particular intent. 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 preplanning burial” is a trending keyword, which indicates that people are looking for step-by-step instructions on how to preplan their final arrangements.

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

Answering intent with content is a good funeral home 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 for your liking, you can work with a funeral home marketing company to ensure your content performs well with families in need and with Google.

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