Every year, the major search providers claim that online marketers need to take the time to refocus their operations based around some new trend. In general, these are reiterations of various themes that should have always been emphasized to begin with. User intent, however, is the current issue that has the SEO industry buzzing and it's one that didn't receive anywhere near as much promotion in the past as most other concepts.
When someone types a search term into an engine, most people consider this a keyword that should point to some content that's relevant to the term. Industry analysts are now saying that the type of content is every bit as important as the content itself. If someone were searching for videos about a certain topic, then they might feel frustrated if a search engine continuously brought them to articles that incidentally had the word video in them. Likewise, they wouldn't be too happy if they were looking for a text guide on video production and kept getting links to YouTube uploads simply because an engine locked onto the word video.
Considering that some databases contain more than 1.6 billion different keywords, it's relatively easy for developers to figure out which ones are looking for various kinds of content. Site managers can leverage this knowledge to build more relevant material for users.
When someone keys in a search term like recent news videos, it's likely that the individual is literally trying to find said videos. Some SEO managers have attempted to game the system by putting these terms in large keyword lists in the show notes for their uploads, though it's probably a much better idea to write them organically into the video's description. Podcast hosts can do the same by writing a bit of detail into the XML feed's description tag, which should allow future listeners to easily locate their content.
Those who might have appeared as a guest on someone's show might want to be sure that they have a media packet with this information ready to go for anyone who they collaborate with. As influencer marketing grows in importance, this will become equally as vital since many small business owners will attempt to reach out to an increasingly large number of hosts.
It becomes more of a challenge to figure out user intent when they're searching for documents, which has given rise to some new tricks.
Bing and Google users can type filetype: followed by a format name after their posts in order to locate a specific type of file. Usually, they're looking for PDF documents, which might mean that you need to create a few to satisfy a certain niche. Those in the scientific and engineering fields will likely want to author a number of PDF files to meet the needs of these searchers. Make sure that you pick out SEO friendly filenames that clearly state the meaning of said file.
Each name should be between 50-60 characters and use underscores instead of spaces to delimit words from one another. You shouldn't just give filenames a date or some other irrelevant piece of information. The same goes for those who are hosting plain text documents or EPUB books, since these are often searched for as well.
Improving your ranking with those looking for very specific information is going to take more than creative naming practices, however. Make sure that you're working with tools that are specifically designed for your market niche. Those in the dental, scientific, optical and related fields need to be more careful when it comes to SEO technology so they'll want to opt for certain tools to do the job.
Chances are they'll also need to wrestle with the issue of spam.
Black hat SEO techniques have never been limited to HTML. PDF spam has existed since at least 2007, and it's on pace to get much worse as a result of the popularity of eBook download sites. A number of creative spam artists are actively uploading hundreds of documents that are cleverly named to look like popular books. When end users open them, however, they're just loaded with links. Few of these ever feature a proper electronic signature, so Google and Bing will quickly rate them down if anything else better comes along.
As a result, you should feel free to create as many focused documents that meet the same keywords as you deem necessary. Those who are trying to match the names of certain written works may want to upload in-depth reviews, which will appreciate in the search rankings much faster than spam ever could. Assuming you take the opportunity to add an in-document link that goes back to your homepage, you might even find out just how many new visitors such a policy can attract in a world where user intent is often the most important limiting factor.