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用适合的文章布局来匹配搜索意图

上周答应圈友,分享一些如何人工润色 AI 生成内容相关的信息。但是这个话题真的很大,以我的能力,绝非三言两语能说明白的。索性将这块主题拆开,慢慢输出。

目前我的想法是,将这个话题拆分为四部分,分别是:匹配搜索意图、搜集本土化素材、ChatGPT 素材生成,文章素材整合。其中,“ChatGPT 生成素材”这个部分内容,已经在星球整理出了完整的 Prompt 流程,这里便不重复了。

今天便说说,使用合适的文章内容布局来匹配搜索意图的问题。

都知道,不同的搜索词代表不同的用户意图。比如,用户搜索“How …”,可能就表示他想找一份保姆级的指南来解决某个具体问题,搜索“What…”可能就表示他想寻找某个问题的答案,等等。

那干脆,将这些搜索意图、相关特征、及文章布局的相关信息整理一下,统一分享出来吧。

需要说明一下,这个过程需要点英文阅读基础,如果一点都不会,那真的干不了这个活。

第一类内容类型:How To Guide.

搜索意图:The user is searching for step-by-step instructions to get a result or outcome.

文章特征:

Title: Include how to, target keyword, number of steps, and a result or outcome.

Introduction: Invite the reader to learn about the target keyword and the benefits or outcomes by following the instructions in this article.

The introduction should include three elements:

  • Learn –> “how to” –> keyword
  • get a specific benefit
  • from these number of step-by-step instructions

Headings:

  • What is the target keyword?
  • Step 1 (followed by instructions)
  • Step 2 (followed by instructions)
  • Step 3 (followed by instructions)

Conclusion and Call-to-Action:

Remind the reader of the outcome or result achieved by following these steps and include a call to action.

第二类内容类型:What Is Article.

搜索意图:The user seeks an answer to a question.

文章特征:

Title: Include “what is” and the target keyword in your title.

Introduction: Define the target keyword, how it is used, and ways to get started.

Headings:

  • What is keyword
  • Why keyword is important
  • Examples
  • Tips or reminders

Conclusion and Call-to-Action:

Remind readers “what this is,” point them to other resources on your website, and include a call-to-action.

第三类内容类型:Best Post.

搜索意图:The user wants to find, use or buy from a recommended list of products, services, or solutions.

文章特征:

Title: Include a number, the word ‘best,’ the target keyword, and other terms such as “for/to buy/near/on/to” and the year.

Introduction: Invite the reader to read suggested products, services, or resources that could help them find, choose or use.

Headings: There are 4 components to writing about each product or service.

  • What is this product?
  • Features and benefits
  • Who uses it
  • Pricing and link to the product

Conclusion and Call-to-Action:

Conclude with a recommended item on the list and its benefits along with a call to action.

第四类内容类型:List Post.

搜索意图:The user seeks recommended resources, products, services, and tips

文章特征:

Title: The listicle title should contain a number and include the target keyword.

Introduction: Write an introduction that includes the number of items, the target keyword, and how this list benefits readers.

Headings:

  • List Item 1
  • what is it
  • how to use it
  • supporting resources

Conclusion and Call-to-Action:

Write a conclusion and encourage readers to try a tip, technique, or strategy from your list.

第五类内容类型:Service Page.

搜索意图:The user wants a service that solves their problem.

文章特征:

Title: The page title should include the service name, adjective describing the service or a benefit. Local businesses should include the location they serve in the page title.

Introduction: Introduce how the company can help and encourage readers to learn more about their service.

Headings:

  • Problem – Describe the problem or hurdle faced relating to the service.
  • Solution – Outline the benefits of the service and list sub-services.
  • Steps/Process – List the process or actions used to deliver the service.
  • FAQS – Include frequently asked questions readers have about your service or their problem.
  • About/Why us? – Write in a convincing way to help customers choose the company or service.
  • Proof – Provide and describe case studies and results using the service and testimonials or quotes from satisfied customers.

Conclusion and Call-to-Action:

Add a persuasive call-to-action link to an inquiry page or telephone number at the end of your service page.

第六类内容类型:Product Review.

搜索意图:The user is familiar with a product, wishes to know more, or is considering purchasing it.

文章特征:

Title: Include the target keyword, review, and question if the product solves a problem or delivers a result.

Introduction: Invite the reader to read your review and determine if this product is right for them or their business.

Headings:

  • Product Summary
  • Who the product is for
  • The first feature
  • The next feature
  • Proof – include ratings, reviews, testimonials, or quotes
  • Alternatives – list and describe alternative products

Conclusion and Call-to-Action:

A conclusion should include your opinion about the product and a call to action.

第七类内容类型:Comparison Article.

搜索意图:The user wants to see the features and benefits of competing products or services before buying the right one.

文章特征:

Title: Include the 2 products or services you are comparing. e.g., Blue Yeti vs. Rode. Which is the best USB Microphone?

Introduction: The introduction of the comparison article should explain what you are comparing, why and encourage users to read the article.

Headings:

The reader can learn about one product or service before moving on to the next using this heading structure.

  • Product, Service, Company A
  • Product, Service, Company B

The product or service features are emphasized in this structure, and the reader gets a direct side-by-side comparison with this heading structure.

  • Feature 1
  • Feature 2

Conclusion and Call-to-Action:

The conclusion should recommend which product, service, or company is the best choice for a particular task, outcome, or budget: and include a call to action.

第八类内容类型:Alternatives Article.

搜索意图:Users may know about or are dissatisfied with using a product, service, or company and want another similar solution.

文章特征:

Title: Include the number of alternatives and the target keyword in your title.

Introduction: Let readers know you will be explaining details about several alternative products or services related to the target keyword.

Headings:

  • What is the target keyword?
  • Alternative 1

Conclusion and Call-to-Action:

Add a conclusion or a recommendation on which product, service, or company is the best option for a particular task, budget, or outcome and include a call to action.

以上八种内容类型,便是我们在写文章时经常使用的,且都是有固定套路可供模仿的。因为篇幅原因,暂时不列举具体案例了。


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