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。