Keywords are just the tip of the iceberg of the SEO semantic strategy. It starts with users and their information needs: keywords are the concise expression of these needs. In fact, the need for information indicates the user's search intent, the reason why people perform specific searches on the internet. Although the need for information is the cornerstone of any communication objective, the awareness of having to go to the source of users' needs is the result of two major algorithm updates in 2013 and 2014: Hummingbird and Rankbrain, which allow Google to better understand the motivation behind user searches and provide more precise answers, including through the use of machine learning systems, to determine the most relevant results.
Why information needs are analysed?
Information needs can be explicit or latent, which complicates their analysis and understanding.
To identify and fully understand them, Like Reply adopts an analysis that covers the website, the business, its objectives, users and competitors. This also includes SERP analysis and the use of specific tools and software.