{"id":36153,"date":"2020-01-16T18:45:21","date_gmt":"2020-01-16T18:45:21","guid":{"rendered":"https:\/\/www.nettl.com\/uk\/?p=36153"},"modified":"2021-03-25T16:24:23","modified_gmt":"2021-03-25T16:24:23","slug":"understand-deliver","status":"publish","type":"post","link":"https:\/\/www.nettl.com\/uk\/understand-deliver\/","title":{"rendered":"Understand and deliver"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m6p6uk1-ea61b5819c93de524af3ec92a14f523e\">\n.avia-section.av-m6p6uk1-ea61b5819c93de524af3ec92a14f523e{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/Road-1600-800.jpg.webp);\nbackground-position:50% 50%;\nbackground-attachment:fixed;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-m6p6uk1-ea61b5819c93de524af3ec92a14f523e main_color avia-section-default avia-no-border-styling  avia-builder-el-0  el_before_av_section  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data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/Understand-Type-550.png&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/Understand-Type-550.png 500w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/Understand-Type-550-80x45.png 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/Understand-Type-550-300x167.png 300w&quot;}\" \/><\/div><\/div><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kd31jyp-01e5d7d3c2e3bb8cf89629c97abc837d\">\n.flex_column.av-kd31jyp-01e5d7d3c2e3bb8cf89629c97abc837d{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-kd31jyp-01e5d7d3c2e3bb8cf89629c97abc837d av_one_fifth  avia-builder-el-4  el_after_av_three_fifth  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5k9m1d-51091cc6eb2dd90d7c5815284b949ef3\">\n#top .hr.hr-invisible.av-k5k9m1d-51091cc6eb2dd90d7c5815284b949ef3{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-k5k9m1d-51091cc6eb2dd90d7c5815284b949ef3 hr-invisible  avia-builder-el-5  el_after_av_one_fifth  el_before_av_font_icon '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jll44fl-95d20342f06ddeed53c111ec532523c3\">\n.av_font_icon.av-jll44fl-95d20342f06ddeed53c111ec532523c3{\ncolor:#ffffff;\nborder-color:#ffffff;\n}\n.av_font_icon.av-jll44fl-95d20342f06ddeed53c111ec532523c3 .av-icon-char{\nfont-size:60px;\nline-height:60px;\n}\n<\/style>\n<span  class='av_font_icon av-jll44fl-95d20342f06ddeed53c111ec532523c3 avia_animate_when_visible av-icon-style- avia-icon-pos-center avia-icon-animate'><a href='#understand'   class='av-icon-char' aria-hidden='true' data-av_icon='\ue89f' data-av_iconfont='fontawesome' ><\/a><\/span>\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='understand'  class='avia-section av-2qwy3ht-bdc345c8d3b2387c552c5f5e24991c4c main_color avia-section-default avia-no-border-styling  avia-builder-el-7  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-36153'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f\">\n.flex_column.av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f av_one_fifth  avia-builder-el-8  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div av-hide-on-mobile av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-28z32gh-8306082e681bdb1a559cb023abad5737\">\n.flex_column.av-28z32gh-8306082e681bdb1a559cb023abad5737{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-28z32gh-8306082e681bdb1a559cb023abad5737 av_three_fifth  avia-builder-el-9  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1>Understand<br \/>\nand deliver<\/h1>\n<p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152\">\n.av_font_icon.av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152 .av-icon-char{\nfont-size:1em;\nline-height:1em;\n}\n<\/style>\n<span  class='av_font_icon av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152 avia_animate_when_visible av-icon-style- avia-icon-pos-left av-no-color avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue862' data-av_iconfont='entypo-fontello' ><\/span><\/span>\u00a0<em><strong>approx 3 minute read<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-12  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Is that your final answer?<\/h2>\n<h2>Well, no, actually. I\u2019m going to take a few guesses.<\/h2>\n<p>Imagine you&#8217;re on the tv quiz show &#8216;Who Wants To Be A Millionaire?&#8217;.<br \/>\nThere\u2019s a question. You have 4 choices. You&#8217;d read each one, right? Probably twice. You might even phone a friend.<\/p>\n<p>We don&#8217;t browse websites this way. Faced with multiple choices, we&#8217;ll click on the first thing that seems remotely plausible. And we&#8217;ll just try again if we get it wrong.<\/p>\n<p>You\u2019ve been there before, only to think <em>&#8220;Oh snafflegoof! That\u2019s not what I was expecticating at all&#8221;<\/em> and you\u2019ll hit back, and try another.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-14  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-1ff6d76837be067cd5dbcae754621f69\">\n.avia-image-container.av-h2771v5-1ff6d76837be067cd5dbcae754621f69 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-1ff6d76837be067cd5dbcae754621f69 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-1ff6d76837be067cd5dbcae754621f69 av-styling- avia-align-center  avia-builder-el-15  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-36171 avia-img-lazy-loading-not-36171 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/doors-900.jpg.webp\" alt='choice' title='doors-900'  height=\"600\" width=\"900\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/doors-900.jpg.webp 900w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/doors-900-80x53.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/doors-900-300x200.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/doors-900-768x512.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/doors-900-705x470.jpg.webp 705w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/doors-900-272x182.jpg.webp 272w\" sizes=\"(max-width: 900px) 100vw, 900px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/doors-900.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/doors-900.jpg 900w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/doors-900-80x53.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/doors-900-300x200.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/doors-900-768x512.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/doors-900-705x470.jpg 705w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/doors-900-272x182.jpg 272w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-16  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Scan and go<\/h2>\n<p>We all want to believe that potential clients read every word of our carefully crafted content but it\u2019s not the case. Instead, humans browse the web recklessly. We scan pages for words and promises that stand out.<\/p>\n<p>It\u2019s the same with the results page that Google gives us.<br \/>\nLots of options and nothing to lose other than time spent on a frustrating browsing experience.<br \/>\nBut now there\u2019s more at stake. Because someone has begun paying attention.<\/p>\n<p>Google has begun experimenting with tests that react to how a user interacts with a SERP (Search Engine Results Page).<br \/>\nThose things include how quickly you might click a link on the results page (where quick is good) and how quickly you might jump back to the results (where quick is bad).<\/p>\n<p>This is different from and in addition to <a href=\"https:\/\/www.nettl.com\/uk\/bounce\/\">bounce rate<\/a>, which is where visitors only view one page on your site before leaving quietly.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-18  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-c0912d50a84de463b856b8559aa04f0f\">\n.avia-image-container.av-h2771v5-c0912d50a84de463b856b8559aa04f0f img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-c0912d50a84de463b856b8559aa04f0f .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-c0912d50a84de463b856b8559aa04f0f av-styling- avia-align-center  avia-builder-el-19  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-36172 avia-img-lazy-loading-not-36172 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/leap-600.jpg.webp\" alt='leap' title='leap-600'  height=\"600\" width=\"900\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/leap-600.jpg.webp 900w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/leap-600-80x53.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/leap-600-300x200.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/leap-600-768x512.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/leap-600-705x470.jpg.webp 705w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/leap-600-272x182.jpg.webp 272w\" sizes=\"(max-width: 900px) 100vw, 900px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/leap-600.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/leap-600.jpg 900w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/leap-600-80x53.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/leap-600-300x200.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/leap-600-768x512.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/leap-600-705x470.jpg 705w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/leap-600-272x182.jpg 272w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-20  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>How did we do?<\/h2>\n<p>To a large extent, <a href=\"https:\/\/www.nettl.com\/uk\/seo\">SEO<\/a> has always been about relevance. Relevance and authority.<br \/>\nIt\u2019s the search engine\u2019s job to show you the most relevant information to your query of course.<\/p>\n<ul>\n<li>How relevant is your website to the search phrase?<\/li>\n<li>What chance does your website have of answering the query?<\/li>\n<\/ul>\n<p>Real people are having a say. Casting a vote. Not just with their visitor numbers, but now with how they feel about a website.<\/p>\n<p>Humans, not just Googlebots, are judging how useful, helpful and relevant your page, website and business is. And then Google is using those metrics as feedback which, combined with hundreds of other factors, determine your position on the page.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-22  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-1fdf00c64c49cacd3326f1245cfd6e9f\">\n.avia-image-container.av-h2771v5-1fdf00c64c49cacd3326f1245cfd6e9f img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-1fdf00c64c49cacd3326f1245cfd6e9f .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-1fdf00c64c49cacd3326f1245cfd6e9f av-styling- avia-align-center  avia-builder-el-23  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-36173 avia-img-lazy-loading-not-36173 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/fingers-900.jpg.webp\" alt='happy fingers' title='fingers-900'  height=\"600\" width=\"900\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/fingers-900.jpg.webp 900w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/fingers-900-80x53.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/fingers-900-300x200.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/fingers-900-768x512.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/fingers-900-705x470.jpg.webp 705w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/fingers-900-272x182.jpg.webp 272w\" sizes=\"(max-width: 900px) 100vw, 900px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/fingers-900.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/fingers-900.jpg 900w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/fingers-900-80x53.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/fingers-900-300x200.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/fingers-900-768x512.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/fingers-900-705x470.jpg 705w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/fingers-900-272x182.jpg 272w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-24  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>You get me?<\/h2>\n<p>So how does this affect you? Well, now more than ever, it\u2019s crucial to understand your user. By having a conscious awareness of the intent of your user, you can dramatically improve user engagement, user experience and ultimately conversions.<\/p>\n<ul>\n<li>Why do people visit your website?<\/li>\n<li>What do they want to do?<\/li>\n<li>What information are they looking for?<\/li>\n<li>What questions do they have?<\/li>\n<\/ul>\n<p>By putting those questions at the heart of your website content, you\u2019ll be able to design the topics, layout, and flow of your site. Tackle subjects that your potential customers are really interested in, rather than just a load of &#8216;about us&#8217; company-centric projectile vomit. Blurgh.<\/p>\n<ul>\n<li>Create unique content focused on being of service.<\/li>\n<li>Answer the most popular questions<\/li>\n<li>Help your users do what they came to do<\/li>\n<li>Offer guides, reviews and FAQs<\/li>\n<li>Use personalisation wherever possible<\/li>\n<\/ul>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-26  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-406e5801eac70d3622d723d833b1d755\">\n.avia-image-container.av-h2771v5-406e5801eac70d3622d723d833b1d755 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-406e5801eac70d3622d723d833b1d755 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-406e5801eac70d3622d723d833b1d755 av-styling- avia-align-center  avia-builder-el-27  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-36174 avia-img-lazy-loading-not-36174 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/bearded-guy-mind-reading.jpg.webp\" alt='mind reading by Nettl' title='bearded-guy-mind-reading'  height=\"601\" width=\"900\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/bearded-guy-mind-reading.jpg.webp 900w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/bearded-guy-mind-reading-80x53.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/bearded-guy-mind-reading-300x200.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/bearded-guy-mind-reading-768x513.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/bearded-guy-mind-reading-705x471.jpg.webp 705w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/bearded-guy-mind-reading-272x182.jpg.webp 272w\" sizes=\"(max-width: 900px) 100vw, 900px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/bearded-guy-mind-reading.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/bearded-guy-mind-reading.jpg 900w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/bearded-guy-mind-reading-80x53.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/bearded-guy-mind-reading-300x200.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/bearded-guy-mind-reading-768x513.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/bearded-guy-mind-reading-705x471.jpg 705w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/bearded-guy-mind-reading-272x182.jpg 272w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-28  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>What users actually want vs what we think they want<\/h2>\n<p>Here is a perfect tongue-in-cheek Venn diagram from Steve Krug\u2019s book &#8216;Don\u2019t make me think\u2019.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-76ead529075714ea05fa5e91353bc6d2\">\n.avia-image-container.av-h2771v5-76ead529075714ea05fa5e91353bc6d2 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-76ead529075714ea05fa5e91353bc6d2 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-76ead529075714ea05fa5e91353bc6d2 av-styling- avia-align-center  avia-builder-el-30  el_after_av_textblock  el_before_av_textblock '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-36168 avia-img-lazy-loading-not-36168 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/venn.jpg.webp\" alt='venn diagram ux steve krug' title='venn'  height=\"634\" width=\"926\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/venn.jpg.webp 926w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/venn-80x55.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/venn-300x205.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/venn-768x526.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/venn-705x483.jpg.webp 705w\" sizes=\"(max-width: 926px) 100vw, 926px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/venn.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/venn.jpg 926w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/venn-80x55.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/venn-300x205.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/venn-768x526.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/venn-705x483.jpg 705w&quot;}\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>On the left we have<br \/>\n<strong><em>What the university thinks users visit their website for <\/em><\/strong><br \/>\n<strong><em>vs<\/em><\/strong><br \/>\n<strong><em>What the users are really looking for<\/em><\/strong><\/p>\n<p>Businesses often make exactly the same mistake.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-32  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-8587231a68f6a120abd800ef476f7784\">\n.avia-image-container.av-h2771v5-8587231a68f6a120abd800ef476f7784 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-8587231a68f6a120abd800ef476f7784 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-8587231a68f6a120abd800ef476f7784 av-styling- avia-align-center  avia-builder-el-33  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-36177 avia-img-lazy-loading-not-36177 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/smiling-900.jpg.webp\" alt='smiling-900' title='smiling-900'  height=\"600\" width=\"900\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/smiling-900.jpg.webp 900w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/smiling-900-80x53.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/smiling-900-300x200.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/smiling-900-768x512.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/smiling-900-705x470.jpg.webp 705w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2020\/01\/smiling-900-272x182.jpg.webp 272w\" sizes=\"(max-width: 900px) 100vw, 900px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/smiling-900.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/smiling-900.jpg 900w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/smiling-900-80x53.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/smiling-900-300x200.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/smiling-900-768x512.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/smiling-900-705x470.jpg 705w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2020\\\/01\\\/smiling-900-272x182.jpg 272w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-34  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>How may I be of service?<\/h2>\n<ul>\n<li>Be like Bogdan at the hotel, who\u2019s brimming with local knowledge.<\/li>\n<li>Be like Niamh at the airport who breezily rebooks you onto the next available flight.<\/li>\n<li>Be like Emily in the DIY store who walks you 20 aisles to the right section, then helps you choose the best tool for the job.<\/li>\n<\/ul>\n<p>Adopt a customer-centric approach to your website content and over time you\u2019ll be rewarded with more visitors, more leads and more conversions. The search engines will pay attention too.<\/p>\n<p>Uppitybang your search visibility by talking to your <a href=\"https:\/\/www.nettl.com\/uk\/seo\">local Nettl SEO experts<\/a>.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-36  el_after_av_textblock  el_before_av_button '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap av-jinlazj9-f47f8387f79c7df52db169272c375004-wrap avia-button-center  avia-builder-el-37  el_after_av_hr  avia-builder-el-last '><a href='https:\/\/www.nettl.com\/uk\/studio-locator'  class='avia-button av-jinlazj9-f47f8387f79c7df52db169272c375004 av-link-btn avia-icon_select-yes-left-icon avia-size-large avia-position-center avia-color-theme-color'  ><span class='avia_button_icon avia_button_icon_left' aria-hidden='true' data-av_icon='\ue803' data-av_iconfont='entypo-fontello'><\/span><span class='avia_iconbox_title' >Find your nearest Nettl<\/span><\/a><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55\">\n.flex_column.av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55 av_one_fifth  avia-builder-el-38  el_after_av_three_fifth  avia-builder-el-last  flex_column_div av-hide-on-mobile av-zero-column-padding  '     ><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_2'  class='main_color av_default_container_wrap container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-36153'><div class='entry-content-wrapper clearfix'>\n","protected":false},"excerpt":{"rendered":"<p>Understand and deliver, your answers or advice. How to capitalise on a recent shift in the search landscape by focusing full-throttle on intent.<\/p>\n","protected":false},"author":234,"featured_media":36178,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"iawp_total_views":1,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-36153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts\/36153","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/users\/234"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/comments?post=36153"}],"version-history":[{"count":0,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts\/36153\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/media\/36178"}],"wp:attachment":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/media?parent=36153"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/categories?post=36153"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/tags?post=36153"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}