People search the internet for content for different reasons. Thus, it is safe to conclude that while some search queries might be similar, the user intent behind that query might be distinct. Every website wants to outrank others during an organic search, to generate more leads and fulfill brand objectives.
The key to achieving that is taking the search intent of your visitors into consideration. When a customer intent is not considered in the grand scheme of your marketing, it will not yield positive results. So, what is it in the first place?
Search intent (or user intent) is the reason behind a search query. It is also regarded as the motivating factor behind a search. Why did the person pick up their phone to conduct a search? What are they hoping to find? What do they want to do with the information? More so, will the results displayed satisfy their curiosity? The intent of a website query is to find information.
Google algorithms such as Hummingbird and RankBrain consider each customer search and display results that are suitable to their query. Understanding how search intent plays into your SEO campaigns is essential.
This article breaks it down, showing you how you can use commercial intent to your advantage.
Why is Search Intent Important to SEO?
Search intent is the core reason people use search engines on their devices to look up information. Anyone with a pressing design to know something will always utilize search engines like Google and Bing to look for answers.
Initially, digital marketers and website admins only optimized their web pages with keywords, disregarding the quality of the content. However, search engines have evolved, leaning toward user intent and experience and providing the best results.
Thus, it is not only essential to optimize your web pages using targeted keywords. You must also provide valuable information to match those optimized keywords.
Why is user intention important to SEO?
You Position Your Website As An Authority
Providing visitors with information that matches their query helps establish your website as an authority in your niche. It tells your audience that you know your onions and can provide relevant answers to questions they have about something.
Establishing your website as an authority means more people will visit your pages. More so, you will be better ranked during an organic search.
Increase Brand Awareness
When people search for content and see your website on SERPs, it’s an opportunity for them to learn about your business. Your website can only appear on SERPs when your content matches user intent.
Conversely, people will spend more time on your website if your content is engaging. By doing so, they learn about what you provide and boost your conversions. They will be more likely to recommend your website to someone as it satisfies their needs.
You won’t have to worry about your competitors when your website provides relevant information to search intent.
Fulfill User Needs
Another reason why search intent is essential is that it fulfills the needs of your visitors. Let’s say someone wanted to search for “How to take care of pets”. If you have an online pet retail store, you can create content that answers that user query.
However, if your content mainly focuses on the items in your retail store, it doesn’t match the user’s search intent. The user intends to discover tips to take care of their pets and not products for their pets.
When you provide content matching a keyword intent, they will value your website and subconsciously be interested in your offer.
Generate Direct Leads
When people land on your website pages and see the answer to their query, there’d be less need to visit another website. They will continue to remain and engage with your content.
This increases their time spent on your website, which is a great signal to Google. The more time people spend on your website, the greater your chances of ranking higher during an organic search.
Understanding customer intent generates more leads for your business and better rankings on SERPs.
Why is Search Intent Relevant for Your Business?
Search intent is the driving force of SERPs. But how is it relevant for your business? We look at the reasons below:
● Helps you narrow down your keywords. Search intent allows you to identify which keywords to optimize. Without it, you’d be optimizing random keywords that offer zero value to a visitor.
● Provide valuable content. When you know what your potential is searching for, you will be able to provide valuable content.
● Improve user experience. People positively perceive businesses and websites that satisfy their search intent.
● Rank better in SERPs. If your content fulfills customer intent, Google will rank it better than others during an organic search.
4 Types of Search Intent
Search intent comes in different forms. They are broken down into the following:
● Informational
● Commercial Investigation
● Transactional
● Navigational
Let’s look at them in detail.
Informational Search Intent
Informational search intent simply means a user wants to learn some info about someone or something. Most search queries of this nature usually pose questions utilizing words such as who, what, where, when, how, and why?
For specific queries, Google might use SERP features to provide direct answers. Most search queries are informational. Thus, you can take advantage of that to improve your visibility.
Commercial Search Intent
Let’s say you want a new laptop but don’t know if you want an HP Envy or MacBook. The search you conduct to compare their specs is commercial search intent.
Google presents results from web pages that compare the two products. At the end of the day, the user will make an informed decision after reading up on commercial search intent.
Commercial search intent isn’t limited to product comparisons. Users might conduct this type of search to look for customer reviews, demonstrations, recommendations, and other pages that will provide details about a product.
Transactional Search Intent
Transactional search intent means visitors plan to do something specific in person or with their devices.
Transactional keywords in search intent aren’t limited to purchases. It could be searching for email signups, form submissions, or store visits. While Google usually displays the results in a carousel, it also provides additional information on the knowledge panel.
Navigational Search Intent
This kind of search intent means visitors want to discover a physical address, website domain, or contact information.
Google works to deliver the results using SERP features like map packs or knowledge panels. You can incorporate navigational keywords into your website to ensure visitors locate you when they need your services.
How to Determine Search Intent
There are several ways you can determine the search intent of your target audience. They include:
● Read the SERPs. Type the keywords related to your business and study how the results are displayed. It will give you an idea of how to optimize your web pages for more visibility.
● Use Google Ads to determine the extent of the intent. While you may not intend to use Google Ads, you can look it up to see how much people are willing to pay to rank for specific keywords.
● Use Google Analytics. You can also use Google Analytics to identify the search intent of your visitors. You can look up Organic Search, Pageviews, Session Duration, and Exits from the dashboard to see how people interact with your content.
How to Optimize for Search Intent
With everything you’ve learned, how do you optimize your web pages for search intent? Follow these tips:
● Conduct keyword research.
● Study SERP features.
● Look at the People Also Ask panel to identify keywords to optimize.
● Learn from your competitors.
● Categorize your content ideas by search intent.
● Think like a customer to discover keywords they might use.
Conclusion
Understanding search intent is essential to a successful digital marketing campaign. Thankfully, we’ve explored everything you need to know about customer intent and how to optimize your website for it.
