How does a search engine like Google seem to know exactly what you’re searching for? Why does it show you the top ten results rather than the other ten? The answer is a mix of search intent and SEO.
Google ranks web pages using machine learning, and the search engine has learned a lot over the years in the pursuit of self-improvement and better serving users.
Google’s search engine has shifted increasingly in favor of search query intent over the years. That is why they want to provide a better user experience to their visitors by assisting them in quickly and intuitively finding the specific website, product, or information they require.
So, when it comes to finding your particular website, search intent is essential to consider if you want to be qualified, relevant visitors to your website.
So, what exactly is Search Intent?
Search intent defines the reasons behind the search queries. Simply put, it answers the question, “What is the ultimate aim of an online search?”
Types of Search Intent
Understanding the various types of search intent and how they can affect which pages of your website appear in search engine results can definitely point you in the right direction when optimizing the essential pages of your website for lucrative and crucial keywords.
Navigational Search Intent
To find specific web pages, navigational searches are frequently used. It is useful when the user knows exactly where they want to go. They only need the SERP to point them in the right direction.
They can take the form of a brand name or a URL and include additional criteria that help narrow down the results. For some users, using Google is more convenient than typing URLs or remembering web addresses.
Examples of Navigational Keywords:
- Nike Store
- Apple Music Login
Informational Search Intent
We call it informational intent when people seek information and knowledge. These could be simple questions with short answers or more in-depth investigations requiring detailed guidelines.
They could be looking for anything from a “how-to guide” to cooking instructions for a specific dish.
Users with informational search intent are not looking for a specific website. They could be conducting research or browsing various web pages without a specific URL.
Examples of Informational Search Queries:
- How to cook pasta?
- What are the different types of search intent?
- Who are the best search engine optimization specialists?
Transactional Search Intent
It occurs when the searcher wishes to purchase something. They’re sure they want to buy something, but they’re still looking for the right store.
Pages that rank for queries with such user intent are frequently e-commerce stores and product and service pages. A transactional question might look like “Buy iPhone 11,” and you could reasonably infer transactional search intent from this.
Examples of Transactional Search Queries:
- Buy MacBook
- Buy iPhone Online
- Subscribe Spotify
Commercial Search Intent
Commercial intent, also known as commercial investigation, lies between transactional and informational search intent. The searcher knows they want to buy something but aren’t sure what they want.
They may still consider the product type, brands, or various offers. They are conducting a commercial ‘investigation’ into a possible purchase.
They could be looking for product reviews, determining where to buy, or determining if any other comparable options are available.
Examples of Commercial Search Queries:
- Apple Watch vs. Garmin
- iPhone 13 Pro Reviews
Why is Search Intent Plan crucial for your business?
Search intent is significant in delivering relevant search results to users via SEO. More relevant and qualified traffic can be driven to your website with improved intent optimization.
This could mean higher conversion rates for your landing pages, and a slew of other benefits includes:
#1. Determine your Ranking Chances for a Specific Keyword
It is a grave mistake to evaluate keywords solely based on their search volume.
The most popular keywords are usually highly competitive. And if you don’t appear on Google’s first page, you’ll only get a sliver of the heavy traffic. The old adage goes that the best place to bury a body is on Google’s second page.
Getting the search intent right is one of the most important—if not THE most important—parts of judging keyword difficulty.
Remember how Google is becoming increasingly sophisticated? It will punish you if you spam it with irrelevant content.
#2. Satisfy your Audience and Create Brand
Getting the search intent right benefits more than just search engines. It’s also for your audience.
You can meet all of their requirements if you know what kinds of search intent they’re looking for, what questions they want to be answered, and what type of content they expect to see.
This will enhance your rapport in the eyes of your audience. You’ll appear as someone who wants to help them rather than just dominate the SERP.
#3. Helps to Choose your Competitors Wisely
You must consider your competition for a specific keyword when creating new content. This can help you determine how long your blog post should be, the ideal keyword density, and so on. Don’t just look at the top ten and call it a day. This could derail your content efforts!
Competitors whose content serves a different search intent than yours should always be excluded. Google has different sets of rules for different types of searches.
It is especially important if you use Surfer tools such as Audit and Content Editor. Every time, make sure to select competitors carefully for your analyses!
#4. Other Benefits
- Reduced Bounce rates: people get what they want and stay on your pages.
- More page views: Meeting a user’s intent increases the likelihood that they will engage with the rest of your website.
- More featured snippets: Choosing your content for Google’s rich snippets can be highly beneficial. It allows you to rank your pages in position 0 above the first search result.
How to Use Search Intent to Generate Quality Leads?
The better your ability to match consumer intent with your content, the more consumers you will be able to reach.
Many businesses and organizations use SEO keywords to help their websites perform well in online search functions, the foundation of which is aligning landing page content with keyword intent. It can also help your website appear higher in the list of links in a search result.
It is critical to driving traffic to your website. However, the number of visitors isn’t always crucial because the quality of the leads that result in conversions is what ultimately matters.
Whether your website aims for sales or committed user engagement, ensuring lead quality is critical.
Here’s how you can use search intent with the help of search engine optimization specialists to drive qualified leads to your website.
Address User Requirements
When you match a user’s search intent, you provide relevant answers to a query, indicating that you have met the user’s needs. More relevant leads are obtained if you can give the audience what they are looking for about your niche.
Be a Go-To Source
Neither the user nor the search engine likes being redirected to a slew of irrelevant internet pages. Instead, they prefer a single well-targeted landing page.
Users are more likely to spend more time on your website if they can find all the information in one place. This instructs search engines such as Google to rank your website higher, increasing your online visibility and making it easier for your target audience to find you.
Establish Yourself as an Authority
When you focus on answering user questions and crafting your landing pages and content accordingly, you gain the trust of your users. This allows you to position yourself as an authority in your field, allowing you to attract quality leads to your website naturally.
Furthermore, if the search engine detects such high user engagement, it will elevate your website in the SERPs. This will increase the credibility of your website and establish you as a trustworthy source of information in your industry.
Improve Your Brand’s Reputation
Your brand is your personal identity. When you feature high-quality content that matches user intent, you can establish a strong digital reputation for your brand. Attracting qualified leads with your brand’s increasing value should be a piece of cake.
As informational search intent is the most common type of search intent, you can increase your chances of success by including phrases like “what is,” “how to,” and others in your copy, particularly in highly visible landing page real estates like headlines and subheads.
Add words and phrases like “buy,” “top-rated,” and “best” to your buyer intent keywords if you’re selling a product or service.
Old Idea, New Technology – Wrapping Up!
Like much of digital marketing, search intent is not a new concept. Instead, it is being redefined by new technology.
Understanding search intent with the assistance of search engine optimization specialists is another way to comprehend customer requirements.
Knowing what outcome your ideal customer is looking for can help you choose keywords and create content to meet those needs, as well as target customers at the right stage of their purchasing journey.
About the Author!
Nupur Modh is the CEO of Rise Socially professional SEO company for a wide range of industries. Since the last 15 years, she has been actively involved in SEO and digital marketing services. Her passion for success has led her to work with more than 500 Fortune 500 companies, small businesses, and franchisees. Her extensive marketing and managerial experience have helped the company become a digital powerhouse.