Are you frustrated with low-quality leads from your search engine optimization (SEO) campaigns? Do the keywords you choose fail to generate the traffic or revenue you hoped for? If so, it’s time to consider how focusing on search intent can add value to your SEO efforts.
Search intent uncovers why a user is searching and can help identify what content would be most beneficial in delivering successful results.
This blog post will explore how understanding search intent impacts an effective SEO strategy. It will include differentiating types of search intent as well as how to approach them.
Take advantage of this valuable opportunity to better understand your target audience and increase operational efficiency with improved targeting!
What is a Search Intent?
Search intent is simply the reason why someone performs an online search. It helps search engine algorithms understand the purpose of queries and determines what kind of content should be presented.
Understanding search intent is a crucial part of SEO campaigns. It enables businesses to target relevant keywords and optimize their pages for search engines accordingly. As a result, they place higher in search results and accumulate better leads as a whole.
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How Does Search Intent Impact SEO Campaigns?
Search intent is a major factor search engines use to determine relevancy when presenting search results. By understanding search intent, businesses can create content that meets the needs of their target audience and search engine algorithms.
For example, suppose someone searches for “running shoes.” Search engine algorithms will assess users’ search intent and present different results depending on the information they are looking for.
If they want to buy running shoes online, algorithms will display ecommerce sites selling running shoes in the search results.
If they’re searching for tips on becoming a better runner, algorithms may present articles about running techniques.
So as you can see, keywords play a central role in determining search intent. So how exactly does this apply to you and your brand?
How to Determine a User’s Search Intent
What are prospects searching for? Why are they searching for it? What keywords are they using to do so? When it comes to determining search intent, there are two significant differentiators to take into account:
Keyword Modifiers
Minor keywords enhance meaning and give direction to the main keyword, creating a longtail keyword. If someone wants to know the most highly-rated service in the area, they will use the modifier “best.” If they wanted to find a restaurant near their home, they might search for “pizza near me.”
Other examples might include the following:
- best HVAC services
- cost of HVAC services
- top HVAC services
- affordable HVAC services
SERP Suggested Keywords
Sometimes keywords are generated by the search engine result page (SERP) to suggest keywords related to your search query. You’ve most certainly seen it before – when you start typing “Italian,” the search engine will suggest additional keywords like “recipes” or “restaurants near me.”
These keywords will always be related to one another. It’s a significant part of Google’s algorithm. After all, their mission is to create the perfect database – so if you have difficulty finding what you need, they’ve failed.
4 Commonly Used Types of Search Intent
Consider what keywords people would use to enter your industry– your world. If you own a restaurant, those keywords might be “restaurants near me” or “highest-rated restaurants in Denver,” for example. If you run a landscaping company, they might be the “best landscaping company” or “how to mulch.”
Always determine search intent before launching your SEO campaigns. Search engine algorithms must be able to deliver the most relevant search results. As such, anticipating search intent can help you craft better content and target specific keywords that appeal to SEO.
There are generally four types of search intent: informational, navigational, transactional and commercial investigation.
Informational Intent
Informational Intent is when users are looking for information or knowledge. They’re seeking answers to topics such as blog posts, articles, research papers, infographics etc.
“How do I reset my iPad?”
“Hogwarts: Legacy PS5 release date.”
“Applebee’s menu”
“Define SEO”
You might focus on creating blogs, article content, or instructional YouTube videos for these prospects. Just make sure these are embedded into your website and that other content is easily accessible from here.
Navigational Intent
Navigational intent is when the searcher tries to navigate to a particular website. They know what website or company they’re looking for, but they’d rather allow the search engine to take them there.
This can include searches for search engines such as Google and Yahoo, shopping sites like Amazon, social networks such as Facebook and Instagram, or even your business website. Examples of search queries with navigational intent might include:
- “Google search”
- “Instagram login”
- “XYZ Company website”
- “XYZ Company LinkedIn”
Creating landing pages targeting these keywords can help users easily find what they are looking for. This is key in boosting your search engine visibility.
Transactional Intent
This search type indicates that the user wants to complete a purchase or take other related action. Examples include search queries such as “buy Nike shoes” or “book a hotel in Barcelona.”
It’s important to equip these users with all the information they need to make an informed purchase. Create helpful content that hits those keywords and leads them to your website.
You should include product descriptions, customer reviews, price comparisons and other details to help them decide what to buy from you.
Additionally, pay attention to usability factors like having a straightforward checkout process, which can make or break a sale.
Commercial Investigation
Commercial investigation is one of the most vital search intent types to consider when creating an SEO campaign. This type of search intent occurs when a user is researching a product or service with the intention of making a purchase.
To ensure your website meets these users’ needs, provide accurate and detailed information on the products or services they seek.
And why is this intent more vital than any other?
Because people performing commercial investigations are typically in the consideration phase of their buyer’s journey. It’s marketing 101: the consideration phase is the zenith of when a company should present itself to a buyer. This is when a prospect is most likely to decide on what company to use for a specific service or product.
Moreover, it’s important to recognize that the search queries indicating commercial investigation are not always direct. Users may search for “online store” instead of “shoes store” if they don’t know what they want yet. Your website should be able to provide search results in both cases and help guide the user toward their desired product or service.
Once you’ve determined the intent of your prospects, you’ll want to create a blueprint. A funnel that fulfills their needs while directing them to your brand’s website for further assistance. Ensure people searching with informational intent are taken to blogs on your website or articles that will lead them there. For those searching with transactional intent, ensure they’re led to a product page.
Last but not least, be sure to keep an eye on your analytics, as well as those of your competition. Figure out what the top companies are doing to stay at the top of the SERP and adapt their examples. As for yourself, monitor your keywords to see what is and isn’t working and adjust accordingly. If some keywords aren’t working, try to readdress your audience’s search intent. And for those that are, continue to replicate them across the board.
At Business Marketing Engine, we understand how important search intent is when crafting effective SEO strategies. We have implemented advanced analytics tools to monitor and analyze various visitor data points. This allows us to create content that accurately meets the needs of our target audiences.
We also ensure that our client’s websites are optimized for relevant keywords related to their business goals. This helps increase visibility for targeted searches and drives qualified leads to their websites. Our team of experts is also well-versed in building links from high-quality sources to improve website authority.
If you want to maximize the success of your SEO campaigns, let Business Marketing Engine help! Our cutting-edge technology, combined with industry expertise, will facilitate your website’s way to more organic traffic and keyword optimization. Contact us today for more on how we can help your SEO efforts succeed and your business grow!
