A successful search engine optimization strategy in the modern era of digital marketing is more than understanding
users search – is knowing
users are looking for. As marketing best practices continue to change in the ever-changing digital world, SEO best practices become increasingly complex in response to new consumer trends and new technologies that are changing the way we search. Knowing which keywords your target audience is looking for will likely help you improve your search engine rankings, but understanding the
behind those keywords can be the deciding factor that converts.
What is the research intent?
There are four main types of search intent depending on the goals and desired outcomes of your different audiences:
Informational intent refers, as the name suggests, to users who are looking for something in order to gather information. Whether the user is looking for movie times, this week’s weather, or the definition of ROI, they are doing that research in the hope of receiving an answer to a certain question or information on a specific topic.
Example: “Flu symptoms”
Browsing intent refers to users who perform a search in an attempt to reach a specific website. It is common for users to search for a specific website or page on a website in the hope that they will be redirected accordingly. For example, Google knows that a search for “YouTube login” most likely came from a user trying to login to their account on YouTube.
Transactional intent refers to users who search for the purpose of making a purchase. As vast and lush as the Amazon rainforest may be, search engines are able to deduce that a search for “Amazon shoes” is likely from someone about to shop online, not someone. one that goes to the jungle.
Example: “Men’s sweaters near me”
4. Business investigation
Business survey refers to users who plan to shop soon but are not yet ready to complete a transaction. Think of the business investigation as a prelude to transactional intent: that user is looking for a certain product or service, but first researches, reads reviews, and compares their options before committing to making a transaction. purchase.
Example: “Toyota model comparisons”
How does search intent impact SEO?
The main goal of any search engine is to provide users with the web content that best matches their search query. Google, in particular, is known to perform regular updates to its algorithm to tailor each Search Engine Results Page (SERP) based on each user’s perceived intent.
Any business using SEO strategies probably wants to appear as close to the top of a search result as possible. As Google’s ranking algorithm continues to become more complex and personalized, understanding search intent is likely to become more and more important in improving the perceived value of your website for both engines. research and Internet users.
Take a search for “SEO significance”, for example. Google is able to deduce that the intent behind this search is informative and therefore will show a ranking preference for the pages that it believes will best provide the definition of SEO. A page with a title like “SEO Services” is vague and does not provide any clue that would mean that this page meets the search criteria. Rename this page “SEO 101: What does SEO mean?” However, would show that this page meets the user’s research intent.
How can I optimize search intent?
• Understand user personas. Converting visitors into customers is the end goal of most businesses, but it’s important to remember that not all potential leads are in the “buy now” phase of the sales funnel. Flooding your web copy with sales-oriented messages may be directed at users with transactional intent, but it can isolate users seeking information. Understand the multitude of personas visiting your website and vary your content to appeal to a variety of search query types.
• Optimize meta descriptions. A meta description is an HTML element that provides a brief summary of the content of a web page. When properly optimized, your meta description can provide valuable contextual clues to both searchers and search engines. Including the keyword (s) you’re trying to rank for in your meta description can help improve your SERP ranking, and using language that makes it clear that your page meets the search intent of the meta. user can improve your click-through rate.
• Edit your calls to action. Your call to action (CTA) acts as a tool to guide users to the next desired step on your website. Users with transactional intent are likely to respond well to a “Buy Now” CTA button because it helps streamline their buying process. Users with an informational intent or even a business inquiry intent might respond better to a CTA like “Join our mailing list”, so they can sign up to get more information about your business. Determine the ideal path that users with each intent should follow on your website, and adjust your CTAs accordingly to increase your conversions.
• Conduct a content gap analysis. It’s about identifying the goals, needs and questions of your target customers and comparing them to your business content in order to fill in the “gaps” in your website. There are four main stages:
1. Identify your target audience. Who are you trying to reach?
2. Consult your internal departments. Ask your SEO team where they noticed the biggest drop in web traffic. Ask your sales team where leads seem to fall in the sales funnel.
3. Perform a content audit.
4. Evaluate your results. What content gaps were you able to fill this quarter? Where is it still possible to improve?
While modern SEO tends to evolve both quickly and unpredictably, I think the resounding push for a better understanding of what users want and how best to deliver it to them is certain. Businesses that use this intent-driven SEO strategy when creating their content can benefit from higher SERP rankings, increased web traffic, and better leads.