Modern search algorithms are highly complex, incorporating artificial intelligence[1], the machinations of which are known only to internal employees[1]. But you have control over search intent, which plays a crucial role in helping create content to laser target customers[2]:
• What is Search Intent?
• Search Intent and Search Engines
• Why is Search Intent Important?
• Different Types of Search Intent
• Search Intent and SEO
• Effective Use of Search Intent
• Getting Help with Search Intent and SEO
You can use search intent to assess where a prospective client is in the conversion funnel[2] based on a query. For instance, they may begin with a general informational query, which turns into a transaction query based on what they find. Knowing the intent can help convert sales.
At its core, search intent is the understanding behind a specific query by a search engine user, i.e. why a user has decided to use a given term. By understanding the motivation behind a search query, you have the opportunity to direct a user through the funnel to a potential sale. You can capitalise on search intent with Search Engine Optimization to manipulate results. This method is highly effective. Search engines like Google and Bing interpret search intent and display relevant data on the Search Engine Results Page to a user, potentially boosting traffic[3].
Search Intent and Search Engines
Search engines use specific algorithms to display relevant results to a user by analysing the intent of the search. Therefore, the results shown in SERPs often reflect each page’s SEO score in relation to the query. For example, if you search “dentists near me”, Google knows you intend to purchase a commercial service based on location. Therefore, local SEO information in relation to your geographic data is used to present the most relevant dental practices. This will be sorted by proximity and rich data such as user review scores[4]. SEO aims to use such data.
Why is Search Intent Important?
Search intent is necessary concerning online interaction. Linking users and with the most relevant data ensures you help someone find what they are looking for. And search engines award quality design and SEO implementation that helps them accomplish this with higher SERPs rankings. Further, a higher ranking helps build trust from a user perspective. Not least by demonstrating you are an authority in your field[5] that can provide information based on their query. For example, answering questions, providing products and understanding your niche.
Different Types of Search Intent
When developing a solid SEO and digital marketing strategy, it’s crucial that you understand the different types of search intent. Understanding these can help build a foundation from which you can launch a new campaign or drive general visitors to your site. These are as follows[6]:
• Transactional: a search query that indicates someone is looking to purchase a product.
• Navigational: information indicating a user wishes to find a specific website.
• Informational: usually a question when a user is looking for detailed information.
Understanding different types of intent are critical for search engines to relay the most relevant information when you search for something. You can help them by using correct SEO techniques. And users will come to rely on one engine alone based on the quality of results.
Search Intent and SEO
SEO alone can help drive masses of traffic towards your site based on your content, location information, quality of crawl code and authoritative backlinks. Of course, there’s much more to SEO than this, and it’s challenging to master. Yet search intent needs to become a part of your SEO plan in order to succeed. In particular, effective keyphrases with a high search volume and low competition. The more a phrase is searched for and clicked on, the higher it will appear in SERPs. So identifying intentional search queries around your service becomes very important.
Effective Use of Search Intent
You can attract more visitors from a marketing perspective with the proper use of search intent and SEO. However, the key is to provide relevant results to connecting queries rather than trying to maximise traffic. In other words, quality over quantity. And this is a crucial part of any marketing strategy because relevant and interested parties will stay on your site longer[7] and are more likely to use your services. These will help boost your SERPs with a lower bounce rate and a higher sales conversion based on behaviour and compelling Call to Action.
Getting Help with Search Intent and SEO
Understanding SEO and search intent is an essential part of online marketing. Yet it’s a skill that takes time to master and even more to implement correctly. As a business owner or site manager, you may not have the time to study SEO while running a company. Fortunately, digital marketing agencies like Direct Submit employ cutting-edge technology and employees skilled in online marketing strategies. Working with you and your site, DMAs offer a complete understanding of existing and emerging online trends and search technology for your business.
References
1. Marketing Artificial Intelligence Institute. AI in Search Engines: Everything You Need to Know. https://www.marketingaiinstitute.com/blog/how-search-engines-use-artificial-intelligence
2. Semrush. What Is Search Intent? A Complete Guide. https://www.semrush.com/blog/how-to-use-search-intent-for-your-business/
3. Ahrefs. What are SERPs? Search Engine Results Pages Explained. https://ahrefs.com/blog/serps
4. Spyfu. What is Search Intent and Why Does it Matter https://www.spyfu.com/blog/what-is-search-intent/#:~:text=Commercial%20investigation%20searches,make%20purchase%20decisions
5. WebFX.com. Why search intent matters for SEO. https://www.webfx.com/seo/learn/why-search-intent-matters-to-seo/#:~:text=Matching%20user%20search%20intent%20helps%20you%20build%20your%20business%20as,business%2C%20products%2C%20and%20industry.
6. TextBroker.com. Types of searches: transactional, navigational, informational. https://www.textbroker.com/types-searches-transactional-navigational-informational
7. Forbes. How To Effectively Use Search Intent In Your Content Marketinghttps://www.forbes.com/sites/forbescommunicationscouncil/2020/08/24/how-to-effectively-use-search-intent-in-your-
content-marketing/?sh=2197299d41db
