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Most marketers and entrepreneurs have realized that when it comes to optimization, search intent is one of the most important factors to account for. SEO (Search Engine Optimization) has evolved to include key facets like search intent to give users the most relevant and accurate information among the millions of websites that exist.
This evolution begs the question, what is search intent? And how do companies and marketers create content that uses this concept to boost their rankings on search engines? This article serves as a guide that can effectively answer these questions and hopefully give you a helping hand in updating your website’s content to reflect the latest algorithmic trends with respect to search intent as a whole.
Search Intent: A Brief Introduction
In simple terms, search intent is the purpose behind every search query. It is the reason why a user is searching for something on a search engine.
Example: When a user searches up something like ‘Top 10 design trends in 2022’, their search intent is to find at least 10 design trends that are popular in the year 2022.
Search intent is considered to be important because most search engine algorithms use this feature to present users with information that contains the same or similar content to their queries. In a nutshell, when users want to search for something, search engines like Google want to provide them with content that can answer their queries easily. These search engines then use their algorithms to pick up a list of websites that use the vocabulary used in the search intent within their content and present them to the users in order of relevance.
Ultimately, if you want your website’s content to rank higher on the search results for a specific search query, the content itself needs to be aligned with common search intent.
Types of Search Intent
There are four main types of search intent that platforms like Google, Safari, and Bing use:
1. Commercial Intent
This type of search query stems from a user’s intent to browse through various products and services. In this scenario, they aren’t actively looking to purchase anything, but are rather ‘window shopping’ and are scrolling to see if anything piques their interest. A good example of this would be ‘What is the best phone to get in 2022?’. This type of query usually gets a variety of results due to its vague yet exploratory answer.
2. Transactional Intent
Transactional intent is similar to commercial intent, the difference here is that in this scenario, users are searching their queries with an intent to purchase a specific item. They know exactly what they want and are simply using the search engine to find a place to view or purchase the item or service. An example of this would be a query like ‘iPhone 13 Pro’.
3. Navigational Intent
Users with a navigational search intent want to visit a specific website or webpage. Another term for this type of intent would be website queries. In this scenario, the users who visit a website are often its recurring user base. An example of this type of search intent would be ‘Digital Evolutions’ blogs’.
4. Informational Intent
This type of intent is considered to be the most popular form of search intent, with most search queries falling under this category. It is an information-seeking query; which means that users who type out informational queries often have a specific question or topic they’d like to know or learn more about. An example of this would be searching up ‘what today’s weather, or ‘how to make French toast.
Implementing search intent
Once you’ve understood search intent, the next step is to use it as a tool to boost your website’s rankings. The best way to do this is by analyzing the most commonly used keywords used for specific search queries and including these intent-specific keywords in your website’s content. Great intent-specific keywords you can use include words like buy, best, how to, guide, the best way to, why, and more.
Search intent allows websites to ensure that the content of a webpage fits the terms users are actively searching for and helps immensely with overall visibility and lead generation. For a website that’s new to the SEO scene, testing is the best way to go in order to find out what’s best for the page and its rankings on search engines.
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