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Search intent is important and beneficial when it comes to SEO. Knowing not only what your users are searching for, but what their intentions are behind their searches is crucial in today’s day. As the digital world expands, people’s attention spans decrease and, therefore, search engines, like Google, start to focus on intentions rather than just keywords. Users now get better results that match exactly what they are looking for instead of useless information they didn’t want or need. Due to this change, your business needs to know user search intent and exactly how to optimize to what users want. Search intent optimization is one of the top SEO tools to use nowadays, enhancing the success of your business online!
Keep reading to learn how to identify search intent and how to ultimately fulfill that intent so your business’ website can thrive in the SEO world!
Search Intent, also known as keyword intent, is why people are conducting a search query and their goal to that search query. Understanding the why is more beneficial to you and your consumers than solely focusing on keywords. Google will rank pages that fit user’s search intent higher than pages that don’t, and you want your business to be ranked higher for more people to visit your site.
Here are ways search intent can benefit your business and why you should start optimizing.
The more you cater to your user’s intent, the higher your website will be ranked on Google, allowing more people to notice and visit your site.
If you cater your content to many of the possible intentions of your users, not just a few, then it will reach a lot more people.
Users will stay on your site longer if it provides them with what they want. If your site targets more of these user needs, then more people will stay on your site and learn about what your business has to offer.
Google answer boxes are an incredible benefit for your business. It allows your website to be ranked ahead of the number one search result, showing up in a large box that provides a snippet of the information the user wants. Like mentioned before, people’s attention spans are short and, therefore, they will be drawn to the first and largest information they get. You want this spot!
The more people you can get to your site, the more potential your business has for gaining new consumers and ultimately building your business. You need to have the correct content for the new user’s intentions.
There are four main types of search intent that can be beneficial to your company in the long-run. Soak in all this incoming information because this is where you get to know your consumers and their why!
These are when the user wants to know something and inform themselves on a subject (why is the sky blue?). These make up the majority of searches on the internet and should be your main focus.
These are specific searches. The user usually knows what brand/site they are looking for (searching ‘Adidas’ in the search bar is a lot easier than searching the total URL). Even if it’s not your site it’s still important to know what sites people want.
These are searches where users want to make a transaction and are ready to do something such as sign up for a service or buy a product (searching the ‘new Nike Zoom Fly 3 running shoes’).
It’s important to integrate all the types of search intent onto your website because every single one can create an opportunity for your business. Here are specific ways to optimize your content to the different types of search intent with some general tips as well. Enjoy!
There are other ways to optimize your content for search intent. Here are a few other tips to use:
Identifying and fulfilling your user’s search intent is essential for growing your business. You should always be monitoring changes in people’s search intent to keep your website’s content up to date as this is a forever changing SEO tool. Stay tuned for more tips on our next blog!