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September 4, 2020

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!

What is Search Intent?

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.

Benefits of Search Intent for SEO

Here are ways search intent can benefit your business and why you should start optimizing.

Page Traffic

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.

Wide Reach

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.

Longer Site Visits

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

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!

Potential Consumers

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.

Identify the Types of Search Intent

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!

Informational

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.

Navigational

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.

Transactional

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’).

Optimize for User Search Intent

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!

Informational Intent Optimization

  • People will be searching words like how to, how does, how can, what is, why does, etc. That means your content on your site needs to answer those types of questions. Users usually want direct and easy ways to find answers to their questions so use keywords that would answer informational questions quickly (this is how, watch this to learn…, instructions, etc.)
  • Use creative, effective and high-quality content that is hands-on and adds worth to your website. Infographics are one of the most effective content for informational intent due to the easy visuals and few words. Other types of content are guides, how-to videos, blogs with tips, and quizzes to test people’s knowledge once you have given them the information they needed.

Navigational Intent Optimization

  • The brand name is not always the only thing people search when they have navigational intent. They could use words like the product or service name, cost of, reviews, address of, hours of, login, where is, etc. Although it is tough to optimize for a navigational intent when it’s not your business, it is still possible to get traffic. Mention certain brands or use words within that brand on your site.
  • Make sure your site is the first option that appears when searched by optimizing for all types of ways people could search for your site (such as spelling, typos).
  • Include content that relates to navigational searches. This could be product/service lists, about pages, demo videos, presentations, webinars, and any other type of content that relates to what you are selling.

Transactional Intent Optimization

  • Users will be looking to make a purchase or complete an action. They will use words like buy, purchase, where can I purchase, deals, coupons, reservations, for sale, schedule, sign up, order, download, etc. Your page should use similar keywords attached to your product or service and include product pages.
  • Optimizing local is important when it comes to transactional intent. A lot of people are searching ‘near me’ nowadays and your business should show up. People are usually looking to sign up for a service or buy a product that is local to them. Use your city and location as keywords.
  • The types of content you need for transactional optimization are clear and simple product pages, pricing and sign up pages, on sale sections, how-to-use videos, etc. Make sure your checkout process is easy and quick or people will bail before they purchase.

General Tips

There are other ways to optimize your content for search intent. Here are a few other tips to use:

  • Put the most important information at the top of the page or on the home page.
  • Stick to concise summaries that are easy to understand.
  • Use subtitles so users can quickly and easily scan content to access what they need.
  • Use many types of media on your site. Some people learn visually, where others could enjoy auditable content.
  • Provide the next steps for the user within your webpage by using quizzes, links, and social media pages
  • Make things easily accessible and quick on your website.
  • Use keywords that relate to all types of search intent. Include them in your page title, the description that shows under the link of your page, social media/blog posts, and links.
  • Research company sites that are ranked high when it comes to user intent. Find out what they are doing on their sites to aid in your success.

Contact UV Designs

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!

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