That’s why we believe it’s essential to understand one component that can help further improve your data collection to get high ranks on search engines — that is, search intent.
Search intent is the reason why people search for a specific service, product, answer, etc. It gives you and your company additional insight into a target audience. Plus, it allows you to pinpoint what makes your company their best option.
With the help of understanding search intent, you can optimize your website around what your potential customer is looking for — which helps you in the long-run.
Let’s break down search intent more, shall we?
FOUR TYPES OF SEARCH INTENT
- Navigational — Your potential customer is trying to find a specific website.
- Informational — Your potential customer is looking for specific information and is often wanting to know more about this topic.
- Transactional — Your potential customer searches for something specific with the intent to buy.
- Commercial — Your potential customer has the intent to buy something in the future; however, first, they research this product or service to make sure they’re getting the best bang for their buck.
WHY USE SEARCH INTENT TO OPTIMIZE YOUR WEBSITE
Search engine optimization (SEO), keywords and great content are all powerful ways to improve your website optimization. Before you consider developing engaging content, you need to focus on your potential customers and why they would be searching for your company. Search intent is a vital piece of the puzzle that genuinely kickstarts the picture as a whole.
Imagine this — Your customer has a goal of losing weight to be more in shape for summer.
What do you need to get started? A strong fundamental understanding of why they’d like to get fit. And an excellent place to start is with the intent of the initial goal in the first place. They could be doing it for personal happiness, or because they want to try something new. Regardless, it’s general knowledge that exercise and getting their body moving is right for them.
Above would be an example of Commercial search intent, considering they have the intention of pursuing this goal in the future; however, they prefer to research the best products/services first — such as supplements, dietary needs, gym memberships, personal trainers, etc.
Next, they could want to lift heavy weights and gain more muscle mass or go to exercise classes to get their cardio-fill and socialization in for the week.
In this case, if they want to lift heavy weights, then they’ll get a customized workout and diet plan based on aesthetic goals along with a specific timeline to track their progress. They could develop a plan based on knowing their intent behind this goal.
Whatever the reason — once a person knows the intent behind their actions, they can adequately plan and effectively work towards accomplishing this goal with a clear picture in mind.
Search intent is a vital way to optimize your website that effectively caters to your target audience. You get the collective information needed to understand their reasonings for searching, use that to build a strong marketing campaign, and voila — you’ve increased your chances of seeing positive results.
When you understand which intent is behind their search, you can angle your content, keywords, SEO, social media and overall strategy around that.
DIGITAL MARKETING | INNERACTION MEDIA
Now that you know the best way to optimize your website is by understanding search intent, let’s work on your next project. Contact us today, and we’ll chat about your marketing goals.