A successful search engine optimization strategy in the modern age of digital marketing is more than understanding
what
users are searching for — it’s knowing
why
users are searching. As marketing best practices continue to shift in the ever-evolving digital sphere, SEO best practices are becoming increasingly intricate in response to new consumer trends and technologies that change the way we search. Knowing which keywords your target audience is looking for will likely help boost your search engine ranking, but understanding the
behind these keywords can be the clincher that converts.
What Is Search Intent?
There are four main types of search intent depending on the goals and desired outcomes of your various audiences:
1. Informational
Informational intent refers to — as the name suggests — users who search for something in order to gather information. Whether the user is searching for movie times, this week’s weather or the definition of return on investment, they are conducting this search with expectations of receiving an answer to a certain question or information on a specific topic.
Example: “Symptoms of the flu”
2. Navigational
Navigational intent refers to users who conduct a search in an attempt to reach a specific website. It’s common for users to search for a website or a specific page on a website in hopes of being redirected accordingly. For instance, Google knows a search for “YouTube login” is most likely coming from a user trying to sign into their account on YouTube.
Example: “Facebook”
3. Transactional
Transactional intent refers to users who are searching with the goal of making a purchase. As wide and lush as the Amazon rainforest may be, search engines are able to infer that a search for “Amazon shoes” is probably coming from someone about to do some online shopping — not someone on their way to the jungle.
Example: “Men’s sweaters near me”
4. Commercial Investigation
Commercial investigation refers to users who plan on shopping soon but aren’t yet ready to complete a transaction. Think of commercial investigation like a prelude to transactional intent: This user is in the market for a certain product or service but is first conducting research, reading reviews and comparing their options before committing to making a purchase.
Example: “Toyota model comparisons”
How Does Search Intent Impact SEO?
The primary objective of any search engine is to provide users with the web content that best matches their search query. Google, in particular, is known for making regular updates to its algorithm to tailor each search engine results page (SERP) based on the perceived intent of each individual user.
Any business utilizing SEO strategies probably wants to appear as close to the top of a search result as possible. As Google’s ranking algorithm continues to get more complex and personalized, understanding search intent will likely become increasingly important to improve your website’s perceived value to both search engines and searchers alike.
Let’s take a search for “SEO meaning,” for example. Google is able to infer that the intent behind this search is informational and thus will show ranking preference to the pages it believes will best provide the definition of SEO. A page with a title like “SEO services” is vague and doesn’t provide any clues that would signify that this page meets the search criteria. Retitling that page “SEO 101: What Does SEO Mean?” however, would show that that page is in line with the user’s search intent.
How Can I Optimize For Search Intent?
• Understand user personas. Converting visitors into customers is the eventual goal of most businesses, but it’s important to remember that not every potential lead is in the “buy now” phase of the sales funnel. Inundating your web copy with sales-focused messaging might speak to users to with transactional intent, but it could isolate users in search of information. Understand the multitude of personas who visit your website, and vary your content to appeal to a variety of types of search queries.
• Optimize meta descriptions. A meta description is an HTML element that provides a brief summary of the content on a webpage. When optimized properly, your meta description can provide valuable context clues to both searchers and search engines alike. Including the keyword(s) you’re trying to rank for in your meta description can help boost your SERP ranking, and using language that makes it clear that your page satisfies that user’s search intent can improve your click-through rate.
• Modify your calls to action. Your call to action (CTA) acts as a tool to guide users toward taking a desired next step on your website. Users with transactional intent will likely respond well to a “Buy Now” CTA button, as it helps to streamline their shopping process. Users with informational intent or even commercial investigation intent might respond better to a CTA like “Join Our Email List,” so they can opt in for more information from your business. Determine the ideal path that users with each intent should take on your website, and adjust your CTAs accordingly to increase your conversions.
• Conduct a content gap analysis. This is the process of identifying the goals, needs and questions of your target consumer base and comparing them to your business’s content in order to fill in the “gaps” on your website. There are four main steps:
1. Identify your target audience. Who are you trying to reach?
2. Consult with your internal departments. Ask your SEO team where they’ve noticed the biggest drop in web traffic. Ask your sales team where prospects seem to drop off in the sales funnel.
3. Conduct a content audit.
4. Evaluate your results. Which content gaps were you able to fill this quarter? Where is there still room for improvement?
Although modern-day SEO tends to evolve both rapidly and unpredictably, I believe that the resounding push for a better understanding of what users want and how to best deliver it to them is certain. Businesses that utilize this intent-focused SEO strategy when crafting their content can reap the benefits of a higher SERP ranking, an increase in web traffic and higher quality leads.