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The first thing that comes to your mind, when you want to find an answer, a service, or a product is; to search for it online.
If you want to buy something; a new mobile phone for example or you need to know more information about your new doctor, or the nearby schools, you conduct an online search.
We all have something to search for online, which is a Search Intent.
What does it mean? And how it affects SEO? In the following; you are going to find out the answer.
What is Search Intent?
Search Intent, also called audience intent, user intent, and known for SEO Companies by the name of (Keyword).
It is a term that describes; the reason why a user is conducting a specific search.
In other words; it is the purpose of the online search.
Types of Search Intent
Well; it has four types:
1- Keyword Intent
The first type is Keyword Intent. It is also known as “know” queries.
People are using this type; when they aim to know more about a topic.
Usually; when people are conducting an informational search, they are going to use one of the following keywords:
- How to.
- The best way to.
- Information about.
- What is /are.
They also usually use one of the following keywords, when they conduct a commercial search:
- Product names.
2- Informational intent
The second type is informational intent. It is the most common type.
People are using this type to know more information about a specific topic.
Because Google has now smarter, it gives people accurate information, with related images and videos if needed.
3- Transactional Intent
The third type is transactional intent. It is also known as “Do” Queries.
People are using this type when they want to buy something. They conduct specific searches to know the price of a product.
They usually use one of the following words:
- Get a discount on.
4- Navigational Intent
The last type is; the Navigational Intent. It is also known as “Go” queries.
People are using this type; when they are searching for a specific website they already know its name; but they need help to reach it.
For example the social media platforms (Facebook, Twitter, Instagram, etc…).
Another example is; when you type a name of a company to find their website.
In this type; people usually use words like:
- Location near me.
- The business or product name.
- Direction to.
Why does it matter for SEO?
People conduct searches; because they want to find an answer for what comes to their minds.
SEO strategists should predict the Search Intent. As we mentioned before, Google now is smarter than ever.
It is not enough to focus on Keywords, integrate them into your content, and optimize them for search engines.
You should add real value to your content. You should add the answer, people are looking for.
Now; it’s all about the user experience, Google measures your speed, your backlinks, and the value you add to your content.
As an SEO strategist, here are 5 reasons why it is important for SEO:
- It allows you to attract qualified leads to your website.
- allows you to increase your brand awareness.
- It allows you to reduce the bounce rate by keeping your customers on your page for a longer time. Simply they don’t need to go to another website.
- It allows you to fulfill the search needs of your target users.
- It allows you to be a trusted website to your audience, and position your website as an authority.
How to optimize for Search Intent?
Here are three tips to take in mind, before starting your SEO campaigns:
1- Evaluate your old content:
Review your old content and keywords. Add extra value to it; to make it match your user’s search purpose.
2- Map search intent:
When you want to start a new campaign; map for it. Prepare a list of keywords.
Create a chart with the categories and the search volume.
3- Extract data:
Extract data from SERPs. Do not forget to clear cash, and to do it in incognito mode.