Google takes search intent into great consideration. Satisfying a user's search intent is primarilyGoogle's #1 goal. Therefore, if you want to succeed with SEO and your online marketing strategy, search intent needs to be part of your SEO approach. When you fulfil users search intent, you fulfil their needs better and searchers will spend more time on your website. This will ultimately drive more traffic to your website. Understanding search intent will help to build authority, relevance and trust, thus improves SEO ranking.
The purpose of an online search can be characterised as a search intent. It can also be described as the intent or motivation of your audience. We all have a reason when we do an online search. And with this in mind, Google consistently tweaks its search algorithm to determine people's intentions when they make an online query. Naturally Google wants to render better and more matching search results. Understanding search intent is critical to helping you get better leads and conversions. Just having high traffic is not enough. The high traffic has to yield better leads.
Anticipating a search intent is critical to the design and development of your website. It is literally organising your responses to pre-empt your searcher's intent. Thus, each landing page in your website has to be well thought out with each having a clear purpose. For example, you do not want to show your searcher a product page when he is actually looking for information. Another way to explain it is to give your audience the right landing page to match their search query. Optimise your pages to meet probable search keywords. If you sell reusable face masks, then optimise that particular product page with the appropriate keyword phrase. Additionally, for informational intent searches, you can optimise an article page teaching people how to use these face masks correctly.
Determining search intent queries with one hundred percent certainty is not possible. There are myriad users with different user intent but this should not deter you from understanding your audience better, anticipate their intents and keywords and then apply Search Engine Optimization (SEO) techniques to get the best out of each web page of your website.