Why is Search Intent Important for SEO

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Why is Search Intent Important for SEO

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.

search intent

What is Search Intent?

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.



What are The Types of Search Intent?

Among others, there are four distinct search intents.


Informational Intent
People rely on the Internet to get information for literally everything. They have specific questions and Google's increasingly intuitive algorithm would match the searcher's intent accordingly. For example, when you search a particular food item, Google would also show you how to recipes, videos and images to give you a comprehensive search result.
Navigational Intent
People with this intent wants to visit a particular website. It takes time for your website to gain widespread recognition before people would search for your website directly.
Transactional Intent
A very common and prevalent intent is to search and browse the web to buy something. Quite often this intent is a follow up action after and informational search intent.
Commercial Investigation Intent
This is a combination of informational and transactional intent. It's common for people to do their pre purchase research of a particular item before they make a final decision to buy. It is literally a purchaser doing investigative work to ensure he makes the right purchase decision.


There another intent that works both ways between you and your targeted audience. The keywords used in a search query is an indication of a searcher's intent. The search phrase would typically have words like "buy", "near me" "product names", "how to", "where" etc. These are connected informational and transactional type keywords. Seek information and then buy scenario.

Optimising your Content to Address the Different Search Intents

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.

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