What Are the Main Search Intents and How Can I Make Use of People’s Searches?
Do you want to understand the importance of a user’s search intents? Have you faced difficulties in your attempt to leverage people’s searches? Is proper use of search intent the limitation to your SEO results? Follow us as we unveil all the details as it concerns search intents.
Search intent or keyword intent are the reasons why people type in their search query, that is to say, the principal goal of a search. Usually, users do have mindsets while typing in words in the Google, Bing, or Yahoo search box. This user’s mindset is what we refer to as search intent. Consider the following examples – What is pipe-hole? How to make French fries? Italian leather shoes, Honda Civic prices, etc. These are a few searches that could be made.
Search engines obtain and compare search queries with possible search intents to provide the best content that would match a user’s needs.
What are the main search intentions?
We now have a clearer picture of what search intent is all about. We’re going to discuss the main types of search intents below.
There are four main types of search intents that you should know:
- Informational intent: The first on the list is information intent. A great number of searches on the web are of people seeking information. Information about the products, information about education, information about SEO, etc. Usually, people have an individualized question or desire to know more about a certain thing. For instance – “steps to make bread”, “how does corona kill”, “contents of a fruit juice” and several other information-seeking intents.
- Navigational intent: The name speaks for itself – to navigate. Most users with navigational intent try to find their way to a particular website. So, when people search for Facebook, LinkedIn, and Gmail, they most likely want to navigate to those sites. A high rank on a navigational intent is only important for your traffic. If the searchers are directly looking for your site, it would be a null effort for you to rank high on a search directed to Facebook when your website provides SEO content.
- Transactional intent: People who often use transactional intent are probably trying to close a deal. Several people purchase items on the internet and search the web to find these items. People who have the intent to purchase would certainly fall under this category. For instance, “order for phones online”, buy leather shoes” book a flight online”, and other related searches.
- Commercial intent: The purchase intention of some users may be futuristic. However, such people may decide to research products of interest, to widen their scope of knowledge and inform their decision. In this context, the intent is transactional but would require more time for the real deal. Hence, it is called commercial intent. Examples are “best fax machine”, “fastest racing cars”, and “prices of new laptops”.
With this level of knowledge, I shall usher us into steps to effectively use search intents.
How to use people’s search and search intent?
With the trend of things on the web, no matter how friendly your website is with SEO, you would crumble down in search engine results pages (SERPs), unless you optimize your content for search intents. Follow the steps:
1.Proper research on keyword intents: You have to equip yourself with knowledge about relevant keywords for your content and the intent of your potential searchers. You can do this by checking out the contents of those that ranked higher on Google search results.
2. Plan your content with necessary intent: look out for keyword intent relevant to your product and use them in writing your content. This will increase your ranking, lead and help you strike more deals.
3. Optimize for user experience: Review the level of users’ interaction on your site, restructure your content using search intent and keywords to raise your organic traffic and convert leads to sales.
4. Maintain best practices at the top, middle, and bottom of the funnel: Marketing funnel is a concept that explains the conversion of leads to actual customers – a process where large organic traffic is gradually converted to buyers with a decrease at each stage.
- Top of funnel: This is the first and flooded level where numerous users visit. The target here should be awareness, advertisement, and campaign. Information search intent would be great.
- Middle of funnel: At this level, the lead is being nurtured so as to gain their interest. The focus is more encouragement, free trials and gaining the trust of potential customers.
- Bottom of funnel: Here, the lead is converted to actual customers, sales are made. At this level, the focus should be on giving the users the best experience possible.
The diagrams below will give you a clearer picture of what funnel is all about.
SEO strategies cannot be effective enough without proper exploitation of search intents. Optimize your content for search intent and watch your site get stocked on top 5 Google search results.