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User or Search Intent Tips for SEO

Apr 9, 2020

User or Search Intent Tips for SEO

The search or user intent states which intention or goal an internet user has while entering the search term in the search engine. The user intent is the central factor in the content and SEO and is eclipsing the individual keywords as the dominant ranking factor.

Search intent is a powerful tool for your marketing arsenal that will help you rank higher in search results with less effort. Search intent is the words people are using when they are searching online, usually specific phrases related to what they want to find, solve or buy. Search Intent allows marketers and business owners to understand what customers are looking for so they can use this information as leverage in their marketing plan, increasing sales and ROI quickly. Search intent has become increasingly important because it gives companies valuable insight into how people seek out products and services online.

What’s Search Intent?

When it comes to your website, organic search visits will be very important and must be your top source of traffic. This kind of traffic is a result of the customers seeking specific information, and making use of the search engine and the results to end on your website. Seeing that Google sees around 15% of the daily searches for the first time, it makes use of RankBrain. It is one machine-learning algorithm that Google uses to evaluate the relevance of websites and offer the searchers valuable and relevant results.

Why User Search Intent is important for SEO?

In the past, you can just use a few basic keyword tools to find popular keywords in the industry, and pack the website with them. So, what became like ‘keyword stuffing’ was a simple way of skyrocketing the local business’ ranks. But, it has changed with the introduction of RankBrain. Now, coupled with the keywords, Google uses more than 200 more factors while ranking pages on your website, like content length, relevance, freshness, domain authority, security, backlinks, and lots more.

Google sees how user-friendly the website is: how your website engages your customers, and if it satisfies the search query. This refers to the combination of keywords as well as user experience signs as the latent semantic indexing — and analyzing intent behind its search, instead of an exact phrasing. For this reason, it is very important to ensure that the SEO strategy aligns with the customers’ intent.

Search intent will tell you why the searcher conducted some searches. For instance:

•    Are they looking for specific products and services?

•    Are they looking to make any purchases?

•    Do they wish to educate themselves about something?

Different Kinds of Search Intent

The target audience & potential customers search on the internet web for multiple reasons. Due to that, you have to know about the different kinds of search intent. So, here are some common ones:

Informational intent – Most of the potential visitors are the people who are looking for specific information. They’re looking for resources online that provide you with relevant answers to the questions.

Navigational intent – Such searchers have previous awareness of the brand, and would like to visit the website; they enter the name straight in a search box.

Transactional intent – The people with transactional intent are making use of search to buy products and make online purchases.

Commercial intent – It is very much similar to transactional intent since it generally leads to the purchase. But, the searchers aren’t ready to purchase from you. They are browsing the internet, visiting many similar websites, and reading reviews online to find the right deals.

How to Know Your User’s Search Intent

Traditionally, for targeting the relevant keywords, marketers make use of keyword research tools such as Google Keyword Planner. Such tools are the fundamental aspect of keyword analysis since they offer you multiple keyword choices as well as give you high insights into them. The only problem with the tools is they do not inform you of the target audiences’ intent.

User intent might be informational, navigational, or transactional. Suppose the keyword is generally searched with an intention of finding more about it, this search will be informational. Suppose a user wants to lead to certain sites, like with the brand names, then their search will be navigational. Suppose the user’s intent will be buying something behind the search term, then the search will be transactional.

Google knows the user intent

Google strives hard towards displaying the relevant info for your user in the search results. The search engines focus on finding the intention of the user as well as improving semantic search: In place of the individual keyword, the search engine checks the connection between the words of the search term. Google now can recognize the semantic meaning, context, and user intent of the search query.

High-quality content satisfies the user’s intent

Such development moves the good and holistic content, which satisfies your user intention, in the center of SEO. The high quality of content coordinated with the expectations of users measurably influences the ranking factors as well as allows a good rank in the Google results. It means knowledge of the user requirements is the basic condition for good content that is considered quite relevant by Google. The companies and the publishers should consider if the content satisfies the requirement of the readers. They want to orient the content over keywords that will correspond to the user intent they would like to serve. The technical optimization should be linked with the relevant content that is context & user-centered.

Data science & agile content development

It’s out of necessity that agile content development now has developed: The technology-supported way of developing & continuously optimizing competitive content. Agile content development actually makes superior content possible that specifically meets the requirements of the consumers. Data science replaces the guesswork about what the user wants with actual knowledge. This procedure model is totally based on deep learning technology. Based on many pieces of the collected & analyzed data it determines the exact user intention behind the search terms.

User Search intent in the Searchmetrics Content Experience

Searchmetrics Content Experience combines the measured data with the creative writing process. Here software shows a way to storytelling that fulfills the expectations of the users. Topic Explorer, an instrument for topic research, shows the semantically related topics & depicts them as the search intentions, amongst many other things. It divides topics into 4 phases that the potential buyer goes through during the purchase: Evaluation, perception, purchase & customer loyalty.

Tailor Content for Every Stage of the Buyer Journey

Optimizing the homepage and product pages over transactional queries is the best way of targeting your customers who have the clear intent of making the purchase and hiring the service.

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