Developing a successful digital marketing strategy requires extensive research about who your target audience is. Having an idea of who your target demographic is and what type of content they respond to can help you optimize your website for maximum lead generation. On average, Google processes nearly 7 billion queries a day.
When a search query is entered, the Google algorithm will go to work to find the best information on the Internet to answer the user’s query. Several factors are weighed when ranking the content Google finds. Search intent is among the most important factors Google considers before ranking websites with information related to a consumer’s search.
Here is what you need to know about search intent and how to use it to rise above your online competition.
What Is Search Intent?
The term search intent is used to define the purpose of a user’s search query. Over the last few years, Google has made many adjustments to its algorithm. Google RankBrain, BERT and Google Hummingbird are extremely advanced tools that allow this search engine to interpret search intent. With information about the searcher’s intent, Google can display results that meet this intent.
There are a Variety of Search Intents
People use the results they get from Google in many different ways. How these results are used is solely based on the user’s original intent. Search intent falls into three basic categories.
- Transactional Intent- When a search engine user needs information to complete an action, this is referred to as transactional intent. This action can be things like making a purchase, calling a store or finding the address to a commercial storefront.
- Navigational Intent- If a person needs to find a specific page or website, they may search the name of the business or page on Google. People that perform this type of search have navigational intent. Usually, these types of searches are dominated by branded keywords.
- Informational Intent- Search engines users that are trying to answer a specific question with their query have informational intent. These types of queries will feature words like, “why do,” “how-to,” or “where is.”
The expectations a search engine user has will vary based on their original intent.
The Importance of Intent Targeting
If you want to optimize your website for better conversions, then you need to realize the importance of intent targeting. Optimizing your content with search intent in mind allows you to provide relevant results to the people that land on your website. Using intent targeting to develop content for your website allows you to reap benefits like:
- Lower bounce rates
- Increased number of page views
- Reach a larger audience
- Get your content in the featured snippet box
If you run a website that sells products to the general public, then you probably want to attract users with transactional intent. Businesses trying to drive traffic to their commercial storefront will need to target users with navigational intent. If you want to educate your audience and enhance your image as an industry leader, then attracting users with informational intent is crucial.
Using the information in this article can help you target consumers and convert them into actual customers.
By, Peter Roesler, President of Small Business SEO. 25+ years in marketing! Yippee.
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