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The Value of Search Intent in SEO - Things to Know

The Value of Search Intent in SEO: Things to Know

Search intent SEO comes hand in hand in the quest for a better online presence.

Starting your digital campaign without fully grasping the importance of a user’s intent may do more harm than good. As you know, SEO is constantly changing. Search engines like Google are shifting their focus to providing the best and the most relevant search results for users.

With that, companies should know what to do to keep up with these changes. Advanced Digital Media Services is here to walk you through the different types of search intent. Find out what you can do to leverage users’ intentions behind every search query and how it impacts your SEO campaign.

What Is Search Intent?

Also called “user intent,” search intent is one’s purpose or primary goal behind a search. With Google’s algorithms, Google is able to determine the intent of a search and display the most suitable results. The results are snippets like the Knowledge Panel or the Answer Box.

Search intent also reveals potential keywords you can use to target the right people — effectively converting clicks into sales and users into customers. Since different users have different intentions when searching, having an understanding will help you optimize your website. This will have a positive impact on your SEO campaign.

What Are the Different Types of User Search Intent?

Now that you know the answer to “what is search intent?” the next thing on our list is the different types of intent. Knowing the differences between them will help you get the most out of your content.

Navigational Intent

These are searches done to find a specific website. People usually type a keyword rather than type the URL itself. As it is easier, users type website names or brand names, including specific keywords, to find the exact page. An example of this is typing “Facebook login” rather than www.facebook.com.

Informational Intent

This type of search intent is for people looking for information — may it be a definition, a guide, or a recipe. Users looking for an answer to their question usually start their query with a “how to,” “why do,” “where is,” and “what is.” Others may only type a specific term and find the information they need.

Transactional Intent

Transactional user search intent means a person is either looking to make a purchase, make a phone call, visit a store, submit a form, or signup an email. As users are no longer researching the product, service, or subscription they intend to purchase, the search terms already include a brand name. This also means they’re looking for a website or a place to purchase it.

Commercial Intent

Users with commercial intent are conducting their investigation or research for a product, subscription, or service. This also means they have moved further up the purchasing funnel. Users with this type of intent have narrowed down their options. They’re at the comparison stage — weighing the options that best suit them.

These intents are classified into two categories: low intent and high intent. Low intent keywords either have an informational or navigational intent. This means that the user is not going to make a purchase anytime soon. On the contrary, high intent keywords signify that a user’s search query will likely lead to a sale.

Why Is Search Intent Important?

Users go to search engines with a goal in mind to find the answers they’re looking for. Before, the main focus of SEO was to optimize content for high-ranking keywords. Though effective, it doesn’t always satisfy the needs of users. With Google prioritizing user experience, search intent has become valuable.

Just integrating keywords into your content is not enough. The information you provide should be aligned with your audience’s intent. Here are the reasons it’s important to match users’ search intent:

1. It keeps your leads on your website.

When you provide thorough and relevant information, there’s no need for users to go anywhere else. Users will navigate your website and browse through all your content. The time users spend on your website sends a positive signal to Google.

Google will boost your website’s ranking to give users the most relevant information. Apart from improving your rankings, it will also bring you more leads. When you get relevant leads, you’ll likely earn more sales.

2. It puts you in a position of authority.

Matching the search intent of searchers puts you on top of your industry. The information you publish gives users the sense that you are well-versed in the products, services, and the field itself.

When people have a query related to your industry, they’ll likely turn to you for answers. It means that you have succeeded in building their trust and loyalty. This will lead to more website traffic, improving your website ranking.

3. It boosts brand awareness.

If you want to secure one of the most coveted spots on SERPs, keep search intent in mind when creating content. Remember, when users get more than what they’re looking for, they’ll stay on your site longer.

They’ll get to know your business, what you do, and why you do it. When you’ve already established a relationship with users, they’ll choose your brand over the several competitions they find across the internet.

4. It meets users’ needs better.

Search intent allows you to meet the needs of users. Matching their intent behind a search query gives them access to the information they need. You may focus on providing them with how-to content.

Once they find the answer they’re looking for, they’ll engage with your content. You may even score a share or a comment. Fulfilling their needs will lead to more traffic, better conversions, and relevant leads.

Entrust Your Search Intent SEO Needs to Experts

At Advanced Digital Media Services, we help businesses establish their presence in the digital world.

Our knowledge and expertise in SEO are guaranteed to improve your rankings. We have a team of professionals that can create high-quality content for your target market. With us on your side, you can do more for your business. Schedule a call with us today!

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ADMS Paul Donahue

About Paul Donahue

Paul Donahue has been in the digital marketing realm since 2009. He has an intense passion for creating a dynamic digital presence for his clients through modern websites that rank well on Google. His company’s website is Colorado’s top-ranked SEO company. Author of three books published on Amazon, he is particular about staying abreast with the constantly changing SEO and digital marketing industry trends.

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