Design

Why Is Search Intent Important?

Let start with this article. I’ve written this article to answer your question “why is search intent important” I’m looking to provide information that will satisfy your intent.

You’re not looking to buy something or looking for something random like a news article, ut you’re looking for an answer to a question. 

Search engines like google have advanced with the aid of NLP and can understand the search intent and display relevant web pages. 

According to Hedgehogdigital.co.uk

Research has found that 80% of user queries are informational in nature. 

Commercial investigation intentions are shown when the searcher is looking to make a purchase but isn’t 100% committed to a specific product or service.

The overall benefit to your business

  • More impressions
  • Increased targeted visitors
  • Improved click-through rate
  • Higher conversions
  • Build a trusted brand

WHAT IS SEARCH INTENT

Every search made on a search engine is intent. Search Intent informs us what the searcher wants to find out where they want to go, their location and what action they likely take on your website.

It could be an intention to learn, find a specific website, compare products or buy something. 

Suppose you type in the word pool. Do you mean swimming pool or pool table? Maybe something else. 

Another example is a search for ‘plumber near me’ which indicates that the user wants to contact a local plumber.

Google will rank websites that offer local plumbing services, often display the top 3 local searches in google maps otherwise called the map pack. 

It’s also great for ads. If you can target those looking for your product or service, t can reduce your cost per acquisition.

Suppose you compare to TV ads during something like a big sporting event. It’s great for brand awareness, but not everything may be looking to buy your product. If you’re selling a beef burger, how many people watching the sporting event are vegan? This is why identifying search intent is vital; know your audience!

FOUR TYPES OF SEARCH INTENT

There are a few distinct types of search intent:

Informational intent 

People are looking for an answer to a question. 

Navigational

People know the name of the company but want to search for their website. 

Transactional

The intent is to buy. You know what you want, but maybe you’re trying to find the best deal. 

Commercial investigation

Just before the buying stage, you wish to compare products and services. Say you know you want an iPhone but not sure on which modal meets your requirements. 

HOW DO SEARCH ENGINES SATISFY USER INTENT?

Major search engines like google understand that if a user is located in Cardiff and search the address for google, they want to address the nearest address to their location. 

Using this understanding, Google measures how well they satisfy a user’s search intent against their ‘Google Search Quality Rating Guidelines’, which helps the engine understand and apply the intention.

Words and phrases have multiple meanings. When a user searches, Google lists the most popular explanations first to maximise the likelihood of satisfying the user’s intent.

Google doesn’t perform great with words that have unclear or ambiguous meanings; the algorithm scans for hints regarding search intent. 

The algorithm determines intent and fine-tunes particular results, which usually involves interpreting the queries according to a series of categories accounting to Found.co.uk:

Common interpretations – if a query has a number of interpretations all of which are equally common or popular, Google will cover all bases by providing a range of results that cover all the interpretations.

Dominant interpretations – these are queries in which most users mean the same thing so that the interpretation should be clear from the beginning.

Minor interpretations – searches like these have less common or recognisable interpretations, but Google can often eventually interpret them accurately using location data.

Do, Know, Go – a series of concepts that helps Google understand what the user is trying to achieve in active terms, and allows it to supply the most relevant information as a result.

HOW TO DECREASE THE BOUNCE RATE?

Bounce rate is an Internet term used in web analysis. It represents the percentage of visitors that enter your site and then leave (“bounce”) before clicking on another page on your site. 

Bounce rate is measured by adding the number of single-page views and dividing by the total views. It’s not always a bad thing. For instance, there are one-page websites. It’s only an indication of an engagement or the appeal of your content. 

HOW TO SEGMENT YOUR CUSTOMERS

Start by thinking about your goal. What do you want the user to do? Who do you want to attract? 

Your goal could be any of the following:

  • Educate potential customers on your product or service.
  • Be a subject matter expert.
  • Brand awareness. Try to get an email address so that you can market to later. 

Next research relevant keywords to target, you first need an understanding of your readers.

The easiest way is to add value. Look for long term keywords that people are searching for answer the question better than your competitors. Be the go-to resource. 

HOW SEARCH INTENT CAN INFORM YOUR CONTENT STRATEGY

Try to reach users at each stage of the customer journey but start with informational intent. It’s the easiest to rank on search engines. 20% of all searches are new on Google. For instance, who heard of Covid-19 in 2019? 

Generating high-quality informational copy that provides a solution to users questions can be profitable for many different types of business in the long run. 

It’s cheaper to market to an existing customer than new customers. Think of a customer as a friend. Would you take, take, take without giving anything in return. Give something back. 

Not all of your content should be created to address informational queries. You must cover all types of search intent queries.

The aim is to reach users at different stages, communicate how your product or service can help, ultimately encourage them to convert.

CONCLUSION: HOW TO IMPROVE YOUR SEO BY CONSIDERING SEARCH INTENT

It is easy and usually tempting to get yourself side-tracked while generating content for a website. Try to think first and foremost of your end-user.

Ensure that the content of your site matches your visitor’s search intent.

Google has become increasingly more intelligent; it is more able to determine a user’s search intent.

Search engines see people arriving at a site and bounce. Also, see if they go somewhere else because that site doesn’t satisfy their needs.  Remember that search engines will learn from that and display the best performing websites. 

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