Have you ever stopped to think about why someone might be doing a specific online search? Whether they’re looking for an answer to a question, trying to visit a particular website, or simply looking to make a purchase, there’s always a reason behind every search – and this is known as search intent.
Understanding search intent is crucial for businesses, as it helps them to create content that meets the needs and expectations of their audience. In this article, we’ll explore the four main types of search intent, and how you can use this knowledge to improve your SEO.
The Four Types of Search Intent:
Many searches on the internet are driven by a desire for information. People might have a specific question that they need answering, or they might simply want to learn more about a particular topic. In either case, the search intent is informational.
For example, someone searching for “how to build a bird feeder” is likely looking for step-by-step instructions or guidance on the topic. Google’s algorithm is designed to understand this intent, and will often return results that include videos and images as well as written content.
The second type of search intent is navigational. This refers to searches where the goal is to visit a specific website. For example, someone searching for “Facebook” is probably looking to go directly to the Facebook website.
It’s important to ensure that your website can be found when someone searches for your company’s name, as this can be an effective way to drive traffic to your site. However, it’s also worth noting that ranking highly for a navigational term is only really beneficial if your website is the one that people are looking for.
Transactional intent refers to searches with the aim of making a purchase. These types of searches often indicate that the user knows exactly what they want to buy, and are simply looking for the most convenient or cost-effective way to do so.
For example, someone searching for “best washing machines 2021” is likely looking to buy a washing machine in the near future, and is using the search to find the best options available.
Finally, there’s commercial investigation intent, which refers to searches that are conducted for research or comparison purposes, with the intention of making a purchase at some point in the future.
For example, someone searching for “SEO plugin comparison” might be considering investing in an SEO plugin, but wants to do some research and compare their options before making a decision.
The words that people use in their search queries can give us insight into their search intent. Similarly, using specific keywords in your content can increase the chances of being seen by people with matching search intent.
For example, keywords with transactional intent might include words like “buy”, “deal”, “discount”, or product names. On the other hand, keywords with informational intent might include words like “how”, “what”, “why”, or “definition”.
It’s important to create content that aligns with the search intent of your target audience, as this will help to provide value and improve the user experience. For example, if you’re a business selling washing machines, it’s no use ranking highly for a search term like “best washing machines 2021” if your website doesn’t actually provide any information about the different options available.
In conclusion, understanding search intent is key to creating content that meets the needs and expectations of your audience. By understanding the different types of search intent and using intent-specific keywords in your content, you can improve your SEO and drive more relevant traffic to your website.
So, now that you understand the importance of search intent, it’s time to take action! Start by reviewing your existing content to see if it aligns with the search intent of your target audience. Consider adding new pages or blog posts that specifically address the informational, navigational, transactional, or commercial investigation needs of your audience. And, don’t forget to use intent-specific keywords to help your content rank higher in search results.
By following these tips, you can improve your SEO and drive more targeted traffic to your website. Happy optimising!
Or if you are you struggling to get noticed in search results, our team can help you to optimise your website and increase your search visibility. Request a quote now to get started.