Search intent refers to the questions like why the search is done and what is the expected result, also, what the user wants to do with the search?
Except for matching the search phrase, Search Engine also parses the phrase and checks its search history for a better understanding of what exactly the user wants and leads him to the most suited page. This has become possible because of keyword intent or more precisely user intent.
The Search Intent is proving to be great for marketers as they get to know about what the users want and expect. It is giving user more personalized experience. And at the same time helping SEO Experts and Marketers leverage their SEO efforts by turning the user into a regular customer.
The search intent can be broadly classified into four core categories:
1. INFORMATIONAL INTENT
It deals with the information search and tells what the user wants to know. Here the user is not specific about what he needs; rather holds a vague idea about it and wants to know more. These search generally involves usage of words like “what”, “when”, “where”, etc. or more precisely all “wh” words or question tags.
2. NAVIGATIONAL INTENT
It deals with something the users already know. It’s a very specific search. For instance, the user searches Gmail, it means that the user wants to log in his Gmail account and work on it; it doesn’t mean that the user is interested in knowing the information about it.
3. TRANSACTIONAL INTENT
It deals with sales and purchase of the products. For example, if the user searches for some product that means he is interested in buying it.
Few Transactional Keywords are:
4. COMMERCIAL INVESTIGATION
It deals with the investigation of product for the purpose of buying it. These are potential future transactional intents. These searches are done when the user is not fully satisfied with the product but is willing to make a purchase. For instance, before buying a mobile phone, people often search “which mobile would be best to buy?”
Keyword intent is the base of search intent. All the four core categories of intent come under this. For instance, if the user searches something like “best place to visit” or “best hotel”, it would mean that he is planning for a vacation and is likely to make necessary bookings in near future; if a users search for the sale or discount that means that user is prone to buy soon.
It is important to Optimise your content for Search Intent:
Marketers must understand what actually the user wants and then serve accordingly. The content of the website must be influencing and must answer all the queries of the user. Content should be short and precise, more informative and must contain relevant information for instance; one can include facts and figures, surveys, etc. so that they can prove what they are claiming. This gives the user a better experience and turns him to be a potential customer. Apart from this, one needs to check his website on a frequent basis to make changes as per the user’s demand.
Gone are the days when you can put up anything on your website and earn. With the advancement in technology, the users have also grown and have become cleverer; they no longer encourage what doesn’t suit them. They are ready to spend if the content and quality of information is good. So one needs to put the relevant content of their website and in the best way, they can. The content should be more from the perspective of users rather than the money makers.
A Digital Marketing Coach and Consultant, having 9+ years of experience in User Experience Design, Web & Mobile Product Management.