Search intent is a very important marketing concept. Have you ever wondered what the difference is between content that tops the rankings for a short period of time and then drops, and content that continues to appear in the first results for long periods of time?! The answer is quite simple: “Search intent.”
In short, you can develop an ideal content writing strategy that includes all the elements, and even rank your content among the first page results on search engines, but you will remain one of the ranks that rise and fall, and the only thing that will help you develop your content writing strategy is: focusing on the search intent, or as it is known as the Search Intent.
In this article, we will learn about the term User Intent, its types, and its importance in improving your content according to SEO standards .
What is Search Intent?
The term “User Intent” refers to the primary purpose or goal behind a user’s online search, meaning it goes beyond the idea of using targeted keywords and delves into the primary motivation of the user when conducting the search, which is something that most content creators and SEO professionals overlook.
It’s not like it used to be, search engine algorithms now seek to deliver the most relevant results based on user intent and get that content ranked higher in search engine results pages (SERPs).
Why is search intent important?
While traditional SEO metrics like backlinks are still very important, Google’s algorithms are now primarily focused on search intent.
Let me explain this further; a few years ago we published an article titled: “ 12 Secrets to Writing an SEO-Friendly Article to Top Search Engines ”, and the article has been in the top three results ever since, and although we have written other articles before and after that at the same level, meeting all the required criteria, they did not even make the first page.
Perhaps you have guessed with us what the real difference is that might make an article top the list for a long time, an article top the list in the short term, and an article not top the list at all?!
The reason behind this was our focus on the visitor’s search intent, just make your content compatible with the keyword intent and leave the rest to Google!
Types of search intent
Let’s assume that you are in a fabric store. You will encounter different types and kinds of visitors who frequent the store. Some of them want to buy, some want to ask about prices and offers, and some ask about the types of fabrics and what they are used for. The same is the case here. The researcher’s intention differs from the purpose behind the research process, and we can divide them into four main types:
Informational:
The visitor’s intention here is limited to obtaining information about a topic or service, and in this case it is more appropriate for you to provide information of real value that makes you stand out in the eyes of both; the visitor and the search engine.
An applied example of this is searching using the word “iPhone”. In this case, all that the visitor cares about is getting information about the “iPhone” product produced by Apple. Therefore, all you have to do in this case is write content about the iPhone, its features, its versions, etc.
Navigational:
The visitor here has already determined his destination, he is going to a specific page, and often the search words in this type may include the brand name.
Transactional:
The visitor here is the buyer in a fabric store, he is a user who has already made his decision to buy, and if we take this previous example, your keyword here will not be “iPhone” or “iPhone features”, but rather “iPhone prices”.
Commercial:
The visitor’s intention here is to obtain information about a service or product before making the actual purchase decision. One of the differences between this and the previous type is that here he may or may not buy.
To be more specific, the keyword here will prompt a hesitant customer to take action, for example: “best places to sell iPhone.”
Keywords With Multiple Intents:
Of course, you will often find keywords with multiple user intents, in which case never dance on the ladder!
Don’t focus on both words, but focus your optimization on just one search intent word.
Looking for an example? Let us explain further:
When you search for a prominent keyword such as SEO, for example, you will find content that focuses on SEO in general, what is SEO, its definition and advantages, etc.
Some results focus on SEO tools:
In this case, we recommend that you choose the search intent that tops the first results because it is the one that the largest number of visitors are searching for.
Improve search intent
It turns out that search intent is a key element in developing an effective content strategy on your site, so Search Intent Optimization may be a necessary step to develop your site’s content.
What is the process of improving search intent? It is simply a process that aims to improve web pages to match the search intent of users through search engines (most notably Google), with the aim of increasing search effectiveness and improving the user experience by providing content that meets their needs and expectations. This process is usually done through several steps, which are:
Keyword analysis:
Do a thorough research to understand the words and phrases people use when searching for topics related to your niche using popular search tools like: SEMrush .
Understanding intention:
Try to understand what users are looking for when they search for these keywords; do they want information, to buy a specific product, or to make a comparison?
Content Optimization:
Develop content that meets the needs of your audience, and make it useful and unique. The content should be compatible with the way people search, and if the content includes images, you should also optimize them using alt tags for images to help improve the page ranking.
User Experience:
Make sure your site is easy to navigate and responsive across devices and screens, as a good user experience helps improve your site’s ranking in search results.
Internal linking:
Link your site pages logically and intelligently, allowing users to easily navigate between related content.
Benefits of Search Intent Optimization
In addition to increasing the likelihood of your site or page appearing in search results, there are many advantages to the search intent optimization process, the most prominent of which are:
- Increase targeted traffic:
By improving search intent, you will attract more visitors who have a serious intention to search for the information or services you offer, which in turn increases your chances of conversion and sales.
- Improve Click-Through Rates (CTR):
By using page titles and descriptions that are relevant and attractive to visitors, you will increase click-through rates in search results, which will increase the number of visits to your site and enhance its position in search engines.
- Increase conversion rate:
By providing content that is aligned with search intent, you will increase the likelihood of converting visitors into actual customers, as the content is perfectly aligned with their needs and expectations.
- Improve user experience:
By providing useful, comprehensive, and search intent-aligned content, you will increase visitor satisfaction with their experience on your site, which can lead to increased loyalty and engagement with your site.
- Enhance reputation and credibility:
By providing high-quality content that is aligned with search intent, you will build your reputation and credibility as a trusted source of desired information or services.
- Improving the user experience on the site:
By improving search intent, you ensure a smooth and enjoyable user experience on your site, increasing the chances of staying on the site and increasing engagement with it.
- Improve your site’s ranking in search results:
Over time and by achieving positive results through improving search intent, your site is placed at the top of search engine results, which of course enhances your site’s visibility and expands its influence among competitors.
Finally, our advice to you at SEO4All is to speak to your audience, with your audience’s tongue, and put your audience’s intention first. For more information on this matter, you can contact us , as we are available to serve you 24 hours a day.
