Search Intent Magic: How To Use Search Intent To Grow Your Business
It’s no secret that search intent is going to be a big thing in the years to come, especially when you consider that artificial intelligence is well on its way to becoming a major part of how SERPs are ranked. It also follows that search intent is going to be a major part of how businesses will carry out their digital marketing campaigns and how they will tailor their website to target a particular demographic. Understanding the importance of search intent is not going to be enough if you don’t know how it works and how to best utilize it to your benefit.
Here’s a quick refresher.
What Is Search Intent?
Search intent is defined as a user’s ultimate goal when a search query is made. The true significance of search intent lies in Google’s drive toward content relevance and task accomplishment. The latter refers to whether or not the search results that Google provides users with are able to help the user achieve their purpose.
Search intent comes in three general types:
Navigational – which means that the search is intended to help a user find a particular website or to find a particular business locally.
Transactional – which means that the user’s objective is to make a purchase of a particular item or to look for a service. AI will make it more likely for the search results to show the websites of businesses that are selling a product or service that the user is looking for.
Informational – which is made with the intention to learn and to gather information on a particular subject. Websites that are deemed authorities in their field are likely to be shown to a user whose intent is categorized as informational.
How Do You Use Search Intent To Your Advantage?
Now, as previously mentioned, knowing what search intent is isn’t enough to create results. You’ll need to know how to properly make use of this information to benefit your marketing campaign. However, it’s a good start in the right direction.
Remember that the primary purpose of search intent is to help users accomplish a task. This means that the search engine algorithm is going to filter search results to that effect, according to the perceived search intent of the user. So, in other words, you have to define what type of website you really plan to build and to gear your content toward that objective.
For example, if you want to build an informational website, then you have to create information-rich content that also provides answers to a specific question or questions. Specific information is going to hold more value than general information.
If you plan to target transactional user search intent, then you have to provide information on your product or service, as well as show reviews for it. You can also consider using data to identify strong purchase intent and to tailor your content accordingly.
Navigational searches are easy enough to understand and even easier to put to your advantage as all you really have to do is to make your website distinct from other websites with relevant content.
Search intent is not something that is yet to come. It’s already being applied in the current Google algorithm. Stay updated, build your knowledge. After all, knowledge isn’t just power; it’s also profit.