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If everyone performed their Internet searches in the same way, then search engine optimization (SEO) wouldn’t be the art and science it is today. But the truth is that people search in different ways, and your brand needs to understand how searchers’ intent – not their actions alone – affect your likelihood of being found.
“Understanding the intent behind the keywords you target simplifies the entire SEO process,” wrote Search Engine Land contributor Marcus Miller. “Trying to rank content where the intent of your message is different to the intent of the search term is doomed to failure.”
Instead he advises, “Creating content that ranks well and converts users requires a crystal-clear understanding of what the searcher is looking for. By simply searching for the terms we want to target and reviewing what content ranks well, we can identify what type of content we should be creating.”
An Understanding of Searcher Intent Starts With Three Categories
In general, there are three types of search intent: informational, navigational and transactional. Let’s take a closer look at those:
Informational intent. This is simply web surfers looking for information about a subject, whether it’s the weather, advice about child-rearing, recipe suggestions or what’s involved in ripping up and replacing old kitchen tiles. Informational searchers are looking to educate themselves on a topic before they take any concrete actions.
Navigational intent. Web surfers with navigational intent are trying to get to a specific website for whatever reason. They might be looking for a specific social media site or seeking information on a store’s hours, for example.
Transactional intent. The third major type of search intent is transactional intent. This is a web searcher looking to do something specific: make a purchase, submit an application or pay a bill. These individuals may also browse a little between sites to find the best deal, but the end goal is to complete a transaction.
The Intent May Lie in the Keywords
So how do you customize your SEO by determining search intent? The clues lie in the words people use in their searches. If browsers are using words like “buy,” “deal” or “discount,” or naming specific products, they are probably transactional searchers. Searchers using words like “information,” “how to” and “best way to” probably have informational intent. Navigational searchers will search by website name.
Optimizing the Content for Search Intent
The next step is to make sure your landing pages fit search intent. If web surfers are doing research and searching for information, you don’t want to put them off by flashing them a product page (not yet, anyway). You might scare them away. On the flip side, if searchers want are looking to buy your product, you don’t want to bore them with hypotheticals and long articles. Instead, your goal should be to present your products and services in an accessible way.
If you’re having trouble determining searcher intent, you should consider asking your audience a short pop-up survey. Keep it short and simple, though…your searchers will become annoyed with anything that takes more than a few clicks.
SEO continues to change along with market shifts. As more and more web surfers use their voice to conduct search, it’s also changing the way keywords and targeting works.
In need of SEO Consulting? Keyword Performance offers expert services that take into account the specific needs of each client. We work closely with clients to learn what it makes their business unique, and what is needed to be successful on the Internet, and show you how to get there.
