Understanding Your User's Search Intent

Search intent is the purpose of a user’s search - what is the main goal users trying to achieve when typing in a query on Google search? Having a good understanding of the search intent of your audience can be that secret key that makes your content strategy okay to amazing. As SEO specialists, it is crucial we understand user intent, and with this understanding, we can target keywords that align with the target audience and create content that will fulfil users' needs.

What Is Search Intent?

Search intent also referred to as the user’s intent is the primary goal users want to achieve when searching for a query in a search engine. Google cares about user search intent and satisfying search intent is a primary goal for Google. When users search for a particular query Google automatically interprets and shows relevant information that aligns with the query. Therefore, in order to have a strong content strategy and to get your business ranking relevant keywords - it is important to understand your target audience and what they are searching for.

Google Cares

As mentioned above, Google holds the primary goal to satisfy users’ queries by finding and presenting them with relevant information. Therefore, making it a primary goal for SEO as we want Google to present our website when our target audiences are searching for relevant keywords. As SEO specialists, if we understand what users are searching for and construct our content strategy based on this intent it will increase the ability of the website to rank for targeted keywords. If the website does not align with the user’s search intent, it will simply not rank.

Alternatively, when users search for a query and leave or send the end without clicking on anything - this sends a signal back to Google that the intent is likely mismatched.

Benefits of Understanding User Search Intent

There are numerous benefits that come with having an in-depth understanding of user search intent. It creates an opportunity to put your website ahead of competitors and increase visibility and chances of a click-through and a conversion. Here are some other key benefits search intent can offer.

Increase and Improve Website Search Engine Ranking

Google and other search engines use an algorithm to rank a website based on how well it matches the user’s search intent. If the website contains content that is optimised based on user’s needs and wants (aka search intent), the more likely it will rank in search results.

Target Your Target Audience

Create and include optimised content based on user search intent as part of your marketing strategy. Relevant content can attract and potentially convert leads into customers.

Provide a Better User Experience

Give users what they are searching for and they are more likely to see your content and website as a trustworthy authority and will come back in the future. Providing relevant content and useful information to your target audience will ultimately create a better user experience.

4 Types of Search Intent

Informational

Informational search intent is often question-based queries such as how-to, who, what, where, when and why. These types of queries are the most common form of search intent as users seek answers to an infinite number of questions.

Commercial

Commercial search intent is when users investigate a product or service before any decisions or purchases are made. These users have passed the informational stage of your search and are now looking and comparing products and brands that can offer them the best solution.

Transactional

Transactional search intent is when users are searching for a specific product or brand to make a purchase. At this stage, users are looking for a place to make a purchase.

Navigational

Navigational intent is when users search to navigate a specific website landing page such as “Facebook login” or “Netflix log in”.

User’s search intent comes in a selection of forms and it is crucial and beneficial to understand these four types of search intent.

Starting an SEO journey for your business and ensuring your business caters towards search intent is a breeze. At Blackpepper we specialise in SEO and help businesses build a strong SEO strategy. Feel free to get in contact with us for a free quote.