Search intent is the “Why” behind the search query. Why did the customer make the search in the first place? What does the person want to learn? It is basically the intention behind the searching question. Like if somebody wants to know the names of clothing brands where summer arrivals are available, the intention behind it could be shopping, checking the prices or finding the clothing fashion.
Search intent must be kept into consideration because this way you will know how you are going to entertain the queries of your customers. If somebody searches on your website about your services, you should exhibit all sorts of services you can provide. And if somebody is asking about your projects, you can display ongoing projects or your products.
Types Of Search Intents
Speaking broadly there are four main sorts of search intents. Let’s discuss them here.
To reach Somewhere
If somebody wants to reach a particular social media page or wants to visit any food website, he/she can simply write the name on search bar and the search engine will display all the related links. If someone wants to visit the menu of Gloria Jean’s, he/she will write Gloria Jean’s and all the relevant links will be displayed.
To Explore Something
This type of search query includes question words like “how to”, “what to”, “where is” and “why”. And all the affiliated information considering the further query is displayed. But these question words are classified separately and it is the most broadly used class of research.
To Do Something
This query is based on the set of actions the user wants to perform. For example: If someone wants to login on Gmail. He shall write Gmail sign in and all that information collector will appear.
To Not Pay For Something
We call these “freebie keywords” and these are used to find out any free stuff available in food, clothing or accessories market. We all have seen advertisements like buy one get one free these kind of searches reside under this category.
Optimizing For Search Intent
Intent optimization can be boiled down to So, obviously, intent optimization can be boiled down to “create pages that answer the user’s questions or allow the intended transaction.” There are some guidelines you can follow to treat different intents.
Informational Intent Optimization
Queries will have the question words, to optimize queries that start from “what is”, “how to” and “history of, needs to be embedded inside the html tags of the web page.
- <h1>How to make tea?<h1>
- <p> Tea regulates many functions of the body. Somebody wants tea because he/she is not feeling fresh.<p>
Transactional Intent Optimization
The person using keyword phrases that include specific product names in association with buying words — such as “buy,” “coupon,” “discount,” and “shipping” — are ready to make a purchase. Here are the principles for transactional intent optimization:
- Clear CTA
- Clear Design
- CROed Text (content that creates emotional bondage)
How to Use Search Intent for Your Business?
Transactional queries are going to be your first thought in this regard. But there is many more you need to keep in mind.
Optimize these pages using products and brands’ names in the html tags. Also make sure that you have the running landing pages connected with the buttons of navigation bar.
Major search queries are information based. You can’t ignore them. Optimize your web pages by finding the intent of your visitor. Like if you are an IT company, the job seeker would like to know what sort of vacancies you have, so your pages must be optimized to support his query.
Create landing pages for these that allow users to make the transaction/conversion directly on the landing page. These pages must be perfect because here’s the place your business is making cash. These include signup forms, lead submission forms, or add-to-cart buttons.
If you offer free versions of your products/services, obviously create pages to target these queries. Even if you don’t, you can still get value from these users. Curate lists of free resources. Much like with informational queries, you can use these queries for brand/offer awareness and lead generation.
If your pages are not optimized with the search intent, you better do it now. Otherwise you will not be able to get the maximum reach and no reach means no business.