Whether you’ve realized it or not, the way we find information has changed drastically in the last 10 years. With every new search engine update, our technology is growing and molding to the way we think. Instead of sorting through irrelevant webpages, we can get a quick answer at the click of a button or voice search. That’s the power of optimization based on user intent search.
Relying on keywords can’t be your only content strategy to get your company to the top of Google’s search results. While search terms provide a basis for the type of results that appear, a user’s search intent determines which webpages are actually going to be helpful for them. Google’s algorithm is changing frequently, but understanding how user intent and search engine optimization work together is key for your branding efforts.
What Is User Intent?
Neil Patel, co-founder of Crazy Egg, Hello Bar, and KISSmetrics said, “There’s no such thing as people typing in random queries without a reason for typing in those queries. A searcher must have intent.”
User intent relates back to the purpose of the search and what kind of information a user might find relevant. If they were to search the term “red car”, a variety of results would appear. Based on those two words, Google attempts to provide the information it thinks you might want. From red car images to websites with red-car in the URL or actual red cars for sale, these types of search results describe a number of intents.
That being said, optimizing your content based on user intent will ultimately maximize your ROI since you’re attracting potential buyers, not just outside onlookers.
Types Of User Intent Searches
When someone searches for information online, there are three common types of search queries:
- Navigational Queries – When someone wants to find a particular website or webpage, by typing in “Twitter” or “Amegy bank login”.
- Informational Queries – Could pertain to a number of searches, but is used when someone needs information by asking a question like “What is the keto diet?” or finding help like “How to clean gutters”.
- Transactional Queries – When someone is ready to purchase a specific product or service by typing “HOU to CHI flights” or “Buy shoes online”.
SEO & User Intent
Understanding the idea behind user intent is one thing, but integrating that data into your search engine optimization efforts is another. In order to improve your ranking, it’s important to ask yourself three questions.
- Who is your target audience?
- By knowing who wants your products or services, you can better understand what kind of content is relevant.
- What type of search terms are they searching for?
- Use Google Analytics or a similar tool to find out what type of search queries are ranking the highest. From informational to transactional intent, you can optimize the coordinating landing page.
- How user-friendly is your website?
- SEO is based primarily on user experience. Make sure your site is easy to navigate and loads quickly to minimize frustration from users.
Once you’re able to answer those three questions, you’ll be able to formulate a complete strategy based on user intent.
Pro Tip: If a user clicks on a link and doesn’t find the right information, they’re going to exit the page and find a better website. Minimize your site’s bounce rates by ensuring that your content stays fresh and relevant.
Better Algorithms, Better Results
To write blog posts and product pages with the right language, you have to pay attention to your target audience. Knowing their pain points and how you can provide a solution will not only improve your content but your customer service altogether. By using the appropriate keyword research along with user intent strategies, you can provide your website to the right kind of customers.
Interested in more SEO tips? Connect with our digital marketing team to learn about onsite optimization practices.