Using Search Intent - How Important Is Search Intent In SEO?

Using search intent can be the secret ingredient that elevates your content strategy from adequate to exceptional. Checking the search intent of a query or keyword is the best way to determine how we should optimize our pages for it. Although it may appear intimidating, search intent is a relatively simple concept to grasp if you are familiar with the fundamentals of SEO. Recently, search intent has been identified as one of the most important factors to consider when attempting to rank for any keyword on Google.

Search engines determine which pages to rank based on the quality and relevance of the content, which is why search intent is important. The pages that rank first perfectly match the search term, which is why you should optimize your site's content to cater to a specific search query. So you need to have a firm grasp on what search intent is and how you use it to get to the top of the rankings and here’s the guide that can help you with that.

What Is Search Intent?

The primary goal of a user when searching a query in a search engine is known as search intent (also known as user intent). Many times, when users search, they are looking for a specific type of answer or resource.

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Take, for example, pizza. Searching for a pizza recipe is not the same as searching for a takeout pizza, which is also not the same as searching for the history of pizza. Despite the fact that they are all about the same thing (pizza), these users all have different goals.

Why Is Search Intent Important For SEO?

Google Cares About Search Intent

The short answer is that satisfying search intent is a primary goal for Google, which means it should be a primary goal for SEOs as well. When a user searches for a specific term and finds irrelevant results, Google receives a signal that the intent is likely mismatched.

For example, if a user searches "How to build a website" and is presented with a slew of product pages for CMS platforms and hosting sites, they will likely try another search without clicking on anything. This tells Google that the intent of those results does not match the intent of the searcher.

Broaden Your Reach Across Funnel Stages

When it comes to running a business and developing a successful content marketing strategy, I cannot emphasize enough the importance of remembering search intent and letting that drive the pieces of content you create and how you create them.

And why is this so significant? The more targeted your content is to different search intents, the more users you can reach at various stages of the funnel. You can increase your chances of reaching everyone, from those who have yet to discover your brand to those who are ready to convert, by focusing your efforts on matching search intent.

You Can Improve Rankings

Because Google's primary ranking factors are relevance, authority, and user satisfaction, it's simple to see how improving your keyword targeting to match search intent can improve your overall rankings.

Relevance is determined by your user's behavior. If they find what they're looking for on your site, they're less likely to go back to Google and look for something else (pogo-sticking). When your content is relevant to search intent, you'll notice a difference in key performance indicators like click-through rate and bounce rate.

While backlinks are important for a site's authority, it's also important to develop a strong internal linking strategy that tells Google "I have a lot of content covering all angles and intents. Additionally, you can increase brand authority and visibility by creating valuable content around topics your brand is well versed in, that satisfies various intents.

Types Of Search Intent

Informational Intent

Those with informational intent have a specific question they want to learn about. Some people, for example, look for Virtual Office in Manila. In exchange, a Landing Page will inform them of what it is and how it can assist them with their specific question. Content with an informational intent would typically include facts, significant benefits, history, overviews, summaries, and so on.

Navigational Intent

Navigational content is a type of search intent in which users use a search engine to find a specific website. If you want clients to find your company quickly, a navigational term would be ideal. If a broad keyword has navigational intent, chances are your competitors are also attempting to rank for it, so you should create content that can boost your ranking and increase your organic traffic.

Transactional Intent

Transactional search intent is for people who want to find a site that will provide them with the best value for their money. As the name implies, this intent type is focused on the goal of the search query culminating in a transaction that benefits both the business and the buyer.

Commercial Investigation

Similar to transactional intent, but with people considering more options rather than focusing on one. They may not be ready to buy right away, but they are looking into the best products or services to buy in the future. So keywords would be about finding the best plugin, a replacement for an existing tool, or a simple product comparison.

How To Determine Search Intent

Consider Keyword Modifiers

Keyword modifiers, as briefly mentioned above, can be useful indicators of search intent. But knowing the terms isn't enough; you may also be wondering, when it comes to keyword research, how do you find these terms?

Fortunately, there are a number of reliable keyword research tools available. Their filter features will come in handy here, as you can filter terms that contain specific modifiers or phrases.

You can also filter keywords by SERP feature. For example, if you have informational intent, you can filter for keywords that rank for knowledge panels, related questions, and featured snippets.

Read The SERPs

Another method for determining search intent is to examine the SERPs. Enter the keyword you're looking for into Google's search bar and see what comes up. The types of results will most likely indicate what Google considers to be the most relevant search intent for each term.

Take a closer look at the search results for each type of intent.

Look At The Full Picture

Keep in mind that terms frequently have multiple search intents, so simply looking at keywords or the SERP is rarely enough to truly define it. Having said that, taking this comprehensive approach will bring you closer to the most prominent intent.

It's also worth noting that SERPs are volatile, so a keyword may rank for one intent this month but not the next.

People Also Ask

How Do I Use Search Intent?

Another method for determining search intent is to examine the SERPs. Enter the keyword you're looking for into Google's search bar and see what comes up. The types of results will most likely indicate what Google considers to be the most relevant search intent for each term.

Why Is Search Intent Important?

Matching user search intent assists you in establishing your company as an authority in your field. Providing relevant information that matches a user's search query shows your audience that you know your stuff and can answer their questions about your company, products, and industry.

What Is User Search Intent?

The user intent, also known as search intent, specifies the goal or intention of an internet user when entering a search term into a search engine. User intent has surpassed individual keywords as the most important ranking factor in content and search engine optimization.

Final Thoughts

Finally, an effective website provides users with the information they require at the precise moment they require it. Users can educate themselves on important topics by using informational content. They can make more informed purchasing decisions thanks to commercial content. You can also help them find you quickly when they're ready to convert by targeting transactional and navigational keywords.

About The Authors

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.