Focusing Your Content Around Search Intent
Nov 08, 2021
Written by Casey Bjorkdahl
Casey Bjorkdahl is one of the pioneering thought leaders in the SEO community. In 2010, Casey co-founded Vazoola after working for a Digital Marketing Agency for five years in New York City. Vazoola is now one of the fastest growing and most widely recognized SEO marketing firms in the country.
Do you want to find a way to better reach your target market with your content? There are many strategies such as content syndication and regular blogging, but an important think to think about as well is search intent. This is incredibly important when someone uses Google. There are multiple types of search intent, and you need to think about the goals of your user when you are trying to find a way to optimize your digital marketing campaign for certain keywords. Search intent and search engine optimization go hand-in-hand, so you need to think about search intent when you are conducting keyword research. What are a few important points to keep in mind?
What Is Search Intent?
When you are running an SEO campaign, you are probably thinking about how you can build a content marketing strategy that can improve your rankings on search engines. When search engines are interpreting a query, they try to figure out the intent of the user searching the keyword. Therefore, to improve your search results ranking, you need to create content that matches the intent of what's shown on the search engine results page.
For example, when someone enters any one of the many types of google searches, are they trying to find directions to a specific location? Are they trying to find a product they can purchase? Or, are they trying to find the information they can use to help them with a research paper?
All of this is going to impact the type of information a search engine pulls up. Therefore, you need to think about user intent if you want to improve your online visibility as well. There are multiple types of search intent that you need to consider.
What Are the Types of Search Intent?
There are several types of Google search intent you need to consider. These include:
- Informational Intent: This is the most basic type of search intent. There are lots of people who use search engines purely because they are looking for information on something. For example, someone may be looking for information that can help them complete an academic paper.
- Navigational Intent: Some people use search engines because they are looking for a specific website. If someone types in a query with a brand name, they are probably looking for the website related to that specific brand name.
- Transactional Intent: There are other people who are looking for a specific product online. They may know what they are looking for already, and they may simply be looking for a way to buy it. This is usually referred to as transactional search intent. For example, someone may be looking for a new video game console that is a bit hard to find.
- Commercial Investigation: Finally, there are some people who are conducting a search because they are thinking about buying something, but they do not yet know exactly what they would like to purchase. They might be looking to compare prices before they make a decision. This is usually referred to as commercial investigation or commercial intent.
If you can effectively target user intent, you will have an easier time improving your search rankings. This can help you stay ahead of your competition while also meeting the needs of your users.
Why Should You Think About User Intent?
So, why do you need to think about creating content that is important for user intent? The biggest reason why you need to think about search intent is that this will help you better meet the needs of your users. The entire purpose of your website is to meet the needs of those who visit you. The only way you are going to do this is if you think about the information and intent behind the search.
If you design content specifically for user intent, you will have an easier time targeting the right market. You can also improve your search results rankings. If you have information that is beneficial to your users, you will be able to position your website as an authority in the field. Search engines are going to realize this, and they should improve your overall ranking.
This will create a positive feedback loop. If you have content that is relevant to the needs of your users, more people will visit your website. This is going to improve your domain authority, helping you improve your search results rankings. This will also help you drive more traffic to your website. For these reasons, you need to think about search intent.
Think Carefully About These Types of Searches
Ultimately, if you want to rank well for specific words and phrases, you need to think about the intent of your users. This will make it easier for you to design content that is relevant to their needs. Remember that search engines are trying to find the results that are most relevant to the needs of their users. If you design content that is directly relevant to the needs of your target market, your rankings should improve.
This is important because it will help you improve your search results rankings. This can improve your online visibility, helping you drive more traffic to your website. If you need help optimizing your content for search intent, you may want to reach out to professionals who can help you. That way, you can efficiently design content that can help you improve your online visibility and stay one step ahead of your competition.