The Types of Search Intent and How You Can Incorporate Them into your SEO Strategy
Search intent, the reason behind a user’s online query, is the abstract element that guides every component of one’s successful strategy. When your SEO plan is aligned with what the users are looking for, you unlock many doors that will get you not only increased website traffic, but also improved engagement and conversions.
In this SEO Premier blog, we enumerate the types of search intent and explore how you can effectively incorporate each into your plan.
Informational intent revolves around users seeking answers, solutions, or insights. They're looking for information, guidance, or educational content. To cater to this intent:
- PUBLISH IN-DEPTH CONTENT: Craft comprehensive articles, blog posts, and guides that thoroughly address users' questions. Utilise multimedia elements like images and videos for enhanced engagement.
- EMPLOY LONG-TAIL KEYWORDS: Target long-tail keywords that mirror common questions users might ask. Answer these queries directly in your content.
- DESIGN FOR BEST USER EXPERIENCE: Ensure your content is easy to read and navigate, with clear headings, bullet points, and relevant subheadings.
Navigational intent happens when users are searching for a specific website or online destination. They're already familiar with the brand and are seeking direct access. To cater to this intent:
- OPTIMISE BRAND KEYWORDS: Prioritise keywords related to your brand, ensuring your website appears at the top for navigational searches.
- IMPROVE SITE NAVIGATION: Create a user-friendly website structure with clear menus, internal linking, and a site map, making it effortless for users to find what they're looking for.
- WRITE MORE BRANDED CONTENT: Develop branded content that showcases your expertise, building trust and authority among users searching for your brand.
Also known as investigational intent, this pertains when users are actively researching before making a purchase or prior to availing of your service. At this stage, they're comparing options, reading reviews, and seeking insights. To tap into this intent:
- PRODUCE COMPARATIVE CONTENT: Develop articles or landing pages that compare different products or services within your industry. Highlight your offerings' unique selling points.
- HIGHLIGHT POSITIVE REVIEWS: Showcase authentic customer reviews and testimonials to instill confidence in prospective buyers.
- FEATURE EXPERT OPINIONS: Position your brand as an industry authority by providing expert insights and analysis related to the products or services you offer.
Lastly, transactional intent signifies a user's intention to complete a specific action, often involving a transaction. Whether it's making a purchase, subscribing to a service, or signing up for a newsletter, these users are ready to convert. To harness this intent:
- OPTIMISE PRODUCT PAGES: Craft compelling, detailed product deions, including specifications, pricing, and reviews. Use clear CTAs to guide users through the purchase process.
- IMPLEMENT SCHEMA MARKUP: Leverage schema markup to provide search engines with structured data about your products, increasing the chances of rich snippets in search results
- FACILITATE SAFE AND SECURE TRANSACTIONS: Ensure a seamless and secure checkout process, offering multiple payment options and prominently displaying trust signals.
INCORPORATING THE SEARCH INTENT IN ONE’S SEO STRATEGIC PLAN
Now that you understand the diverse spectrum of search intents, you can begin to formulate an SEO strategy that incorporates such types in each of the steps. For example, during keyword research, you can identify and unlock the search intent into every keyword you want to optimise for. Tools like Keyword Planner and other third-party SEO tools can help provide valuable insights.
For content, you can group your existing content based on the four types of intent. If you have more of one and fewer of another, you can produce content based on that volume. The key is to ensure that you have a well-rounded content strategy that addresses each category of intent.
For design and usability, each user intent must inform the way you design the website’s architecture and layout especially to prioritise optimal user experience. When monitoring reports and analytics, analyse your website’s performance by tracking the success of different content pieces based on metrics like traffic, bounce rate, conversion rate, etc. Whatever is gleaned from the report can provide you actionable insights on how to adapt your strategy based on changing trends and user behaviour.