Search Intent Magic: How To Use Search Intent To Grow Your Business
It’s no secret that search intent will be a big thing in the years to come, especially when you consider that artificial intelligence is well on its way to becoming a significant part of how SERPs are ranked. It also follows that search intent will be a substantial part of how businesses will carry out their digital marketing campaigns and tailor their website to target a particular demographic. Understanding the importance of search intent is not enough if you don’t know how it works and how to utilize it to your benefit best.
Here’s a quick refresher.
What Is Search Intent?
Search intent is defined as a user’s ultimate goal when a search query is made. The real significance of search intent lies in Google’s drive toward content relevance and task accomplishment. The latter refers to whether or not the search results that Google provides users that can help the user achieve their purpose.
Search intent comes in three general types:
Navigational means that the search is intended to help a user find a particular website or find a specific business locally.
Transactional – This means that the user’s objective is to purchase a particular item or look for a service. AI will make it more likely for the search results to show the websites of businesses selling a product or service that the user is looking for.
Informational – which is made to learn and to gather information on a particular subject. Websites deemed authorities in their field are likely to be shown to a user whose intent is categorized as informational.
How Do You Use Search Intent To Your Advantage?
Now, as previously mentioned, knowing what search intent is isn’t enough to create results. You’ll need to know how to properly make use of this information to benefit your marketing campaign. However, it’s a good start in the right direction.
Remember that the primary purpose of search intent is to help users accomplish a task. This means that the search engine algorithm will filter search results to that effect, according to the perceived search intent of the user. So, in other words, you have to define what type of website you plan to build and to gear your content toward that objective.
For example, if you want to build an informational website, you must create information-rich content that answers a specific question or questions. Accurate information is going to hold more value than general intelligence.
If you plan to target transactional user search intent, you have to provide information on your product or service and show reviews for it. You can also consider using data to identify strong purchase intent and to tailor your content accordingly.
Navigational searches are easy enough to understand and even more comfortable to put to your advantage. All you have to do is make your website distinct from other websites with relevant content.
Search intent is not something that is yet to come. It’s already being applied in the current Google algorithm. Stay updated; build your knowledge. After all, the experience isn’t just power; it’s also profit.