Search Intent and How It Drives Optimization
- SEO

Search Intent and How It Drives Optimization

In a world where everyone wants to make a significant presence of themselves, the internet has to play a huge part in it. Because virtual presence also counts.

And so there is a race to top the Google search results, if made, relevantly. The user expects the most relevant result and so the concept of search intent was born.

Also, the user search query consists of a maximum of 3-4 words. And the rest of the work of finding the most relevant content is done by Google, being a search engine. The stats show that 51% of the traffic is organic and 39% of traffic on the internet is influenced by relevant searches. Since Google has a lot of information, the user search query needs to be very specific.

But on the other hand, when you are creating content and when you are making efforts from outside to rank your website on top of Google search results, creating content considering the search intents makes the difference.

What is Search Intent?

So the basic question remains the same that what is Search Intent? Over the past years, Google has so many people searching for information regarding various topics, with similar keywords. So ‘Search intent is the motive of the user with which the search is carried for the particular user search query.’

Search Intent is also called as keyword intent. Because keywords are the basic fundamentals of the whole story. How this helps is, if people are searching for words like buy, deal, products, sales then surely they are going to buy something. If people are searching like ‘how-to’, ‘the best way to’, then they are searching for informative content. Likewise, Google analyses the things and remembers the keywords and shows similar pop-ups or websites in search afterward.

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How it helps optimization?

Optimization literally means making the best and effective use of the given situations and resources. Since we know Google has a number of searches per day and its been years of data that Google search has. Analyzing this whole data and making use of it for the accurate results of the search is known as optimization.

Knowing the search intent will surely help the optimization process and will indirectly help in resulting the most appropriate answers for every Google search.

Now let’s see the types of Search Intent.

Types of Search Intent:

There are mainly four types of search intent, differentiated according to the intention of the users of searching.

  1. Informational Intent: People do a for about information regarding various topics say weather, education, children, trips, history and so many of ‘how to’s’. So this comes with different framing of questions but only keywords are identified and results are shown.
  2. Navigational Intent: Basically, what happens in navigational intent is, so many times people are searching for some information and by clicking some other link they are navigated to some other site. The ‘Surfing on Internet’ term justifies the navigation intent of the users.

The ranking is important if you want to have organic traffic at your site, in terms of navigation.

  1. Transactional Intent: A lot of people buy things online and to get the best product they make a number of web searches for the same. The people who search with the intention of buying something are going with the transactional intent.
  2. Commercial Investigation: Some people want to buy something but not right now, maybe in the near future. So they browse the web for the research. This kind of search comes under commercial investigation, which is a type of search intent.
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Active Intent & Passive Intent:

Also, the search intent is divided into two more types depending upon the way of how search is been made. Depending upon if it is made for just collecting information or for solid results.

To evaluate the search intent there are two methods called Active Intent and Passive Intent. This highly depends on the user search query syntax and the selection of keywords. When the user is searching with intent of some specific results then that is active intent. It means the user is clear about what results are expected from the search.

For example, if someone is searching for the best hospitals for cancer treatments then, the user’s intent is very clear that he/she wants cancer treating hospital.

In passive intent, the user is searching just for collecting the information, with no clear intention of any particular or specific results. So whatever the results Google will display, the user will select the site to read on to and move on.

For example, the user is just searching the query to collect the information about cancer, like types of cancer, cures to it, causes of cancer, treatments for cancer.

Why consider Content Strategy?

Along with the analytics of Google, the way the content you present on the internet also matters. And there the concept of the content strategy raises.

All this searching and ranking in the Google search list is a game played on the strength of the keywords, that comes with the content that you upload on the site. So the content marketing and content managing is the drill you should know about, which combinedly called Content Strategy.

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What does Digital Marketing Agencies do?

Digital Marketing Agencies may help you with SEO and content marketing in detail. The marketing has to be done on many social media platforms like Google AdWords, Facebook ads, Mobile marketing, and Email marketing and every new marketing platform coming in the market. So for the best results of the SEO, choosing Digital Marketing Agency is a big task.

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