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, so the concept of search intent was born.
Search Intent and How It Drives Optimization
Also, the user search query consists of a maximum of 3-4 words. And Google does the rest of the work of finding a search engine’s most relevant content. The stats show that 51% of the traffic is organic and relevant searches influence 39% of traffic on the internet. Since Google has a lot of information, the user search query must be very specific.
But on the other hand, when you are creating content and 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 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 keyword intent. Because keywords are the fundamentals of the whole story, how this helps that if people search for words like buy, deal, products, and sales, they will surely buy something. If people search like ‘how-to’ and ‘the best way to,’ they search for informative content. Likewise, Google analyses the things and remembers the keywords, and shows similar pop-ups or websites in search afterward.
How it helps optimization?
Optimization means making the best and most effective use of the given situations and resources. As we know, Google has several searches per day, and its been years of data that Google has searched. Analyzing this whole data and using it for accurate search results is known as optimization.
Knowing the search intent will help the optimization process and indirectly help in the most appropriate answers for every Google search.
Now let’s see the types of Search Intent.
Types of Search Intent:
There are four main types of search intent, differentiated according to the users’ intention of searching.
- Informational Intent: People do a for about information regarding various topics, say weather, education, children, trips, history, and so many of the ‘how to’s.’ So this comes with different framing of questions, but only keywords are identified, and results are shown.
- Navigational Intent: What happens in navigational intent is that many times, people are searching for some information and clicking some other link they are navigated to another site. The ‘Surfing on the Internet’ term justifies the navigation intent of the users.
The ranking is important if you want organic traffic to your site regarding navigation.
- Transactional Intent: Many people buy things online, and to get the best product, they do several web searches for the same. The people who search to buy something are going with the transactional intent.
- Commercial Investigation: Some people want to buy something but not right now, maybe shortly. So they browse the web for research. This kind of search comes under commercial investigation, which is a type of search intent.
Active Intent & Passive Intent:
Also, the search intent is divided into two more types depending on how the search is done. It depends on whether it is made for just collecting information or solid results.
There are two methods to evaluate the search intent: Active Intent and Passive Intent. This highly depends on the user search query syntax and the selection of keywords. When the user searches with the intent of some specific results, that is active intent. It means the user is clear about the expected results from the search.
For example, if someone searches for the best hospitals for cancer treatments, the user’s intent is clear that they want a cancer-treating hospital.
In passive intent, the user is searching to collect the information with no clear intention of any particular 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 cancer information, like types of cancer, cures to it, causes of cancer, and 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 arises.
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 you upload on the site. So content marketing and content managing is the drill you should know about, which is combinedly called Content Strategy.
What do 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, Email marketing, and every new marketing platform coming into the market. So, choosing Digital Marketing Agency is a big task for the best SEO results.