Search Intent and Implementation in Keyword Research

To optimize a website, did you know that in addition to SEO, search intent also plays a role? Recent trends show that optimization steps are focused on search intent as well as users. Why is that? So, what makes it important? For that, let’s understand together about search intent and also its urgency.

Table of Contents

• What are Search Intents?
• Why Are Search Intents Important?
  • 1. Google cares about search intent
  • 2. Expand your reach across all funnel stages
  • 3. Can improve website ranking
• Types of Search Intent
  • 1. Informational
  • 2. Navigational
  • 3. Transactional
  • 4. Commercial
• Search Intent for SEO
• How to Define the Right Intent
  • 1. Consider a keyword modifier
  • 2. Read the SERP
  • 3. Pay attention to the picture thoroughly
• How to Optimize Search Intent?
• Conclusion

What are Search Intents?

Search intent is the reason behind a user performing a search with a specific query. The point to be emphasized is, why would a user search this? What are they trying to achieve by doing the quest? Do they want to learn something? Or want to find and buy the best product according to their individual needs?

In short, search intent is the goal of the user in performing a search. That’s why one does a certain quest. Understanding search intent can be the secret ingredient that takes your content strategy from mundane to extraordinary. By adjusting the algorithms of Google Hummingbird, Google RankBrain, and BERT, search engines can interpret the intent of the search.

Keyword intents can also describe the keywords that users and prospects use at different stages of conversion. Because it is users who perform searches, process, and use search results differently based on their respective end goals. Understanding and optimizing search intent is very important for SEO.

Why Are Search Intents Important?

1. Google cares about search intent

Satisfying search intent is the main goal of Google, which will also be the main goal in the SEO process. When a user searches for a particular term and finds irrelevant information, it sends a signal back to Google that the intent may have experienced a mismatch.

2. Expand your reach across all funnel stages

When it comes to running a business and building marketing strategies for content, the more specific your content is for various search purposes, the more users you can reach. You can increase your chances of reaching them all by focusing your efforts on matching them.

3. Can improve website ranking

Since the main factors in determining Google version rankings are relevance, authority, and user satisfaction, it is easy for you to connect the dots and see how to improve your keyword targeting to reflect the intent of the search.

Google’s goal is to provide users with the most relevant results for their queries. So, if you want to be successful in your SEO and content marketing efforts, search intent should be a big part of your approach. Not only that, backlinks and other traditional Google ranking signals are still important in SEO efforts. However, if your page does not meet the search intent, then it will not be ranked.

Types of Search Intent

The following are 4 types of search intent.

1. Informational

This type of search intent is used when the user is looking for information. There are so many searches done by users on the internet to find information. This can be in the form of information about the weather, parenting or education patterns for children, SEO, and so on. Search intent users with informational intent have specific questions or want to know more about a particular topic. However, not all of the information from the search was formulated as a question. You should understand that Google’s understanding of intent is more than just showing results that provide certain information about something.

2. Navigational

Users use this search intent when they want to search for a particular website. Users at least already know where they want to go. It may be quicker and easier for them to search for it on a search engine like Google than to type the entire URL into the address bar. This condition can also occur when the user is unsure of the correct URL.

3. Transactional

When users want to buy a product or service or service, search intent is the most suitable to describe it. Many users buy things online and browse the web to find the best purchases. Users search with transactional intent when their goal is to buy something at that moment.

4. Commercial

Some users may have the intention to buy something shortly and use the web to search. Users have transactional intentions but still need more time to convince themselves to buy a product. Most likely they are looking for reviews as well as comparisons to convince themselves.

Search Intent for SEO

Search intent and SEO are two points that cannot be separated from each other. They have a close relationship, especially to increase search engine rankings by performing the optimization process on several related components. So, why is search intent considered to be involved in the SEO process? The main reasons behind it include;

1. Makes it easier for you to sort and monitor competitors
2. Help you in evaluating the opportunities of keywords
3. Helping you build credibility so that it can attract the interest of the target audience

The three reasons above are representative that reinforces that search intent and SEO are related to each other. If you miss search intent in your SEO efforts, then it feels like something is missing in the process. Because like our previous description, search intent also offers benefits that are automatically beneficial for the SEO process.

How to Define the Right Intent

1. Consider a keyword modifier

Keyword modifiers can be useful indicators of search intent. However, there is one other thing that must also be considered. It is not enough just to know the terms, but the origin of these terms. Today, various trusted keyword research tools to use are widely available. In addition, you can filter keywords based on SERP features.

2. Read the SERP

Apart from considering keyword modifiers, reading or doing research on the SERPs is also another way you can do it. Type your target keyword in the search bar, and pay attention to what appears on the results page (SERP). In addition, you may also be able to find out based on what type of results Google considers the most relevant search intent for each term.

3. Pay attention to the picture thoroughly

Keep in mind that terms often have more than one search intent. So, just looking at the keywords or SERP is not enough to define it. Taking a holistic approach will bring you closer to the most prominent intents. It’s also important to note, that SERPs are volatile, so while a keyword may be ranked for one intent at this time, it may change in the days to come.

How to Optimize Search Intent?

After understanding some of the points we mentioned earlier, are you currently wondering how to optimize it? If so, some of the points below can be the answer to your question.

1. Check if the SERP is reliable.
2. Make sure that ranking fluctuations from time to time are small or non-existent.
3. Make sure that your content aligns with the 3C’s of the search intent; content type, content format, and content angle.
4. Get leads from search results and top-ranking pages.
5. Match the metadata and content type with the search intent.
6. Check out the competitions that are happening.
7. Format content for more relevant SERP features.

Conclusion

In SEO efforts, there are various elements and things that you must pay attention to achieve maximum results. Each of these elements and points certainly has its urgency and use. It’s the same with search intents. You need to know that it is important to make sure your content matches the terms that users are looking for, as well as the intent or search intent of their search.

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