What Is Search Intent And How To Optimize Content For Search Intent: For the success of a blog, understanding your audience is very important. Why are people using the search engine? Are they looking for any product or services to purchase? Or do they just want information about something? Or do they have any other intention behind using the search engine?
This is what Search Intent is all about – the reason or intention of people behind using Search Engines to conduct a specific search.
Understanding the search intent of people is of utmost importance if you want to improve the user experience. Because when you understand why exactly people are searching for something, you can provide them with exactly what they need. This, in turn, means success for your blog and business.
So, in this article, I will tell you about what is Search Intent and how to optimize content for Search Intent. Read on to find out.
What Is Search Intent? How To Optimize Content For Search Intent?
Search Intent, also called Keyword Intent, as mentioned above, is the reason why people use search engines and conduct searches. Over the years, Google Algorithm has become highly smart and sophisticated. It can now understand why people are typing a particular search term in the search box – what does the query mean actually and what is it they are looking for. Based on the Search Intent, it shows the results in the form of rich snippets.
Why Is It Important To Understand Search Intent?
Without having a proper understanding of the intention of people, it is not possible to provide them with what they are looking for. We can have lots of content all over the Internet, have different products and services, but do they meet the users’ requirements? For any business to survive, especially if it wants to exploit the major role that search engines play in our lives, it is a must to understand why people use search engines in the first place.
Search Intent and Keyword Research are, thus, very intricately related.
How Understanding Search Intent Helps In SEO?
If you understand the Search Intent of the people, you will be in a position to deliver exactly what people are looking for. This means:
- Increase in traffic, because Google is smart enough to show the same content for a wide variations of search term, if it is relevant.
- Increase in page views, because a satisfied visitor is likely to explore the other pages of your site.
- Decrease in bounce rate, because people are getting what they are looking for.
- More conversion, obviously.
- More of your content being shown as rich snippets.
What Are The Different Types Of Search Intent? How To Optimize Content For Search Intent?
Broadly, Search Intent are of four types. These are as under:
1. To Go To A Particular Website
When people are trying to visit a particular website, say Twitter, and instead of going directly to twitter.com, they use search engines to find Twitter, it is called Navigational Search Intent. These type of searches are conducted for branded keywords. This means even if you rank for these keywords, people are not likely to visit your site unless it is your site they are looking for.
And if it is indeed your website, make sure you have properly optimized pages for your products, services and other important pages.
2. To Seek Information About Something
A lot of searches are conducted to seek information about something. People have questions or they want to know about a particular topic. They use search engines to find information or answer to that. For example, if people are searching for “Top Websites to Learn Content Marketing”, it is Informational Search Intent.
Most of the searches conducted are of this type. So, you must create and optimize content related to the products or services or any other thing that your site offers. This will help not only in branding but also to generate leads which can be converted later. Include the exact search queries in the important elements of the page, like title, meta description, H1, H2 tags, etc.
3. To Perform Some Action
This can have a commercial or non-commercial intent. Sometimes, people search for something they are planning to buy, probably in the near future. They conduct research for that. These fall under the commercial intent. However, people also search with non-commercial intent, for example, email sign up. And sometimes, they look for stuffs that are available for free.
For both commercial and non-commercial searches, make sure you have the right CTAs, sign up messages, subscription messages, add to cart, etc. in the respective landing pages. Also, work on the design of the pages as well as of the website as a whole. People won’t be willing to perform the action on your site if they are not impressed with the look of it.
4. To Purchase Something
People also look for things, products or services, to buy. They are ready to make the transaction and convert, and are browsing to look for the best deal.
Here too, the design and CTAs matter a lot. Also, the content of the product and services page should be optimized so that they appear in search results.
I hope I have been able to explain what is Search Intent, why is understanding Search Intent important and how to optimize content for Search Intent. Make sure you implement these.
If you have any query regarding how to optimize content for Search Intent, ask in the comment section below and I will answer.