Do you want to rank high on Google? Understand the power of search intent!
Many companies nowadays are competing to be more mindful about creating a website that is friendly in user experience. To be the winner of the website competition on the internet, it is suggested that you find out about search intent.
Ahrefs has worked in line with its website with search intent, and they get 677% growth in organic traffic within 6 months! It is an incredibly high number, right?
If you want to follow their success, take a note and make sure you absorb all you need to know about search intent below.
What is search intent?
You might think that keywords are just words. However, it does not seem as easy as your assumption. They have the search volume that directs to whether or not they are popular.
However, you also have to know that each keyword has its intention in the search query. The reason behind people typing certain keywords is called search intent. Why they search about it is a matter of question when discussing search intent. People can search for a certain website, look for news and information, or want to purchase something.
Why does the search intent matter?
1. Get the right keyword
Search intent does matter for SEO in content marketing. Producing content that goes along with search intent help you figure out why people use the keyword. Then, once you understand their intention while looking for something, you will know what the perfect keywords that align with the search intent.
2. Know what kind of content you should create
At this point, you have conducted keyword research for SEO content and realized what keywords you should insert in your content. After coming up with content ideas and keywords, you have a red carpet to easily produce content.
3. Rank high on Google
Of course, Google wants to give the best for the users. It is still a business that wants to gain profit by providing high-quality and relevant result, otherwise, it will be left.
Therefore, when you have applied the perfect keyword and created relevant content, which means you understand what the searchers want, you win search engines’ heart and begin to rank higher.
Types of search intent
There are four types of search intent that help you to be on the top page on Google
This kind of search intent, which is also known as the “know” keyword, is used when the searchers are aware that they have a problem so that they want to look for a solution or steps to tackle it. The informational intent is also used when they simply want to get an explanation about things.
Therefore, informational searches usually integrate questions such as “who is..”, “what is….”, or “how to….”. Here are the examples of informational search intent:
- how to make a blog
- what are coronavirus symptoms
- who is the first president of the US
- Premier League scores
Informational search intent has the highest search volume than the other types of search intent, and people have already used it to generate traffic to their website and educate their viewers.
Take a look at Lego. Even though it aims to sell a product, Lego Ideas Team also provide information in their blog to give the Lego players ideas about what to build with their Lego. They also indirectly promote their new series in the blog to fascinate people with the new series.
When searchers want to look for a specific website, they use the navigational search intent which means that they already have an idea where they want to go. What they have in mind is usually a famous brand or website.
For instance, when you type “H&M” or “British Airlanes” you hope Google will direct you to the official website of those companies, right? Instead of typing the URL, you click on the search bar and type the website as it is easier and faster.
The examples of navigational searches are:
- Facebook login
- beginners guide to content marketing Neil Patel
- your website
To assist them to remember and visit your website easily, do not use brand names that are hard to spell. You can create a catchy and unique name, but you must ensure that it also sounds familiar to audiences.
Usually, searchers use commercial search intent when they are not ready to buy a product or service. As people become more careful about what they buy these days, they will check thoroughly on Google and compare also contrast the places that sell the products, or the kinds of the product itself.
For example, when you buy a smartphone, you may not directly buy a certain product unless you already have one in mind. Then, you search its RAM, chipset, the quality of the camera, and, more importantly, check the reviews.
The examples of commercial search intent:
- best smartphone under $300
- MacBook vs. dell laptop
- top villa in Bali
- skillshare review
There are 76% of people after looking at the smartphone about things to buy nearby, they will visit the offline store within 1 day. Therefore, it is your chance to attract your potential customers. Make sure that you have put detailed contact information about your store on the website.
Compared to commercial intent, it is obvious that searchers use this type of search intent to make a purchase. They want to buy a product at the time they are typing. Even though the search volume is low, the conversion rate is high.
The examples of the transactional search intent are:
- buy MacBook pro
- amazon promo code
- iPhone 7 second
- kylie lip gloss price
Once they enter your website, it is your job to make them focus by using the Call To Action (CTA) button. Keep the information on one page only to avoid them getting distracted.
Search intent on your website is essential because if you fail to provide what searchers want, you rarely get a chance to rank high on Google. Therefore, before you publish your content, make it your checklist to conduct deep research so that you understand what people are looking for.