Search intent which drives content strategy.

You could have the best offer in your industry, but are you getting it in front of the right people at the right time? Ranking high on the search engine results page (SERP) isn’t always enough to ensure that. To get conversions, you need to know what the audience is looking for and why.

‘Search intent’ is the reason behind a user’s search query. Understanding search intent will help you meet those expectations, taking everything you publish to the next level. It’ll get you in front of searchers, provide the information they need, and build trust.

Let’s explore the role of search intent and how you can develop a search intent with this in mind.

What is search intent?

Search intent is the reason behind a user’s query. Understanding search intent helps you build content that answers their questions and problems. This, in turn, increases clicks and possible conversions on your website.

For example, imagine you're a travelling agency brand, and someone looks up “How do I get a ticket to delhi?” You can create content answering the question thoroughly, creating a positive user experience.

They found what they needed right away on your site. As a result, visitors spend more time engaging with your pages and are more likely to return in the future. When people find your content useful, visitors and search engines take notice.

Useful content earns authority and domain credibility over time, leading to higher rankings. You build brand visibility and trust by meeting user intent through your content. You demonstrate that you understand your audience’s questions and can provide solutions.

The 4 types of search intent

When people turn to search engines, they’ve got something specific in mind they’re trying to figure out or accomplish.

What exactly they want falls into four main categories:

• Informational intent
• Navigational intent
• Commercial intent
• Transactional intent

1. Informational intent

Someone with informational search intent is in research mode. They’re entering broad topics or a specific question. For example, what is the keto diet? or why do cats yawn?

2. Navigational intent

This is when someone wants to get to a specific website. For example, electric bill pay online, Oppo customer service.

3. Commercial intent

Commercial intent shows the highest interest, but the potential buyer wants to do more research before deciding. Examples include, top ecommerce SEO courses, best women’s boots, best affordable smartphones.

When anyone does a commercial investigation, they need help deciding between the options that made their shortlist. Your content must highlight what sets you apart.

4. Transactional intent

Now, it’s all about locating a product or service to purchase. For example, amazon desk chair, pizza delivery near me, designer for web pages.

If someone uses your brand or product name in a search like this, it’s clear they want to purchase from you. To get that sale, make sure the messaging on these bottom-of-the-funnel pages aligns with what your audience has seen before.

7 strategies to determine search intent

Understanding user search intent allows you to create content that fits their needs. This takes some time and research, but these strategies make this process easier:

• Review keywords
• Study SERPs
• Implement tools
• Check analytics
• Consider competitors
• Ask customers
• Use social listening

Conclusion

You can implement these search intent strategies to boost your bottom line. Use this guide to craft copy and content for your website that aligns with visitor expectations and will give your website a better ranking.

Or maybe you want assistance with creating a digital marketing campaign that converts? We’d love to help. Just drop us a message.