Google’s ever-changing algorithm has always had one goal: to respond to users’ needs by displaying the most relevant search results. In other words, the search engine’s rule sets are intended to satisfy search intent.
Even in the most recent update to its Search Quality Evaluator Guidelines, Google devoted an entire section to Understanding User Intent and its importance to overall content strategy. These guidelines also influence how websites appear on search engine results pages (SERPs).
What do you need to know about search intent as an SEO specialist or content marketer, and why is it so important in planning your optimization efforts? This article will go over the various types of search intent and their importance.
What Makes Search Intent an Important SEO factor?
According to Google’s guidelines, “user intent” is a goal, purpose, or the intention behind a user’s action when typing or speaking a query into a search engine. While this may appear to be simple, simplicity can be deceiving. Underestimating the importance of search intent frequently results in lost sales and optimisation opportunities.
While backlinking and other traditional ranking strategies are undeniably important components of a good SEO strategy, these efforts will be in vain if your content fails to meet user intent. Knowing your userbase’s intent, purpose, and goal, as well as understanding how to predict these intentions, can make or break your SEO efforts a user, for example, looking for an answer to a question? Are they already looking for a specific page or website? Are they looking into a specific topic? Are they on the lookout for goods and services? A good SEO strategy can easily identify these needs, but meeting those needs is a different story. Any marketing and SEO strategy must be successful on both counts.
The Four Commonly Used Types of Google Search Intent
Google categorizes the most common user intent into four types based on millions of queries entered into the web every day:
2. Preferential or commercial
Knowing each type and their intentions can help you understand how to use user intent to your advantage.
The informational intent, also known as the Know query, seeks information on a specific topic. Know queries, as the name implies, are queries in which people want to know something. Its special type, the Know Simple query, is concerned with locating a definite answer. It can be a fact, a diagram, or anything else that contains the same level of informational accuracy.
Know queries are occasionally typed or spoken as questions, such as “what is the capital of Portugal?”, but they do not always include question marks or full phrases, such as “Portugal capital city.” Both formats represent the same query, seeking the same information.
The W-questions (what, who, where, and why) are common informational intent modifiers. Other words include guide, tutorial, how-to, tips, ideas, and learn. To satisfy a Know Simple query, you should provide complete and accurate content. It should be simple to read and ideally fit in a single or two-sentence response.
Preferential or Commercial Investigation
The commercial investigation, also known as preferential intent, focuses on users who are looking to purchase a specific product or find a specific service. Importantly, these Google searches are conducted by users who have yet to decide on a product or solution. These queries should be prioritized on business websites because they represent potential conversions.
The majority of queries can be formatted as “best cat food,” “Nike versus Adidas,” “SEMrush reviews,” or “top hotels in Greece,” for example. Best, top, reviews, product size or colour, and versus searches are all common commercial intent modifiers.
The most important thing to keep in mind is that these queries are frequently “Near Me,” or local searches. Because commercial investigation intent is typically directed at nearby businesses and locations, it is critical to have a solid Local SEO strategy in place to capture these searches.
The navigational intent is an extremely specific user goal that can only be satisfied if your site is the exact page that users are looking for. For example, people who search “Reddit” are users who are trying to find their way to the social discussion website, and nowhere else! Typically, these queries are searches for known brands or organizations. For example, if a user is looking for the New York Times website, giving them The New Yorker won’t satisfy their needs.
Transactional intent is a type of query that is used when a user wants to perform a specific action or goal. For example, a user might want to download an application or engage in an activity related to that application. The type of user intent that is commonly used by mobile phone users is the one that demands fast and easy answers. This preference led to the creation of a new type of query, which is called the Device Action. Transactional queries employ action words such as buy, order, show, shop, or purchase. Other search terms may include coupons, cheap, price, or pricing, to name a few.
Using User Intent and SEO to Grow Your Business
These four queries are not the only kinds of user intents. As time passes and user needs evolve, more diverse and complex needs will emerge that your content must address. It’s critical to understand these changes, recognize patterns, and stay relevant and up to date in order to effectively adjust your strategies as needed.
As previously stated, search intent is one of the most recent factors that Google considers when ranking pages and websites online. Higher positions on the SERPs mean more potential customers through organic ranking and a better chance of standing out for larger businesses and SMEs.
A good SEO strategy, combined with a thorough understanding of customer search behaviour via user intent analysis, can amplify the effects of an already effective digital marketing strategy. After all, the best SEO strategies should always focus on what users want and how to assist them in achieving their search objectives.