Consumer Intent & SEO
When trying to build a presence on the web, most companies understand that content is key. However, while the term search engine optimization (SEO) is often thrown around, what many companies fail to consider is consumer intent. Understanding consumer search intent is one of the secret ingredients that can take your content from being just okay to being outstanding.
Consumer Intent & SEO
All too often companies are sitting on content that is exceptional but simply does not rank for their targeted keywords. The main reason for this is because the keywords and user intent are simply not matching up.
What is Consumer Search Intent?
Search or consumer intent is the goal a person has when they are searching for information from a search engine. Often a user is looking for a specific resource or answer when they are conducting their searches.
For example, someone who is wanting a pizza recipe does not have the same search intent as someone that is looking for pizza delivery. Each one of these users is looking for the same topic, but they have different intents.
Intent and SEO
Consumer intent is an important aspect of SEO because Google cares about intent. The main goal for Google is to provide the user with the information they are seeking. When someone searches a specific term and gets information that is not relevant to their needs, Google is signaled of a mismatched intent.
For example, if someone is searching how to create a website and only gets back product pages for hosting sites, they are going to try another search and not click on anything that was provided. This tells Google intent of the search was mismatched.
Increase Your Reach
When running a company and trying to build a content marketing strategy that is effective and successful, search intent is extremely important. This cannot be stressed enough. Consumer intent should be the main force behind any type of content that is created and used for your website.
Intent is important because the more specific that you make your content for numerous search intents, the larger the market you can reach. You are also going to be reaching more people at different funnel stages. This includes people who are just discovering your brand as well as people that are ready to convert. Focusing your efforts to match consumer search intent can improve your ability to reach anyone who is looking for the products or services that you offer.
The primary ranking factors of Google are authority, relevance, and user satisfaction. This information makes it easy to see why targeting keywords to match search intent can improve rankings on the search engine.
Search Intent Types
It may seem like determining customer intent is overwhelming. However, while there are endless terms for searching, there are really only four main intents to consider. These are informational, commercial investigation, navigational, and transactional.
Informational searches are when a user is simply looking for information. They might want a recipe, a guide for building or making something, or simply a definition of a term. Informational searches are very common search intents as people can look for an answer to any number of questions. However, not all informational search terms posed as questions. A person might simply put in Tom Hanks. When they search for a name, chances are they are simply wanting information about that topic.
Commercial investigation searches are when a user might not be ready to purchase anything, but they want to investigate brands, services, or products. They have information about their needs but are ready to focus on the options that are available. Comparing brands and products is common during this type of search intent.
Navigational intent is users who want a specific website. Instead of typing in the URL, they just want to quickly search for exactly what they want. Often a user might not know the exact URL, so a search is much easier. Often these searches are website names or exact brands and might have specifications that help the user find the exact page they want.
Transactional intent searches are those made by users who are ready to buy something. This might be a service or a product. No matter what, these people know what they want and they are ready to buy it. Terms are typically branded as the user is no longer researching.
As a business, it is important to make sure that you understand consumer intent and create content that reaches out to all types of searches. Providing potential customers with information that they are looking for will increase your presence in searches, improve your ranking, and lead to more sales.
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