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What is search intent?

SEO is a way to get more traffic to your website. By ranking high in Google, you attract more people to your site. Eventually, your goal probably is to sell your stuff, or to attract more regular visitors. A nice tactic to get more traffic to your site is optimizing your content for words people use. However, to really convince people to buy your stuff, subscribe to your newsletter or to come back to your website another time, you should take into account search intent as well. Here, I will tell you what search intent is and how to optimize your articles for search intent. 

What is search intent?

Search intent has to do with the reason why people conduct a specific search. Why are they searching? Are they searching because they have a question and want an answer to that question? Are they searching for a specific website? Or, are they searching because they want to buy something?

Over the years, Google has become more and more able to determine the search intent of people. And Google wants to rank pages highest that fit the search term as well as the search intent of a specific search query. That’s why it’s essential to make sure your post or page fits the search intent of your audience.

4 types of search intent

There are a few distinct types of search intent:

Informational intent

First, there is informational intent. Lots of searches on the internet are of people looking for information. Information about the weather, information about educating children, information about SEO. In this case people have a specific question or want to know more about a certain topic.

Navigational intent

The second type of search intent is called navigational intent. People with this intent try to get to a specific website. People who search for Facebook are usually on their way to the Facebook website.

Ranking high on a navigational term is only beneficial for your organic traffic if your site is the site people are looking for. A few years ago, Yoast had a Google Analytics plugin and we ranked pretty well for the term Google Analytics. It didn’t drive any traffic to our site though. People searching for Google Analytics were looking for the Google Analytics website and were hardly ever interested in our plugin.

Transactional intent

The third type of search intent is the transactional intent. Lots of people buy stuff on the internet and browse the web to find the best purchase. People who have the intention to buy are searching with a transactional intent.

Commercial investigation

Some people have the intention to buy in the (near) future, but use the web to do their research. What washing machine would be best? Which SEO plugin is the most helpful? These people also have a transactional intent, but will need some more time and convincing. These types of search intents are usually called commercial investigating intents.

Keyword intent

The words people use in their search queries will give information about their user intent. If people use words as buy, deal, discount, they are definitely prone to buy something. Also, if people are searching for specific products, they probably want to buy it. If people are searching and use words like information, how to, best way to, you’ll know they’ll have an informational search intent.

How to optimize your content for search intent

You want to make sure that a landing page fits the search intent of your audience. If people search for information, you don’t want to show them a product page. At least, not immediately. You’d probably scare them away. If people want to buy your product, do not bore them with long articles. Lead them to your shop.

Optimizing your product pages for more commercial driven keywords is a good idea. If you sell dog vitamins, you could for instance optimize a product page for [buy dog vitamins]. Perhaps you also have an article about administering vitamins. You could for example optimize that article for the search term [how to give vitamins to my dog].

It can be rather hard to determine the search intent of a query. And, perhaps different users will have a (slightly) different user intent, but still land on the same page. If you want to know more about the search intent of your audience, the best way is to ask them. You could make a small survey, containing questions about what people were searching for and make that survey pop up if people enter your website. That’ll probably give more insights in the search intent of your audience.

Conclusion

It’s crucial to ensure that the content you’re writing fits both the terms people are searching for, as well as the search intent of your audience. Make sure your post or page is informational, if people are searching for information. But lead people to your sales pages if they are prone to buying one of your products.

Read more: ‘Keyword research: the ultimate guide’ »