Search engines such as Google are now turning more sophisticated when it comes to measuring how effectively a web page would match searcher’s intent. Of late, a very common question from prospects and clients is about searcher intent. Now, this is interesting, and you would like to learn more about it and the effect it has on your SEO tactic to take your business website to the next level.
When your clients provide you with a list of keywords or search terms, you should ask two essential questions: Would you like your website or web pages to rank on Google? What do you want to achieve through your page rankings? These two questions will make your clients understand their customers and their behavior before integrating specific search terms and themes in the web page content.
Company owners, managers, and executives who understand intent for SEO will be more likely to reach out to their targeted customers who are willing to purchase the company’s merchandise or opt for its services.
When business leaders and managers analyze the phenomenon in the minds of the consumers, they can target the right audience who want to use their credit card or debit card at that point of time to purchase the products they want. Read on this article to learn more about searcher intent and the types.
Different Kinds of Searcher Intent
When it comes to searcher intent, it answers the ‘why’ behind each query entered on Google’s search page. Based on what a user is trying to achieve, searcher intent is classified as follows:
Transactional Intent
These queries have maximum commercial intent as the searchers want to buy a product or service. The usual words related to this search include sale or price. As far as transactional SERPs are concerned, most of them are commercial pages such as product, subscription, and service pages.
Informational Intent
Users typing informational queries try to learn about a particular topic or subject. Informational intent is the most commonly occurring searches and has high search volumes.
Commercial Intent
As far as commercial intent is concerned, the queries prevail as a type of hybrid intent. It is the combination of transactional and informational intent. Commercial searches have transactional intent when buyers are contemplating to buy a product, but they are also searching for informational web pages to help them make an informed decision. The outcome related to commercial intent generally has a mix of product/service pages and information-rich web pages.
When it comes to these searches, they are also present at the peak of the marketing funnel. It is called the discovery stage when the visitors are less expected to change into customers directly. These queries include web pages with unique, useful, and informative content. The content answers user queries with clarity and speed. As far as the search results are concerned, they are directly related to the searches and will reflect the same.
Classifying search queries and keywords into different types of searcher intent will help you learn what visitors want. Accordingly, you can create web pages and optimize them.
Optimize Your Web Pages for Searcher Intent
Now that you know about the four intent types, you can work on optimizing your web pages. As we discussed before that the keywords received from the client should rank in Google’s SERPs. It leads to other essential questions like, what is the intent of such searches. What does the search engine think the intent is? What kind of result are users looking for? Therefore, before you optimize the web pages for particular search terms and themes, you must optimize the keywords for intent.
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All you need to do is evaluate the current pages that are ranking to find the answers to your questions relating to intent. The results may be ‘Best 10 lists,’ ‘product pages,’ or ‘Reviews.’ Your research related to searcher intent also includes creating content. If you want your web pages to rank, you will need at least one page to compare to the present results. In case, you do not have a similar page; you will need to create one.
You may also find some opportunities where the search results do not perform that well and fail to answer user queries. However, you can compete fast by building a more focused web page. Besides, you can consider taking it a layer deeper and factor in linking intent. Figure out whether you have an opportunity here to develop a web page that serves as a resource and attract links. Assessing searcher intent will help with the other aspects of your optimization strategy.
What Will Answering Intent Accomplish
The most obvious question is what your ranking achieves. The answer is driving traffic to your website. Now, what does that imply? Based on the intent relationship with a defined search term, the traffic could help in discovering your brand, building authority, or driving conversions. You should factor in intent when setting expectations and allotting KPIs. It is important to note that not all traffic need converting.
SEO tactic would target several phases of the marketing funnel. It will ensure that all your prospective buyers can find you. Developing brand affinity is an integral part of getting traffic, and through brand recognition, you can achieve click-through-rate by more than two to three times. Segmenting phrases and keywords based on searcher intent would help you discover and bridge any gap in your keyword targeting.
You should ask what ranking for the targeted search terms will accomplish for your company. Additionally, you must also figure out how the same lines up with your general marketing objectives. This strategy will let you concentrate on the possibilities and SERPs that can create the maximum impact on your business.
Conclusion
When it comes to modern-day SEO, it should begin with optimizing user intent. We know that search engines such as Google or Yahoo have become more sophisticated and smart at gauging how well your web pages match searcher intent. The pages that rank among the first five results in the SERPs are those that answer the queries entered by web visitors in the best possible way.