There is a lot that goes into creating a good SEO strategy. You must get backlinks, use the right keywords in your content, and many other aspects. However, one thing that you shouldn’t neglect is search intent.
When someone looks up something on Google, they are trying to achieve a particular goal. To do this, they use one, two, or more words. Now, for the most part, Google can figure out someone’s intent. If you want to improve your SEO, though, you must be able to understand keyword search intent as well.
This article will tell you more about search intent and how to determine it.
Keyword Search Intent – Definition and Things to Know
Keyword search intent refers to the purpose of a person who types in specific queries when trying to find something on a search engine. Also known as user intent, it tells you why someone is looking up a particular word combination on Google or a similar platform.
For instance, if someone searches for “best interior paint colors”, they are not trying to buy anything at the moment. They simply want to do some research on what is trending or what would best suit their house before they buy anything.
This indicates commercial intent – someone is looking at their options and getting ready to make a purchase later.
The Different Types of Search Intent
To be able to determine search intent for keywords, you must be aware of the multiple keyword search intent types. Once you recognize and understand them, determining intent will be a piece of cake.
Here are the 4 intent forms:
Informational Intent
Informational intent is very easy to come across, and that is because many people simply use Google and other search engines in order to obtain information about something. People can now do quick search engine searches from anywhere. Thanks to smartphones, they can simply pull out their phones and look up an answer to a question, for example.
Let’s say you’re talking to your friends about an old game series, but you forgot the names of some of the characters. If you use your phone to do a Google search for the names, this will indicate informational intent, as you’re simply trying to find out some information.
Sometimes, people will even formulate full questions when searching for certain details. This may also indicate informational intent in some cases.
Navigational Intent
When the intent is navigational, the searcher wants to go to a certain location. For instance, the person looking up keywords on the search engine may be searching for specific public service facilities or certain apps or websites.
Therefore, the searcher may use the name of the website they are trying to reach in the search bar. Google will give them several results, with a link to the desired platform being offered in one of them. So, you navigate through Google in order to reach another destination.
Commercial Intent
People with commercial intent are usually searching for a certain service or product. However, they haven’t decided what to purchase yet or even if they want to make a purchase in the first place.
There are many keyword combinations that someone with commercial intent may be looking up, such as:
- Peugeot vs. Ford
- Best hotels in Las Vegas
- Top bars near me
Transactional Intent
As the name suggests, this type of search intent is present when the searcher wants to take action. They are ready to possibly buy a service or product. So, when someone is determined to buy something, Google will know and will offer some chances to perform this action.
In order to give people what they want, the search engine will offer results where one can use the “buy” button to make a purchase. This way, the transaction can take place in an instant.
Why Determining Search Intent Can Help Your SEO
If you want your SEO strategy to be successful, you should work on determining search intent. Once you’ve established that, your search results ranking can improve significantly.
Google has some information on the Search Quality Evaluator Guidelines, so you should check that out to find more information on identifying search intent.
How Can You Determine Search Intent for Keywords
Now, if you want to get up the Google search results, you must know how to figure out the search intent behind the keywords. For the most part, you must understand the way your potential visitors stumble upon your ads, website, or content. This way, you can effectively target them and make Google see you as a more important and trustworthy site.
Here are some ways for you to determine keyword search intent:
Take Advantage of Google Ads
If you think that there is commercial intent, you can use Google Ads to find out how competitive the keyword is, as well as how much people are willing to pay. If you use the keyword planner offered by Google, you’ll discover the most relevant keywords, as well as the suggested bid for each and how high the competition is.
The suggested bid will tell you how successful other advertisers were with those keywords, giving you an idea of which ones you should use.
Look at the SERPs
Google’s algorithm was made in a way that allows it to figure out the intent behind specific phrases or words. So, if you study the Search Engine Results Pages or SERPs, you should be able to establish the possible intent.
Things you should be looking at include organic listings, paid ads, and knowledge graph results.
Use Your Analytics
Take a look at your analytics and analyze them. This can tell you if your current content is optimized for the search intent of your potential visitors. Improvements can be made if things are not perfect yet.
Check bounce rates and use them as an indicator to see if your content matches up with user intent or not.
Final Thoughts
Understanding the search intent of keywords can help you improve your SEO strategy so you can target the right audiences based on their purposes. Use the tips we presented in this article to determine the intent of the searchers and create content that matches it to boost your Google ranking.