On average, 40,000 search queries occur every second. If you’re focused on traditional keyword research in your SEO strategy but fail to analyze search intent, also known as user intent, then you’ll find it challenging to achieve a coveted position on Google’s search engine results page (SERP).
Here’s the thing — It’s nearly impossible to stay up-to-date with every algorithm change unless you do SEO full-time. Sure, there’s value in knowing how many keyword searches occur each month and how competitive the query is, but these analytics don’t explain why users search or what types of results they want to see.
Without this data, the chances are high that you’ll miss the mark on your search engine optimized content. It’s a vicious cycle. You optimize content for the wrong reasons, Google doesn’t find your copy relevant to search intent, potential customers never see your offer, and your conversions don’t increase.
Break the cycle by learning how search intent fits into your content marketing strategy and your SEO strategy, then use it to rank your content higher on the search engine results page.
What is search intent?
Search intent, also called user intent or query intent, is the “why” behind every search. When you type a question into the search bar or say, “Hey, Google,” then you expect to get a relevant answer. Experts break search intent down into four distinct categories:
- Informational: Users want subject-specific tips, facts, and news.
- Navigational: Searchers enter a specific business name or website into the search engine.
- Transactional: This type of search query signals that the user wants to make a purchase.
- Commercial: Users use these search terms to gather research before a purchase.
Since Google aims to “organize the world’s information and make it universally accessible and useful,” then it makes sense that their algorithm eliminates content that the user has zero interest in viewing.
How do I find search intent?
Find search intent using a combination of actions, including paying attention to the search engine results page when choosing keywords and reviewing your Google Analytics.
- Look at the SERP results for your targeted search query. What type of content pops up first? Blog posts or product pages? There’s no reason to reinvent the wheel here. These companies got to the top by delivering what the user wants.
- Review the “People also ask” box on the search engine results page. This helps you understand search intent and determine what your keyword-optimized content should include.
- Inspect advertisements listed for your keyword search. Look at the keywords used in their metadata, including title and URL. Again, you don’t need to reinvent the wheel here. Go with what works and tweak it to deliver added value.
- Check Google Trends to verify the reliability of the search term and see it in a different context.
- Examine your website’s analytics. Look at the keywords your site ranks for and determine if your content satisfies the user’s search intent.
How does user intent relate to SEO strategy?
Search intent and SEO strategies work together, with user intent forming the foundation of your plan. By combining SEO keyword research with search data, you guarantee better results over time. This happens because you’re creating content tailored to the needs of your desired audience and based on their search terms while satisfying the relevancy part of search engine algorithms.
Data is critical in all aspects of a business. However, by optimizing for search intent, you’ll please artificial intelligence and humans alike. This alone is reason enough to focus your efforts on the “why” behind every keyword.