Everyone uses Google, whether it be to confirm a fact you’re 99% sure is true or to search for the best Christmas gift to buy for your sister-in-law. Because of the broad audience search engines have, it’s vital for the algorithms on these websites to ensure that the results that appear on their pages match with what people actually want to view.
Learning when and what people want when they’re searching for specific topics can be a huge benefit when it comes to refining your marketing strategy. Searcher intent isn’t necessarily common knowledge, but understanding it and creating content with searcher intent in mind can be a game changer for your website’s traffic.
What Is Searcher Intent?
Searcher intent has a variety of names, such as “keyword intent” or simply “search intent,” but all of these terms mean the same thing: a reason why an individual types a query into a search engine.
For example, if someone is searching “best chocolate” on Google, they’re probably not trying to find a particular page or buy a specific item (not yet at least). The user wants to conduct some general research before targeting a specific kind of chocolate or brand to buy.
However, that user would receive significantly different results if they typed in “how to make homemade chocolate” or “history of chocolate production.” Though all of these results focus on one main keyword, “chocolate,” these users are looking for very different things.
Understanding the types of searcher intent can help you work with the team at WriteHQ to adjust your content so that it targets the right audience. The types of search intent, which we’ll dive into below, are strongly tied to the concept of the conversion funnel, which is an e-commerce term describing the different stages leading up to a buyer’s purchase.
The 4 Types of Searcher Intent
#1: Informational Intent
Many people on the internet are looking up topics because they want to learn more – whether it be what the weather is going to be tomorrow, how to build a playhouse for a toddler, or the types of search intent (the possibilities are endless). Those with informational intent have a specific question or want to learn more about a topic they’ve put into the search bar.
Google is a popular search engine for a reason – its algorithm knows that individuals who type in “spaghetti sauce” are typically for recipes rather than the origins of a delicious bolognese. It also recognizes that depending on the topic, images or videos may be more helpful than articles.
#2: Navigational Intent
Users with navigational intent are looking for a specific website, like Facebook or Amazon, and it’s typically easier to type the name of that site into the search bar rather than input a specific URL. Navigational intent may also come into play when a user is looking for a specific page on a website – like a FAQ page or a place to log in.
You want to make sure that when users are searching for your company online, the link to your website pops up in the search results. Keep in mind that appearing for navigational intent is only helpful when users already know about your site and are searching it directly.
#3: Commercial Intent
Prior to making a purchase, users will begin their commercial investigation. This period describes the process of a user looking for a product – but they may not know specifics yet. They may be looking at options and exploring different brands, costs, websites, or rankings. Those with commercial intent are considering a purchase and looking to compare options.
They have moved past the informational stage and are looking to hone in on something specific. For example, think of a search such as “best suntan lotion” or “top tattoo parlors in NYC.” These searches normally don’t contain a specific brand or location. Instead, users with commercial intent are often comparing or contrasting so that they can find the best solution.
#4: Transactional Intent
Transactional searchers are looking to make a purchase, whether it is for a service, product, or subscription. At this point there is a specified brand, they are just looking for the site to buy it from. They know what they want, and would like to access the purchasing page right away. Users with transactional intent are typically in the final stage of the conversion funnel.
Why Does Searcher Intent Matter?
Understanding searcher intent can be the difference that makes your content strategy go from good to great. Brands can have fantastic content that isn’t ranking for their targeted keywords – and if that’s the case, the reason is often that the target keywords and user intent don’t match one another.
Searcher intent is important for search engine optimization and improving SERP (search engine results page) rankings. That’s because Google’s main goal is to satisfy a user’s intent. When you Google something, then don’t click on any of the links provided, Google’s algorithm sends a message back that the intent is likely mismatched.
Because of how important it is to utilize search engines in terms of building your organic traffic, it’s important to match posts that are relevant to your specific targeted audience. The first step is appearing with a high ranking on Google’s results page – and the second step is making sure your content meets searchers’ needs so that you actually get clicks.
Write Blog Posts with Searcher Intent in Mind
With so many results available at the tips of your fingers with a mere Google search, writing your blog posts in a style that ranks higher with your intended audience can really boost conversion rates. However, it’s difficult enough to manage your day-to-day tasks without even worrying about digital marketing and expanding your online presence.
That’s where our highly vetted team at WriteHQ comes in. With extensive SEO training, we know how to write blog posts that are sure to attract your target audience. In no time, we can work with you to upgrade your website’s posts and social media. Contact us for a free consultation today.
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