Do you want to know how your potential customers look for you to purchase your products and services within your website, blog or online store? Do you know how to focus content on one element or another so that you appear in the first search results of search engines? You are in the right place! If you want to implement a content strategy , knowing the search intention of your users can become a clear competitive advantage, since you focus very clearly on the content (in the form of audio, image, text or video) and, therefore hence, its value and utility. In this guide, URated Digital Marketing Agency experts will explain what search intent is and how to improve SEO to succeed in your online business.
When you are using content marketing as a digital marketing
strategy to reach users, it is vital to know what questions your target
audience may be asking in order to give them a coherent answer. Users usually
go to Google because they are looking for answers; therefore, the investigation
solves the question of each user. Even so, these intentions are not always
obvious, since each individual uses different keywords to try to find the
answer to their searches. Therefore, search engines strive to understand human
language to interpret users' search intent. With this, robots can search the
index for content that best meets users' needs.
What is search intent, how it works
and what it is for?
The user's search intention refers to the way in which users
make a specific query in an Internet search engine. It is, therefore, a process
that aims to understand what consultations a person makes, why they are
carrying out them and what is their objective with them. Normally the more
specific a user's query is, the better the results will be to respond to their
intention since a lot of work has been done previously.
The search intent is a shorthand way to explain the way in
which users seek certain information, product or service through the network.
Search intentions are used so that all Internet search
engines, especially Google, are able to offer useful results when people come
to them to solve a certain question. The tools try to find out, based on the
words indicated, which spaces are capable of offering useful information and,
within them, which are of the highest quality so that the user spends as much
time as possible within the platform.
If you do a search with "best wrinkle creams" and
another with "buy wrinkle cream" and analyze in depth each SERP
(search results page) you can see how the results, including the structure of
the SERP, change completely . Although only 1 word varies , Google knows that,
in each search, the user is at a different point in the purchase process and,
therefore, their immediate objective is different. That is precisely why it is
very important to take care of each element.
In the first search the user does not have very clear what
he wants so it is limited to information , but in the second wants to buy but do not know why element will be decided.
Advantages of knowing the search
intention of users
Knowing the searches of users on the Internet seems like a
simple task, but behind the simple query there is a great variety of things
that help and allow businesses to position themselves and achieve their goals ,
through the established objectives and improving their strategies. With the
information we can understand users much better and make their experience much
more pleasant, and be able to satisfy their needs and clarify their doubts ,
depending on what they want to find.
Increase organic
traffic: If you know what users are looking for, you can increase your
organic traffic by offering the products and / or services they are demanding.
The more organic traffic and the longer the permanence, the higher the quality
of your website . By using the right keywords in the title and description, you
will be able to find yourself among millions of results.
You get visibility on
the Internet: Knowing the behavior of Internet users, an unknown element
for most of your competitors, will allow you to obtain visibility thanks to the
publication of the content or elements that they demand . How to do it? First,
knowing who your buyer persona is, that is, your ideal client, and working on
the most important words.
You increase the
number of conversions: Obviously, the more web traffic and the higher
quality content, the greater the possibility of increasing conversions within
your website, right? Whether it is a subscription to the newsletter or direct
sale of products and / or services, knowing the search intention will increase
the chances of meeting your objectives.
You improve the
reputation of your website: Appearing in the first results of the SERPs is
synonymous with optimal work . The growth that the Internet has experienced in
recent years has made reaching this goal increasingly difficult due to the
number of web pages that have emerged, so achieving it will increase your
chances.
Most common types of
user search intent
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