What is Search Intent?
The purpose of a user’s online search is reflected in their search intent.
It is the reason behind a search query. That is, why did the individual do this search? Do they wish to gain knowledge? Are they looking to buy something? Or are they seeking a certain website?
If you want to rank higher on Google SERPs in 2021, you must be the most relevant result for the query. First, this entails providing content that is relatable to search intent.
Types of Search Intent
1. Informational: The searcher is on the lookout for facts. This might be a response to a basic query such as “Who is Steve Jobs?” Or anything that necessitates a lengthier and more detailed response, such as “how does the search engine work?” Not all informative searches, however, are phrased as queries.
2. Navigational: The searcher wants to find a certain website. They’ve already decided where to go. It’s definitely much faster and simpler for them to Google it than for them to put the complete URL into the search box. They can also be unclear about the precise URL. For instance, “adnaira”, “Facebook”, etc.
3. Transactional: The searcher intends to buy an item. They’re in search of something. They most certainly know what they want to purchase. They’re searching for a store where they can get it. For example, buy “Samsung Fold”.
4. Commercial Investigation: The searcher is looking for a certain product or service but is yet to decide on the best option. They’re probably seeking feedback and comparisons. They are currently deliberating their alternatives. For example, “Jumia Vs Conga.
Optimizing for Search Intent
The type of content you generate should be guided by search intent. Write a blog article if the keyword has informational intent. Create a product page when it has transactional intent.
Step 1: Examine the ‘SERP consistency’. Google ranks do not remain constant. They change and vary frequently.
Step 2: Check that your content adheres to the “three C’s of search intent.” Which are:
- Content Type: This refers to the general “type” of content in search results and is either a landing page, product page, blog post, or category page.
- Content Format: This pertains to the top-ranking sites’ “format”. For instance, “How-to” guides, tutorials, reviews, etc.
- Content Angle: This refers to the distinctive selling point of the top-ranking articles and pages and gives an idea of what searchers value when undertaking a specific search.
Once you’ve determined that your selected keyword is good, your next duty is to examine the search results of “the three C’s of search intent.”
Step 3: Draw ideas from the top-ranking websites and search results. If you’re passionate about targeting a keyword, you’ll need to go deeper into the SERPs and top-ranking websites.
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