How Users’ Search Intent Affects SEO in 2021?
User searches the internet for a number of reasons and intents. Understanding the user’s intent is an integral part of search engine optimization in 2021; as experts from all around the world agree that incorporating the user’s search intent in your content and SEO strategy bring outstanding results for digital marketers. Suppose you are a part of a digital marketing firm that is responsible for the high ranking of your websites, you might be working with stellar content and still not be able to rank the websites for keywords higher on Google. This happens because most of the time, the users’ intent and your keyword strategies are not matching. Therefore, determining the types of search intents is vital that will help you to figure out the best keywords for your content marketing.
Here in this post, we aim to discuss some of the most crucial elements of users’ search intent and how you can figure out the best intent for the given keywords. You can optimize your SEO for users’ search intent; however, let us iron out the basics of search intent first to grasp this idea better.
- 1 What is Meant by Users’ Search Intent?
- 2 The Importance of Search Intent in SEO
- 3 How to Broaden your Search Intent Across Marketing Stages?
- 4 Improving Rankings with Search Intent is Possible
- 5 Types of User Search Intent
What is Meant by Users’ Search Intent?
Search intent is also known as users’ intent or a primary goal when they decide to use a search engine and enter a query to find out what they need. Most of the time, users are trying to search for a specific answer or a solution on the Internet because they are unable to resolve that issue on their resources or expertise. This is where Google and other search engines come in very handy to provide users with hundreds of options to choose from and solve their business or personal problem.
For example, take fast food as an example, when users search for a pizza recipe on Google, they have a different intent compared to ordering pizza at home. Both of these searches have a different search history. However, both types of users revolve around pizza; their intents are different regarding the pizza search.
The Importance of Search Intent in SEO
The search intent of users is very important when it comes to an understanding of what is going through their minds and what specific issue or product they are searching for. In short, Google emphasizes users search intent because the search engine wants to provide users with a range of comprehensive results to solve and understand their problem. When a user enters a specific term or a phrase or a keyword in the search bar of a search engine, he or she can find the relevant information easily that also sends Google some vital signals about the intent of their search. However, most SEO professionals ignore that aspect of users intent and unable to understand that issue properly.
For instance, we give you an example of a user who is searching using the following keywords:
“How to build a website free online.”
Using this query, the users will be able to get a range of search results, showing them the CMS development pages and hosting sites that allow the free creation of websites. If they are not satisfied with any of the results, then they will try to change the keywords and enter a brand new search. Google refers to this problem as a mismatch between the users intent and the search results because the results do not match with their intent.
How to Broaden your Search Intent Across Marketing Stages?
Remembering the user’s search intent while creating a content marketing strategy or running an online business is extremely important. It can be the driving force behind the pieces of content you create and how you can create them.
The search intent is also very important because the more specific content is the requirement of users that we create for them. However, if we don’t know what they are searching for with whatever intent, it isn’t easy to reach out to users and create content at different funnels. Therefore, our task is to help convert the users into customers who are looking for services just like ours”.
It is clear from the above statement of an industry’s most prominent expert that the search intent of users is an extremely important part of SEO in 2021. If you want to improve your rankings, then first you need to reach the users by focusing on their search intent and match it with your content marketing strategy.
Improving Rankings with Search Intent is Possible
Google plays a major role to develop algorithms and factors that affect rankings. The major ranking factors of Google in 2021 include user satisfaction, authority, and relevance. It is easy to connect with users using the right keywords when you are mirroring their search intent. This strategy can provide you with a great chance of improving your ranking.
The first factor Google gives much importance is relevance. Relevance relates more to the user’s behavior on the Internet. Because if your website is rich and informative for them and they can get what they want, then they are unlikely to return to another Google search and will consider taking action or make a purchase decision based on the accuracy and relevance of the search results and data. The second major factor of ranking by Google is the authority that relates to backlinks on your website. It is vital for any digital marketer to create a robust backlinks strategy that gives positive signals to Google that your website have a lot of content that covers many areas and intents of users.
You can further improve your brand authority by creating the right blogs and content that relate to the topics users are searching for. And the third major factor in ranking is users satisfaction. This relates to the quality of content you create to provide value to the users that is relevant to the audience.
Types of User Search Intent
Because there are endless search terms users can use to find the content. These are the primary types of search intents by users:
Now, how do all these search intents affect your content? Help you understand the logic of users to search for a specific keyword? Let us explain these intents more.
As the name suggests, an informational intent of a user relates to his or her search intention. They are looking for information. This could be the form of how-to guide the users or giving them the right definition. Even providing them a recipe for dinner. This is the common search intent of the users who are looking for questions on the internet. For example, if some enter the keywords “Steve Jobs leader”. Then looking for information that relates to Steve Jobs leadership styles and skills to complete a dissertation or an essay. More examples can be given of an informational search intent such as “how to boil an egg”..
Preferential or Commercial Intent
Users often do a commercial investigation before buying a product like their record for comparing products and brands. This helps the users to get the best solution for their problem. This type of research is also common on the Internet and reveals the commercial intent of the users.
The customers with a transactional intent or approach aim to purchase after they have made a purchasing decision. Since the users are already convinced that your products are the best solutions to their problems. They are in buying mode. Need to make sure that they go nowhere else.
Navigational Search Intent
Navigational intent of the users who are looking to navigate to a specific website/blog. Looking for a specific page on the Internet. These searches relate to brands or websites with additional information such as login details or the URL.