Welcome to SEO Melbourne TV’s Snapshot Insights! In this episode, we will be exploring the concept of ‘search intent’, its basis in user psychology, and how understanding these archetypes as groundworks to drive your SEO targeting can help boost the online visibility of your business – the team explores on more of this.Â
Understanding SEO Search Intent
Search intent, also known as user search intent, refers to the underlying categorisations and motivations behind user queries on a search engine (in this case, primarily Google). As search intent is one of the foundational factors driving why users are on a search engine from the onset, having a comprehensive understanding of its specific needs, composition and solutions will allow you to create more relevant and valuable content that addresses your target audience’s needs. This approach can not only enhance user satisfaction, but also improve your search engine rankings, as you tailor your resources to each individual stage of the search journey as possible – providing value at select, targeted points along the way.Â
Types of Search Intent Â
Search intent categorises into four main types; including navigational, informational, commercial and transactional intent.
- Navigational intent refers to users looking for a specific website, and already knowing what they want to find.
- Informational intent involves users seeking more information or knowledge about a given product or service.
- Commercial intent is characterised by users who are in the middle of comparative research, and consider varying options for the express purpose of making a decision.
- Transactional intent refers to users who are ready to convert to the brand’s offers – whether this is through a purchase, form of engagement, or some other form of brand buy-in .Â
For business owners focused on the sales funnel, we’ve identified the archetypes that most significantly impact the bottom line. Informational intent is crucial for building baseline awareness, driving traffic, contributing to brand authority and establishing relationships with potential customers. It’s a gateway, waypoint and final destination characterisation that’s relevant at all points of the search funnel, and can help trigger interests from users at any given stage. Commercial intent contributes to nurturing leads and building trust, while transactional intent is directly beneficial for increasing sales and generating conversions, targeting users who are ready to act on their purchases.Â
Key Takeaways
Aligning content strategy with different types of search intent will maximise your SEO efforts, generate quality leads, increase conversions and drive greater business growth!Â
If you are looking for expert assistance in implementing SEO content strategy that effectively matches users’ search intent, reach out to our professional team today!Â