The Internet Doesn’t Speak Sarcasm: SEO and Search Intent
The things you type into a search engine are a lot more black and white than the things you say aloud. How so? Consider this example: an old friend of yours sees you on the street and tells you, “Oh, I’m looking to buy a shirt just like that! Where’d you get it?” The meaning of her tone transforms the intentions of her statement.
Comparatively, if you type “where to buy 2019 romper” into Google, you don’t have to worry about the search engine misinterpreting your tone.
As a result, marketers can use black-and-white search intent to their advantage. Search intent, in fact, contributes to your content’s SERP ranking. With SEO’s effectiveness on the rise, why not branch out and explore how you can better integrate intention-aware keywords into your content.
Understanding Search Intent
We have an example of search intent, but what is it, specifically?
Search intent describes consumers’ reasoning for making particular online searches. It covers:
- The problem a person may be experiencing
- A question a person may want answers to
- Specific websites a person wants to visit
- A purchase a person wants to make in the near future
Again, search intention online is far more straightforward than intention in real life. You can determine your users’ intentions based upon the keywords used without having to question when there’s sarcasm involved.
Types of Search Intent
- Informational Intent: The internet is a functional library of information. Many users who utilize Google and search engines like it are looking for answers to their questions. In this case, you need to keep an eye out for industry- or topic-specific keywords.
- Navigational Intent: Consumers can use Google to get from one platform to another. For example, someone trying to log into Gmail may Google “Gmail” to find his or her inbox.
- Transactional Intent: Transactional intent reflects directly on e-commerce. If a consumer is looking to purchase something from your platform or that of a competitor, he or she will use terms such as “buy” or “sale” to find the right page. Those keywords will indicate an interest in sales and will change the kind of search results the searcher encounters.
- Commercial Intent: Commercial intent describes the research process consumers undertake when looking for a product to eventually purchase. These sorts of searches often involve terms such as “best” or “top ten,” as consumers are looking for products that are long-lived and that rank highly when compared to competitors’ products.
Optimizing Your Platform for Intent
Keyword research allows you to better prepare your platform for intention-oriented keywords. There’s more than one way, though, to optimize your platform for search intentions:
- Customize Your Landing Pages: Your landing pages should see to users’ needs. When they ask Google a question or search for information, you need to introduce them to your business and let them know that you have their answers.
- Integrate Keywords into Your Product Pages: Question keywords, in particular, will ensure that your product pages appear in intentional SERPs.
- Assess Your Users’ Data: Figure out what your consumers are searching for on your platform. You can find essential keywords this way while also identifying which of your pages – and, thereby, what content – generates the most consumer interest.
Intentionality can make interpersonal relationships complicated, but they don’t have to complicate your business. Use your analytics to discover your consumers’ intentions, and you’ll be able to boost your SERP ranking.
Image attribution: Monster Ztudio – stock.adobe.com