SEO Search Intent: What You Need to Know
- Melanie Robin
- December 17, 2022
- 7:57 p.m.
- 0 comments
Updated May 11, 2024
Let's discover the fundamental pillar of quality natural referencing: SEO search intent! Do you find yourself writing blog posts or web pages without really thinking about what people are looking for on the web? If so, read on. In an era where Google has become the number one reflex to answer our questions, it has become essential for businesses to master the nuts and bolts of search engine optimization. By diving deep into search intent, you're not only fine-tuning your SEO: you're also building a deeper connection with your readers. Indeed, anticipating and precisely answering their questions means transforming your site into an essential resource.. And therefore retain your audience! Decryption.
What is SEO search intent?
Search intent refers to the reason why a user is typing a target query (or key phrase) in the Google, Bing, etc. search bar.
Whether you are looking for information, looking for a specific site, wanting to buy something or comparing options before making a choice: each of these scenarios corresponds to a different intention.
What are the types of search intent?
Every query on the internet is determined by a specific objective. Learn about four types of SEO search intent.
Informational research
When you have a thirst for knowledge, you are in an informational approach. You are searching for obtain informations general or specific on a subject, broaden your field of knowledge.
➡️ You ask questions like :
How to open an online store?
How to sell on Etsy?
What is inclusion?
Strasbourg weather.
“Know” or informational type research
Navigational search
If you want to go directly to a specific place online, such as an official website, a specific web page, a company or a brand, it is a navigational intention.
➡️ You just type: Youtube.
Website or navigational search
Commercial research
If you are hesitating between several options, looking to compare or read reviews, you are in a commercial approach. Before buying, you find out and choose the best options which are available to you.
➡️ You type something like: review the blue train in Paris
Commercial type research
Transactional research
When you are ready to take action, like buying the latest iPhone or signing up for an online course, you have a transactional intent.
“Do” or transactional search
Why understand the user's intention?
Understanding SEO search intent means learning to read the minds of your target visitors. And if you can do that, you'll be able to give them exactly what they're looking for. Your website not only becomes more visible on search engines, but also useful and appreciated by those who visit it.
Content that speaks to your target audience
By capturing the essence of what Internet users want, you have the key to create quality content which fits perfectly with their needs and expectations. This is the secret to making your articles, videos or infographics relevant. You provide the right answer at the right time, and that makes all the difference in captivating your audience!
A pleasant user experience
Understanding the desires of Internet users also means knowing how to organize your site so that information is easy to find and pleasant to read or look at. Result ? Visitors enjoy your site and have a good time there (the rebound rate drop).
Top-notch natural referencing (SEO)
Search engines love content that is precisely what users are looking for. This can boost your pages to the top of search results, attracting more qualified visitors on your website.
More conversions
If your site immediately satisfies Internet users, they will be more inclined to click, buy, register... In short, to do what you hope them to do.
A site that we leave less quickly
When visitors land on your site and find what they're looking for without getting lost in the twists and turns of the web, they have no reason to leave immediately. This reduces the famous " rebound rate ", and this is a very good sign in the eyes of search engines.
A step ahead of the competition
By being more responsive and more attentive than the competition, you become the reference in your field. Internet users come to you rather than to others. They will think of you first when they need information or services in your sector.
Tools to understand Internet users' online searches
Embark on a real detective mission to uncover the interests of your dream clients. What keywords would they type into Google to come across your offers or products? Here is an essential little tool kit. Refine your keywords, find content inspiration and attract the ideal audience. Sharpen your analytical skills, every detail is important!
Free tools
Google suggestions (Google Suggest)
When you start typing in the search bar, Google goes out of its way to provide you with ideas live, pulling from popular searches and even your own previous searches (if you're signed in to your Google account). It's a handy tool to save time and refine your search effortlessly. And who knows? You might even come across some gems in terms of queries that you hadn't thought of.
Google related searches
Google related searches are hidden gems at the bottom of your results screen. They guide you to related topics or questions shared by other web curious people.
Google Trends
Google Trends lets you take a look at what's capturing the world's attention in real time. This tool analyzes Google search trends, i.e. the most typed queries over a year. Using graphs, you can track interest in certain terms over time, spot current hot topics, and even predict future trends.
Google Keyword Planner
Google Keyword Planner is a Google keyword planner integrated with Google Ads. Basically, this tool guides advertisers in their search for keywords for their campaigns on Google. But beyond advertising, natural referencing (SEO) experts also turn to this tool to keyword research. It provides insight into search trends and user preferences. He helps you unearth relevant new ideas, gauge how many times those words are searched for, and gauge competition in ad auctions.
The forums
Quora or Reddit for example are content platforms generated by Internet users in the form of questions and answers (UGC). The forums are full of real questions and discussions, perfect for finding out what's on your audience's mind! Moreover, Discussions on forums reveal the exact expressions used by your target audience in daily life. Finally, it is well known: forums are often the cradle of emerging trends.
Client's opinion
Your customer feedback and that of your competitors are valuable in showing the expectations of your target audience.
Social networks
Social networks such as LinkedIn and Facebook groups can be great resources for understanding the precise SEO search intent of your buyer persona. For what ? Because that's where online conversations come to life. Each question asked or debate launched is an avenue for adjusting your content. Additionally, by engaging in conversation, you will learn more about their needs and collect valuable testimonials to enrich your content.
Simply your brain
Putting a little human touch into SEO changes everything! Your gray matter, your empathy and a pinch of creativity perfectly complements digital tools. In fact, our brain captures subtleties and context, where even the most advanced tools reach their limits. At the end of the day, Putting yourself in the shoes of Internet users allows you to create content that really speaks to them.
Paid tools
Answer the public
This tool presents itself as a generator of questions and associations of ideas based on a key expression. In practice,
“Answer the Public” takes your keyword and turns it into a barrage of questions, all based on the 5W approach: who, what, where, when, why and how. This is the perfect opportunity to create tailor-made content that goes straight to the heart of your audience's concerns: targeted articles, optimized titles, an FAQ section, etc. The free version is limited.
Also Asked
Here is a tool that could well arouse your curiosity, because it immerses you in the world of “other questions asked” (People Also Ask) by Internet users on Google. These visualization cards provide a unique perspective on related questions that users ask. A tool that is both fun and serious which, even in its free version, proves to be very useful for starting keyword research and generating content ideas.
SEO tools
SEO tools like SEMrush and Ubersuggest will help you precisely decipher Internet users' requests thanks to their detailed keyword analyzes . They shed light on search volume, keyword complexity, and common questions. And that's not all, they also give us insight into competitors' strategies.
How to optimize content for Search Intent?
To really give your SEO strategy a boost, it is essential to work on your content in a way that perfectly matches what your target Internet users are looking for (and why they are looking for it). Beyond the tools, it is your ability to understand and anticipate the needs of your target audience that will make all the difference. The idea is to look beyond simple keywords to fully satisfy user queries – not only offering them the answers they are looking for, but surprising them with the quality and relevance of your content. Now here are 3 steps to optimize your content for SEO search intent.
Deciphering the user's intention
It's up to you to decipher the hidden intentions behind each search – whether it's to get information, buy something, or just browse. By putting yourself in the user's shoes, by wondering about their journey and their possible questions, you will create content that really resonates with them. To do this, create a table where each keyword will be classified according to its search volume, its type of intention (informational, transactional, etc.), and its strategic importance. This will allow you to understand the expectations behind each search and adjust your strategy accordingly.
Review Results Page (SERP)
To know how to shine in the search engine, there's nothing like observing the stars already in place. As you scan the top results for your keywords, notice what makes them unique and think about how your content can stand out while remaining relevant.
Evaluate your existing content
If you already have content online, take the time to reread it in light of your new findings about search intent. It may be necessary to update or readjust your keywords to keep your content in line with user expectations. In this sense, I recommend that you regularly carry out a content audit.
What you must remember
SEO search intent keywords reveal what people really want to discover or accomplish online. These expressions help search engines understand and classify your content based on its relevance to these intentions. Identifying the keywords behind your target audience's searches is the key to creating content that captivates and meets their expectations exactly. And when visitors find what they're looking for on your site, they stay on your website longer (which makes Google look good). But they also want to come back and interact, thus boosting the effectiveness of your site. It’s a virtuous circle: adapted content, satisfied visitor, website that takes off!
Consultant in natural referencing (SEO) and digital strategies in Paris. I help businesses optimize their online visibility.
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