What is Search Intent

Ranking in Google searches is the key to success for businesses. Unfortunately, Google does not make this easy, as they keep their algorithms a closely guarded secret. Adding to the challenge of ranking, Google frequently makes subtle changes to their algorithms. 

Mastering the art of creating content that ranks on Google includes having an in-depth knowledge of everything SEO. One of the most overlooked aspects of SEO is the search intent. Using it can help you move up in the rankings and hopefully improve your bottom line. 

Defining Search Intent

Search intent is exactly what it sounds like: the reason why someone is searching. This seems almost too meta for a search engine to handle, but we are talking about Google.

So, as you develop your content, you have to look at the why rather than the what. You have to ask yourself a few key questions: 

• Why would someone do this search?
• Do they want to learn something?
• Do they want to buy something?
• Are they looking for a website?
• What do they need?

Hopefully, what you wrote will fill the intent, and if it does, Google should be able to find it and share it with the person searching. 

Reasoning Behind Search Intent

Content creators and webmasters need to understand why search intent matters. The top reason is that Google wants to understand what users are looking for in their queries. Google became the top search engine in the world because it provides useful answers. 

Other search engines exist, but when was the last time you used one? 

If you want your website to rank in Google, you have to figure out what people want and why they want it. Your job is to create pertinent content that positions itself with the search intent of potential visitors. 

For example, if someone is searching for “affordable vacation homes,” you need to know if they are looking to rent or to buy. Google knows, but if you aren’t providing the answer to the rent or buy question, then Google will not prioritize your site by placing it in a prominent location.

How does Google know what a user’s intent is? The website keeps track of everything. If they frequently rent condos and homes for vacation, then Google knows the user has the intention to rent. 

Types of Intent

While it might seem like a complicated aspect of SEO, search intent only has four choices. There might be some distinctions within the four types, but that is dependent on the user. When you create your content, you should know the type you’re creating. 

Commercial

In this type of search, users are looking to buy a product or service. They want information that will help them determine the best place and the price. Many times they want a map to find a location or a collection of reviews. 

They might conduct a local search, like “best coffee shop near me” or “cheapest golf tee times near me.” That “near me” factor is a dead giveaway for Google to offer locations with high rankings and plenty of popularity. These searches show Google that the user is probably ready to buy. 

Other searches are more global. For example, users might search for “best children’s breakfast foods” or “minivans vs. SUVs.” These searches show Google that the user is researching their options. The intent changes a bit with the searches, but the eventual idea is that the user will buy something. 

Informational

People use Google for a variety of informational reasons. Many will look up scores from their favorite sports teams. They might use Google to look up historical information or definitions of new terms, like “what is search intent.” 

Informational searches can be phrased as questions or a collection of words. You might ask for “directions to Laguardia” or “tallest skyscraper,” and Google will recognize that as information search intent. 

Navigating to a Website

The spot where you enter your search in Google Chrome is called the Omnibox. This is because the bar does a variety of tasks. If you want to go to the website, but you don’t want to type in the full address, you can enter the name of the site, and Google will take you there. 

For example, if you want to go to Twitter, you just type Twitter. You do not have to enter the full address with the HTTP and .com. 

Google recognizes the difference between this search intent and the others because the user has done this on previous occasions. The first time you type in Twitter, you might get the answers to a search, but after a few rounds, Google will take you where you want to go, which is most likely the login to access your Twitter account. 

Transactional

Finally, Google can also tell if a user wants to conduct a transaction. The user may have already conducted research on the item in question. Now, the user wants to buy. So, searches might include phrases like “cheapest Chromebook” or “coupon for phone cases.” 

Use SERP to Determine Search Intent

If you are using Google Analytics, you have plenty of data at your disposal. But one of the most useful spots to find search intent information is through SERP – the Search Engine Results Pages. In SERP, Google offers snippets that include information about shopping, knowledge, questions, and video. 

Why SERP is helpful is because Google does not use it often. SERP tends to show up more frequently in information searches and not as often in transactional or commercial searches, which makes it easier to learn how Google uses intent. 

Write Quality Content with Search Intent in Mind

There are four C’s involved in writing search-intent content. These include:

• Content angle
• Content format
• Content style
• Content type

You should not haphazardly create content. The angle should be the first consideration, then the type (video, written, social media) and format (how-to, listicle, etc.). After that, style matters. When you are intentional with your content, your potential viewers are that much closer to becoming potential customers.