With an ever-changing SEO landscape, knowing user intent is no longer enough to get relevant traffic and make sure that your content is relevant to your users’ interests. User intent is the reason a search query was made, that is, what a user is attempting to find when they are typing a query into a search engine. SEO based on user intent can make the difference between being high on the search engine result pages (SERPs) and fulfilling your users’ expectations.
What Kinds of User Intent Should You Know?
There are basically three kinds of user intent: informational, navigational and transactional. Informational intent is used if a user is looking for some kind of information about something, or answers to a question. Navigation intent: When a user needs to go to a specific website or page. Transactional intent: Users are in the stage to make a purchase or take a particular action.
Optimizing for Informational Intent
Informational users want high-quality and in-depth content. These users need something they can find answers to or a solution for and you can provide it with high-quality blog articles, guides or FAQs that will satisfy them. Your SEO should target long-tail keywords as they are narrower and more related to what users are looking for.
Optimizing for Navigational Intent
Navigational intent users are the ones who already know where they want to be, be it a website or a page. If so, your SEO work must be oriented towards brand awareness and getting your website to rank for the brand or business name. Keeping an online presence solid and regular and optimizing for branded terms can make these visitors find your website effortlessly.
Optimizing for Transactional Intent
When users are transactional in intent, they’re closer to purchasing or executing. SEO for this intent needs to be all about providing the CTAs, descriptions, customer reviews, and other conversion-inducing elements. If you target short-tail keywords, such as “buy,” “shop,” or “discount,” then it will help meet these users’ immediate demands.
The Contribution of Content and Keywords.
Creating the alignment of user intent and content and keywords is key. Focusing on quality, useful content that meets the user’s exact requirements gets better engagement and SEO. When you research and understand the purpose of the search query in detail, you can write content that not only ranks but that meets the needs of your customers.
And finally, user intent is the crux of SEO. In this way, by learning and delivering content according to the different types of user intent, companies will become more visible in search engines, be more satisfied with users, and ultimately convert more.
