User intent is the purpose a searcher seeks to achieve by typing their query into a search engine. As you might expect, this plays an important role in search engine optimization and ranking because search engines recognize what that user wants and display web pages most relevant to their query.
Top-performing companies strive to give their customers exactly what they want, which is commonly referred to as customer-centrism. By understanding the user’s intent and crafting content that meets their requirements, you can increase the likelihood that visitors convert into paying customers.
Search engines have moved away from keyword-heavy approaches in favor of semantic search, which relies on user intent rather than technical factors like keyword density or backlinks. Therefore, the more you focus on fulfilling your users’ needs, the stronger your SEO strategy will be as Google will reward you for doing so.
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When crafting content for your site, there are four primary types of user intent to consider: explicit, informational, navigational and commercial. Explicit intent is the simplest to meet; whereas informational and commercial queries may require more research to fully comprehend.
Expressed Intent
Expressed intent is the easiest type of requirement to fulfill, since users are extremely specific about what they wish to achieve. Examples include phrases such as “buy tickets for training your dragon 3” or “purchase Japanese koi near me.”
Informational Intent
Conversely, searches with informational intent tend to be more vague and harder to fulfill. They typically include words such as who, what, where and how.
Determining whether a keyword is informational can be challenging, and Google may struggle to accurately interpret user intent.
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These are known as ambiguous queries and they can be challenging to rank for. Furthermore, if you don’t understand what people are searching for, it could be challenging to target your efforts accordingly.
You could alternatively ask your target audience questions to gain a better understanding of their needs and interests. You can do this using Google Surveys or by directly asking them questions on your website.
To accurately pinpoint your target audience’s needs and desires, conduct your own research. This can help you decide which topics and keywords need to be addressed in order to cater to their requirements.
If you’re having difficulty selecting keywords to target, consider targeting long-tail searches that are more specific. These topics tend to have lower search volume but are more relevant and tailored towards the right segment of customers; this could potentially increase conversion rates.
Another essential factor when optimizing content for searchers is their location. Generally, the closer a searcher is to an item or business, the higher its likelihood of appearing in results. That’s why it’s crucial to optimize content based on user intent and what they hope to accomplish with their search.
