Search intent is indeed a compass for content optimization in order to increase the visibility of a website. It is therefore essential to determine the intention hidden behind the keywords in order to produce quality and relevant content for your targets.
In this post, we will discover what search intent is and above all how to use it to improve your notoriety and your visibility.
What is search intent?
L’research intent is the ultimate reason for which an Internet user types a specific keyword in a search engine.
The search engine’s algorithms then use the entered keyword as an index to try to understand what the user is really looking for and offer it to him. To do this, they study the possible answers and present them on the result pages (SERP) according to relevance.
Indeed, an Internet user who uses a keyword on a search engine can have different intentions:
- find a specific website,
- find an answer to a question,
- buy a product, etc.
In addition therefore toidentify keywords to rank for, it’s important to determine the search intent you need to optimize your content for.
The different categories of search intent
Search intents can be grouped into four categories:
1. The informational request
The Internet user formulates a question to find a clear, precise and relevant answer. It is open to any additional contributions.
2. The navigational query
The Internet user knows precisely the page or the site that he wishes to visit. He therefore enters the name of a site, a brand or a company in the hope of finding the page that contains the information sought.
3. The commercial request
The Internet user is looking for additional information on a specific subject in order to make the decision to take action or not.
4. The transactional request
The user has already made the decision and now wants to take action.
He therefore enters words that indicate that the time for reflection has passed and that it is time to carry out the action: purchase of a product, request for a quote, reservation of a car, etc.
How to detect the user’s search intent?
Identifying search intent will help you understand user expectations in order to provide answers.
But the keyword taken alone can quickly mislead. This is why it is essential toreview the SERP to better understand the real intention of the Internet user. The results that appear on the first page of the SERPs correspond to the sites and types of content that best meet the search intent of Internet users.
Let’s take a simple example. If you enter the keyword “wooden furniture” in Google, you find a image block in first position. This is proof that many Internet users are attracted by images. You will therefore have to optimize your SEO for Google Image.
Then comes a Google Maps map and then a list of sites offering answers to the request made. You will need to analyze the content of these sites to determine the intent or the intentions of Internet users.
How to use search intent to increase your visibility?
After identifying the intent behind the user’s request, you need to leverage it to boost website visibility.
However, producing content to meet a specific search intent is not a simple thing. This requires the implementation of a series of actions, namely:
Produce varied content
The diversity of content is one of the best ways to increase your chances of meeting the search intent of Internet users.
So you can use blog posts, tutorial videos, and infographics on your site. This way, you increase the chances of attracting more Internet users who would be interested in different types of content on your site.
Use a rich semantic field
As we have seen previously, Google analyzes the content of websites in order to classify them in order of relevance.
In addition to your main keywordso you have to use secondary keywords related to targeted search intent. This is about creating a rich semantic cocoon.
By extension, it would also be interesting to optimize your site for voice search. This inevitably involves the use of long tail keywords. The objective is to provide enough information to Google so that it makes the link between your content and the request of the Internet user.
The more your content will be deemed relevant to the query formulated, the better your site will be positioned on the search result pages. Therefore, your site will be more visible.
Produce quality content
The quality of the content is also of great importance here.
Indeed, Google’s objective is to provide relevant and quality answers to the requests of its users. He therefore favors quality over form and substance.
This rule is valid regardless of the type of content offered.
As a reminder, quality content for search engines is well-structured, well-organized content that respects SEO rules.
Why is search intent important?
Knowing the reason behind a request is useful for precisely meeting the needs of your customers and prospects.
In addition, Google will understand the relevance of your content and position your pages in the first results displayed.
This helps increase your site’s visibility, traffic, and conversion rate.
In addition, responding to user intent helps to develop your notoriety and your brand image and stimulate the engagement of your visitors.
What means can be used to identify search intent?
You can analyze the displayed results on the first page of search results to discover users’ search intent.
You can also use an SEO tool and make a keyword research. It will then suffice to analyze the keywords obtained to choose those that best meet the search intent.
How to use search intent to boost rankings in Google?
First, you must produce quality and diversified content to meet the search intent of Internet users.
You must also use the SEO techniques (internal linking, netlinking, local referencing, loading speed, etc.) to optimize the performance of your website.