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How to Use Search Intent to Guide Your SEO Strategy

How to Use Search Intent to Guide Your SEO Strategy

There is no denying that SEO plays a huge part in achieving success in the digital arena. An SEO strategy is gameplay that builds your brand’s reputation and increases the online visibility of your business step by step. This makes the results of such a long-term strategy more durable and sturdier.

One of the most important features of SEO is the keywords. Although you might have given keyword optimization some thought, it will neither attract the right audience nor increase your ranking if the terms you use are not relevant to your website’s visitors. This is why you should consider adding search intent to the mix. Let’s start with explaining the term and then see how it can fit into an SEO strategy.

Defining Search Intent

To put it in the simplest terms, search intent is the reason somebody searched for something online. For instance, while typing “best burgers” into the search bar, one person intended to find a recipe for the best burgers, while another was looking for a restaurant that the sells best burgers.

While this choice of words is a bit general, there are other words that reveal the intention of the person who typed it in, which is something that you need to use to your advantage by incorporating it to your SEO strategy. By doing this, you would offer the audience exactly what they wanted to find, and have a peace of mind when it comes to attracting the right audience. This will consequently decrease your bounce rate and lead to more conversions. There are four types of search intent and here are some tips on how each of them can be approached, depending on your business niche and goals.

Transactional Intent and Facilitating Purchases

People with a transactional intent have a particular activity in mind, such as purchasing a product or a service or signing up for a newsletter. They know what they are looking for and the words they use in a search session are concrete and specific, in the sense that they usually know the exact name of the product and they now want to purchase it online.

In this case, your website designer should keep the design simple, while product images are clear. The product’s name should be visible in the title, and you should carefully consider the amount of information you include on product pages because too much scrolling can put the website visitors off. Also, place the text in the form of bullet points and lists, so that they are easily understandable while placing a CTA button in plain sight could also be helpful. All of these things help driven customers find the product they are looking for faster, and consequently increases the likelihood of making a sale.

Commercial Intent and Motivating Conversion

Searches that fall into this category are those made by individuals who know the product or service they want to purchase, but they still are not sure where to buy it from. If you are a locally oriented business, such as a Thai restaurant in Melbourne or some other city, you can utilize a geo-focused SEO strategy.

So, when searchers type in “best Thai food Melbourne”, you would want your restaurant’s website to rank among the first on that list of results. To achieve this, you need detailed service descriptions on your website and useful advice in the form of blog posts which can be implemented through an efficient SEO strategy. If you’re running a local restaurant in Melbourne, consider working with OMG digital marketing company from Melbourne. Using a local agency will help you dominate local rankings by correctly reading the audience’s intent and optimizing your website based on it.

Informational Intent and Offering Solutions

Informational intent, as the name suggests, is when people search for solutions or answers to something that interests them. For instance, parents might type in “how to make Christmas decorations” to find some interesting tutorials they can try out with their children. You will easily recognize these intents by words such as “how”, “who”, “what”, “tutorial”, or “guide”.

For starters, when optimizing your website, make sure you place that question in a visible position, such as in URLs, page titles, descriptions, headings, and subheadings. Also, placing the answer in the first sentence is a clear signal to the searcher and Google that you offer an adequate solution. When it is suitable, you should consider step-by-step guides and informative blog posts, but above these, how-to videos should take precedence because they are easily digested and understood.

Navigational Intent and Expediting the Search

People with navigational intent simply want to get to a specific page so their choice of words is most often the name of the brand. If they are looking for your website, your prospective customers would already know your brand’s name. In this case, it goes without saying that the brand’s name needs to be included in the page title and subheadings.

Also, your product landing pages, as well as the homepage, should contain details about your company and what you offer. In addition to that, you need to manage the copy on these pages because reduce your bounce rate.

Final Thoughts

Understanding your audience’s search intent can be of great help when optimizing your website. If you provide people with exactly with what they want, you can expect an increase in sales.


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by Elaine Bennett // Elaine Bennett is a digital marketing specialist focused on helping startups and small businesses grow. Besides that, she's a regular contributor for Bizzmark Blog and writes hands-on articles about business and marketing, as it allows her to reach even more people and help them on their business journey.

Opinions expressed by contributors are their own.