What is Search Intent?
Search Intent is the reason why someone types a search query into a search engine. It’s the desired goal or result that the searcher hopes to achieve by typing in their query.
Search intent is the reason why someone performs a search. When we as searchers type something into a search engine, we’ve a goal in mind.
Search engines are getting smarter every day, but there’s still a gap between what people are searching for and what they’re finding. A gap that your content and mine should fill.
How search Intent is Classified?
Search Intent can be classified into four different categories: Navigational, Informational, Transactional, and Commercial Investigation. A big part of SEO is understanding what we call “search intent.”
If you can understand what type of search intent someone has when they perform a search, you can better match your content to their needs and improve your chances of ranking in the search results. Let’s take a look at each types of search intent and some examples to help you identify them.
-To learn something (Informational)
-To do something (Transactional)
-To go somewhere (Navigational)
-To buy something (Commercial Investigation)
📑 Informational Search Intent: People who use informational searches are looking to learn something. They want to find answers to their questions. This type of searcher is not necessarily looking to take action after their search. Examples of Informational Search Terms:
- How old is the universe?
- What are the symptoms of strep throat?
- Who was the first president of the Cyprus?
💬 Transactional Search Intent: People who use transactional searches are looking to do something. They want to complete a task or find information that will help them complete a task.
This type of searcher is usually further along in their buyer’s journey and closer to making a purchase. They may use transactional search terms more than once as they move through different stages of the buyer’s journey. Examples of Transactional Search Terms:
- Best restaurants in Cyprus
- How to make Muszaka
- Cyprus´s capital population
🎯 Navigational Search Intent: People who use navigational searches already have a specific site or brand in mind that they want to visit. These searchers know what they’re looking for and just need help finding it. They may visit the site multiple times using different navigational searches. Examples of Navigational Searches:
- Google Maps
💲 Commercial Investigation Search Intent: Commercial investigation searches are performed by people who are close to making a purchase but want more information before they pull the trigger. These searchers know what they need and are just trying to find the best option available to them. Examples of Commercial Investigation Searches:
- Nikon DSLR camera reviews
- Which hotel should I stay at in Paphos?
- Best beaches in Limassol
The Importance of Understanding Search Intents
Understanding what someone’s search intent is can be critical to optimising your website and content for better rankings. If you don’t understand the reason behind their query, then it might not make sense how Google ranks pages based on relevance — but understanding this stuff really matters!
The Search Intent Journey
Google has worked hard to better understand search intent and present searchers with the right content in their searches.
The aim of this article is help people understand how they can ensure that their own website or blog meets the needs for its target audience, which will then lead them into ranking higher on Google as well other engines like Bing after all!
We explore six different stages of user journeys that people may be on when searching for something online:
- general terms;
- more specific keyword phrases or questions
- the moment you’re finally ready make a purchase
- specific product information
- research topics
- buying decisions along these lines
How do you measure search intent?
First understand this, search intent is not a number or value to be measured. Though it’s an indicative of what people want: results that match their needs and desires — so we can assign some values for perceived importance on those aspects; but never as pure numbers because they’re too divorced from reality!
To really capture the direction certain keywords are going in requires razor sharp mind and trained skill.
For example, if I look for “Camera Nikon Z50 specs” the first thing my search is suggesting that maybe there’s something about this camera in particular you should cover.
So your content would be tailored to all specifications of it and anyone who has an interest or plan on purchasing one Nikon Z50 will find what they need from reading your post!
Learn To Identify Search Intent in Search Results
Identifying Search Intent can be difficult, but it is essential for SEOs because it helps them to understand what the searcher is looking for and how best to position their content in the search results. There are a few methods that can help.
First, try to think about what the searcher is looking to accomplish with their query. Are they looking for information, looking to buy a product, or looking for something else entirely?
Second, take a look at the searcher’s history. If they’ve been searching for similar terms in the past, that may give you a good indication of their intent.
Finally, consider the context of the search. Searching on a mobile device is often more casual than searching on a desktop computer, for example, which could affect the searcher’s intent.
By keeping these methods in mind, you can start to get a better understanding of search intent and deliver more relevant results to your users.
A General Misconception About Search Intent
Search Intent is often misunderstood or not given enough consideration by SEOs. When optimizing a website or creating content, it’s important to consider what the searcher is looking to accomplish with their query.
Failing to consider Search Intent can result in lower rankings, as well as wasted time and resources spent on optimizations or content that doesn’t align with what the searcher is actually looking for.
As Search Intent continues to evolve, it’s more important than ever for SEOs to stay up-to-date on the latest changes and ensure that their optimization efforts are aligned with what searchers are actually looking for.
How can you use the search intent to improve your ranking for a certain search term?
Search engines try to match the user’s search intent with the most relevant results. As a result, using search intent can be a powerful way to improve your ranking for a particular search term.
One way to leverage search intent is to use keyword research. Look at the different ways that people are searching for your topic, and then craft your content to match those queries.
For example, if you sell shoes, you might target queries such as “buy shoes online” or “shoe store near me.” By creating content that matches these queries, you can improve your chances of ranking prominently for them.
Another way to use search intent is through on-page optimization. This involves making sure that your website and individual pages are structured in a way that makes it clear what kind of information or product they offer.
For instance, if you have a page about dog collars, make sure that the title and various headers reflect that fact. And if you’re selling products, include plenty of high-quality photos and detailed descriptions.
You should be looking to improve your ranking for a particular search term, paying attention to search intent will be a smart strategy. By targeting the right keywords and optimizing your website accordingly.
There are a few things you can do to improve your ranking after you understand the search intent of a particular keyword:
- Perform periodical keyword researches to better your on-page optimisation.
- Make sure you have identified the search intent behind the keyword.
- Make sure that the main content of your website is relevant to this search intent and meets the user’s needs.
- Look for keywords that are relevant, authoritative and satisfying to users.
- Improve the internal linking structure of your website.
- Increase the authority and visibility of your website by creating content that entices authoritative websites to add a backlink to your website on their pages.
Users’ search intentions also vary by location, demographic characteristics and other related factors. For example, if you search for “digital marketing agencies near me”, you have a different intent than if you search for “digital marketing agencies”.
The Role of Google’s Artificial Intelligence and Search Intent
Searching the internet has become second nature for most of us. We turn to Google (or other search engines) multiple times a day, whether we’re looking for directions, the latest news or just trying to settle a bet. But have you ever stopped to think about how Google produces the results that it does?
A large part of it has to do with artificial intelligence (AI) and understanding what users are really looking for, which is known as “search intent.”
In the early days of search engines, they were much more limited in their ability to understand user intent. This made it difficult for users to find the information they were actually looking for. However, with the advent of AI, search engines have become much better at understanding search intent.
They can now take into account things like the user’s location, previous searches and even the time of day when determining what results to show. As a result, users are now more likely to find the information they’re looking for quickly and easily.
However, today’s searchers are much more savvy and they can quickly tell when a page is stuffed with keywords without providing any real value. As a result, Google is now giving preference to pages that provide relevant and useful information based on the user’s search intent. So if you’re looking to improve your SEO, make sure you’re taking search intent into account. (Not an option, it is mandatory)
The Search Engine Landscape of Today
Search engines are the doormen of the internet. They are the ones that help us find what we’re looking for – whether it be a website, an article, or a product.
In the early days of the internet, search engines were simple things. You would type in a keyword, and the search engine would show you a list of websites that contained that keyword. The results were often not very accurate, but they were good enough for most people.
As time went on, search engines got better at understanding language and started to return results based on what people were actually looking for – not just the keywords they used. This is called “search intent,” and it’s become one of the most important factors in SEO.
Today, there are two main types of search engines: generalists and specialists.
📌 Generalists are the big players like Google and Bing. Their algorithms are very complex, and they take a lot of different factors into account when determining which websites to show for a given query.
📌 Specialists are smaller players that focus on a specific niche – such as travel or shopping – and they often provide more relevant results than generalists for queries within their niche.
To perform well in Google searches, your content must be E-A-T, meaning it must be expert, authoritative and trustworthy, but most importantly, it must be relevant to the user’s intent.
This means you can not just upload any content and expect it to rank well. You need to focus on what users are searching for and create content around those topics.
Nowadays, it is more important to address the user’s intention and context with content that is supported by a website’s reputation and authorship with E-A-T.
7 Tips to identify types of search intent:
1) Google Analytics > Behaviour > All Pages:
This report is an important tool to understand your audience’s search intent. It shows you which pages your website visitors land on when they come from search results. This important report in GA should be used daily to understand your audience.
2) Spy on your competition:
There are many paid and free tools to help you do this, but my favourite is Google! Yes, Google is the best tool to find out what your competitors are doing on their websites. A quick way to spy on your competitors is to use the Google search operator “site:competitor.com”.
Using this operator in Google’s search bar will give you a list of your competitors’ pages indexed by Google. Simply sort the pages by the date they were last indexed so you can see what has changed on your competitor’s site.
3) Use Google’s Keyword Planner:
This is a great tool to find out the potential of your keywords and see how many people are searching for them.
4) Use Google’s Trends:
This tool allows you to see which topics are hot and which are not. This way you can find out how to create new content for a growing audience.
5) Social media:
Social media is an important tool in the marketer’s toolbox. They are a great way to interact with and get feedback from your audience.
6) Ask your audience:
This is one of the most effective ways to increase user engagement and improve your search engine ranking by focusing on content that interests your audience.
Another way to get information about user intentions is through surveys. You could create a short survey that your website visitors would be more likely to answer.
7) Google’s People also ask:
Google’s people also search for is a great way to get feedback from other related searches people are interested in your topic.
It is important that you determine the type of search your audience is performing before you publish content for search engines. You do not have to worry about Google’s algorithms or updates anymore, as long as your content provides the information users are looking for.
But do not forget to have a user-friendly, lightning-fast loading website.
You can learn more about how to optimize your website for search engines and increase traffic by reading this article: Content Writers – Be careful: how to protect yourself from writing forgettable and useless blogs.
Identify the questions and intent behind those searches
When you’re creating content for your website, it’s important to understand the questions and intent behind those searches. That’s what we call search intent at its best.
The “People also ask” box and related searches let you know what other keywords people might be searching for related to your keyword.
If you’re writing a blog post about “how to make hard-boiled eggs,” for example, and your keyword is “hard-boiled eggs,” then you’ll want to include in your article the following:
How to make hard-boiled eggs (instructions)
How long do you boil eggs? (how long?)
Can you eat raw eggs? (can I?)
What is the best way to boil eggs? (what’s the best?)
There are many other search intent questions you can answer in your content. As you write, keep an eye on these related searches and make sure you answer them.
Craft content that meets the needs of your audience
Google ranks content based on a combination of relevance and intent. For content to be relevant, it must also be contextual. What does this mean? It means that you need to create content that is relevant to the needs of your target audience.
This includes understanding what your target audience is looking for and providing them with the information they need in a way that is easy to find and consume.
Your Main Content must not only be relevant and have E-A-T, but also meet the user’s intent. What is he looking for? What does he want to achieve? Knowing the answer to these questions is critical to creating content that is preferred by Google.
Focus on targeting keywords that match the user’s search intent
Finding out what keywords users use when searching for information on your topic will give you a better idea of what they are hoping to find. By focusing on keywords that match user intent, you can create content that is both relevant and useful.
I hope I have covered this topic in enough detail that you now understand the secret source of article writing for search engine optimisation:
- Search intent
Do not think they are all one and the same, because they are not.
Monitor your search engine rankings and adjust your content as needed
One of the benefits of content marketing is that it offers the opportunity to break through the noise of competing content. To take full advantage of this, it is important that you monitor your search engine rankings for relevant terms/keywords and adjust your content as necessary.
Content marketing is a form of marketing where content is created to inform and educate potential customers with the aim of generating leads and closing sales. Often this content is created in the form of blog posts, e-books, infographics or videos.
Content is not the king anymore, the king now is relevancy
The most important ranking factor for Google is relevance, i.e. how well a piece of content answers the question that was entered into Google. This is why it is so important to monitor your search engine rankings because if you rank well for relevant terms, you know you are on the right track.
Content marketing is a very effective way to build links and authority naturally, which in turn has a positive impact on your rankings, depending on how well you implement it.
Want to increase your brand’s visibility and authority? Do not go crazy with buying links, writing guest posts and forum comments, read this: You are only wasting your time and money!
Take care of the users’ needs: does your content add value? Is it relevant? If not, you will not be able to rank as high in the search engines as you’d like, even if you have invested money and see an increase in visitors. Guess what: as fast as it comes, it goes. You can not trick the algorithms, so stop trying!!!
Look at the type of content that the user is looking for
When you’re trying to determine a user’s search intent, it’s important to look at the type of content that they are looking for. The SERP shows different types of content that people are searching for.
People who are searching for the word infographics want visuals. They want to see what they’re looking for.
People who are searching including the word reviews want information about something. They could be trying to find a review of a product or service.
People who are searching including the word coupons, want to save money. They could be looking for a coupon or trying to find out if a product is on sale.
Pay attention to the type of content suggested by google on SERPs related to a search query. If a query suggests an image, include an image in your content. If it suggests reviews or ratings, include them.
If you want to learn more about this topic check: The Learning Experience: Helping Your Audience Learn By Creating Content
See what kind of results the user is getting
As mentioned earlier, search engine results pages (SERPs) present the user with a list of results that are most relevant to their search query. This is a very important concept in search engine optimisation as it directly relates to how you present your website and content to the search engines.
You need to pay close attention to what results users get when they search for related terms. The best way to do this is to use Google.
For example, if someone searches for “cool websites”, you want your website to appear as the first result. If it does not, users will go elsewhere.
You can have a fantastic website and all the information someone is looking for, but if it is not the first result of a SERP, you will lose visitors.
With these simple steps you can find out what results the user is getting:
- 1. Go to Google and search for the relevant keyword or phrase.
- 2. Look at the first 5-10 results and pay attention to the type of layout and the predominant type of content on these pages. (Video, images, diagrams, etc.)
- 3. Make sure that your competing page offers better and more content than this one.
- 4. Repeat this on all your most important pages.
Look at your 404-page hits
This is an important issue, but one that is often ignored. Because when someone searches your website for something you do not have, they end up on your 404 page. You need to monitor and fix this as well.
This is where your 404 page comes into play. You need a good and informative 404 page that leads the user to what they are looking for, or at least to some other great content that is useful to them. And if what they are looking for is a trend, then you need to create a page that focuses on that trending topic.
Identifying High-Intent Keywords
Now you know what search intent is and what it can do for you. But how can you identify keywords with high search intent?
High search intent keywords mean that searchers have a firm intention to make a transaction, buy something, inquire about services or take some other type of action that is highly likely to result in a sale.
When identifying search terms with high intent, there are a few things you should look out for.
The first is that the search term must be trending. If it is not, you will have a hard time ranking for the keyword and getting traffic.
The second thing you need to pay attention to is the number of searches that are done for a particular keyword. When you create content for a particular keyword, you need to know how popular it is and whether it is
How can I identify keywords with high intent?
The best way to identify high-intent keywords is using the WordStream Keyword Research Tool. With this tool, you can enter a keyword and see how likely it is that the searcher will make a transaction, buy something, inquire about services or take some other desired action.
Keywords with high search intent can be navigational (someone is looking for information about a specific website) or informative (someone is looking for information in general).
Keywords with commercial intent are the most promising and signal the highest likelihood of conversion. They are the terms that businesses should focus on when optimising their website for search engine results pages (SERP). Someone searching for information or a specific website is unlikely to make a purchase; their commercial intent is significantly lower.
However, if you target people who are willing to buy, i.e. search terms with high purchase intent, you have a much greater chance of being successful with your marketing efforts.
High Intent versus Low Intent Keywords
High-intent keywords are those that are likely to offer conversion opportunities to prospective customers. They are used when someone is ready to buy and has identified what they want. High-intent keywords are those that are rarely used without commercial intent.
Low-intent keywords are those which would typically be used for informational purposes and are not accompanied by any commercial intent. They may indicate that the searcher is in the early stages of the buying process, or is just exploring their options.
Understanding these differences is essential to effective content creation.
In short, the main difference between the two is that high-intent keywords are used when someone has already decided what they want, and low-intent keywords are used for general information-gathering.
Advantages of Optimizing for High-Intent Keywords
Marketers targeting qualified traffic are likely to get more targeted results. Not taking search intent into account means that the daily budgets set by advertisers are likely to be exhausted much more quickly than if they only target visitors with high commercial intent.
Many advertisers mistakenly believe that visibility is more important than attracting qualified traffic and therefore make mistakes in narrowing down advertising campaigns that lead to poor results, for example by being too broad.
Keywords that indicate high commercial intent are more likely to lead to conversion. The lack of conversions for low intent keywords leads to wasted spending on visitors who do not convert.
Both Google AdWords and Bing Ads offer a variety of ad formats that are best suited for keywords with high commercial intent. On these platforms, you will find cost-effective keywords with high click-through rates, conversion rates and a low percentage of wasted spending.
The most successful ads are those with a high commercial intent!
Optimize your content for each type of search intent
When creating content, it is important that you tailor your title and URL to each type of search intent. This will help you rank better on search engine results pages (SERPs) and increase your click-through rate (CTR) and conversion rate.
To optimise your content for each type of search intent, you need to understand how the search engines work. The title and URL are two of the most important factors that influence your ranking in the SERPs.
You should also focus on formatting your content using heading tags (H1, H2, etc.) so that the search engines’ meta tags understand the hierarchy of your content.
What is the real use of subheadings?
Sub-headings are used to divide the text into sections and help the search engine understand what is important on the page. The H1 tag is normally used as the title tag in WordPress.
Therefore, it is important that you use keywords that users are likely to use in their search queries. For search queries with navigational intent, you should use the brand name in the title and for search queries with informational intent, you should use keywords in the title.
The meta description is also important to optimise your content for search. You should include keywords in the description that are relevant to your product or service.
“According to Google’s blog, there’s no limit on how long a meta description can be”
However, it is advisable to limit the meta description to 160 characters and keep it topic-related and short.
Check your results and improve your content
When optimising your pages, new or old, you need to keep the change in performance in mind. If you use keyword research tools, it can be tedious to manually check the search intent for each keyword.
But there is a solution. You can use Google Analytics and Search Console to monitor the result of your optimisation and decide if there is room for improvement.
Search Console provides you with a list of search terms that users used to find your website, and Google Analytics shows you the search performance data for each page.
Search intent is an important metric for SEO. It shows you how people search for your website and can help you understand which keywords to focus on.
To make the most of this data, you need to list your pages, rank them by search intent and then analyse them.
Steps to select the keywords you need to focus on:
Step 1 – List your best-performing pages by search intent:
It is important that all your pages are topic-oriented, not keyword-oriented because it is the topic that generates high-ranking keywords.
Step 2 – Check the conversion rates of your best-performing pages:
You can see which of your pages are relevant to each search query and how much profit they mean for your business.
Step 3 – Identify the pages whose conversion rates you need to increase:
Not all pages that perform well in search results are also good for your business’s profitability.
Step 4 – Optimise for the target audience’s search intent.
What are the benefits of optimising your content for search intent?
Tailoring your content to the right interest group will help you rank higher in search engine results pages (SERPs) and increase traffic to your site.
There are many benefits to taking into account a user’s search intent – from improved organic traffic to better UX and matching queries accurately. If you’re not already doing so, then it’s time to start incorporating it into your SEO strategy!
10 Benefits of optimising your main content for search intent:
- Targeted traffic: Optimizing your content for search intent enables you to target more relevant groups of people with your business message, and in turn, attract a larger number of potential customers.
- Higher rankings: Optimizing your content for search intent will help you rank higher in SERPs, which can drive more traffic to your site.
- Improved conversion rates: Search results that are more relevant to the searcher’s needs will help you improve your conversion rates.
- Relevance: Optimizing your content for search intent is a proven way to get better results from your search engine optimization (SEO) efforts.
- Improve user experience: Optimizing your content for search intent is a proven way to provide a better user experience.
- Better brand visibility: Optimizing your content for search intent will help your brand exposure.
- Improved customer service: Optimizing your content for search intent is a proven way to improve customer service and satisfaction.
- Increased sales: Optimizing your content for search intent will help increase sales.
- Better customer retention: Optimizing your content for search intent will help improve customer retention rates.
- Increased market share: Optimizing your content for search intent is a proven way to increase market share.
Why is search intent important for SEO
If you’re running an online business, then you know that search engine optimization (SEO) is important. But what many people don’t realize is that understanding search intent is just as important – if not more so.
When someone conducts a search query, they use long-tail keywords. Google has to figure out what exactly the searcher needs in order to provide them with the best results possible. And this is where understanding search intent comes in handy.
By analyzing what someone is searching for, you can get an idea of their intent – what they’re looking for specifically. This information can then be used to create content that is relevant and targeted toward their needs.
And when it comes down to it, that’s really what SEO is all about – creating content that meets the needs of your audience so that traffic has better chances of converting.
Keywords are still important, but questions are now a top search type
It’s no secret that keyword research is still an important part of SEO. However, the way people search has changed over the years, and question-based searches are now a top type of search. In other words, people are more likely to enter a question into a search engine than they are to enter a specific keyword.
This shift in how people search means that businesses need to focus on creating content that answers common questions related to their industry or product. This content can be used to attract organic traffic, as well as to attract potential customers who are using Google to research a purchase they’re about to make.
Since questions are such an important part of a search, it’s essential that businesses have a solid strategy for answering them. This might include creating a blog, compiling FAQs, or even developing customer support content that addresses common questions.
Content needs to be results-oriented rather than keyword-focused
When writing content, it’s important to keep in mind that it should be results-oriented rather than keyword-focused. This means that the focus should be on what the user wants, not on what you want them to find.
There are a few key aspects to consider when creating content for your website:
The title of the article, URL, and meta description are all important aspects in achieving search intent from specific search engines.
Headings are also used by search engines to determine a document’s relevance to a particular topic or keyword phrase.
Headings help break text into chunks, making it easier to read and easier for search engines to understand the hierarchy of the content.
Can Search Intent Help You Write Better Content?
Yes, fortunately, understanding search intent can help you write better content, and that’s where you need tools like SpyFu. They offer a wealth of data that can help you understand what people are looking for and how they’re searching for it.
For example, let’s take a look at the keyword “SEO.” This is a term that is often used in marketing and advertising,
But what does it actually mean?
The search intent behind this keyword could be considered “informational.” People who are searching for this term want to learn more about SEO and how they can use it to improve their websites.
If the intent doesn’t match, then you might need to find another keyword to use going forward. For instance, the keyword “SEO services” has a very different intent than “SEO.” The former is geared toward businesses that want to outsource their SEO work, while the latter is aimed at people who want to learn more about the subject.
Keywords are the best way to identify what people are looking for. When you understand the search intent behind a given query, it’s easy to create an article that is relevant to a real-world need.
Finding the most common questions people ask about a given topic
My favourite tool for this is Answer to the Public. The tool helps us to identify the questions people are searching for online, to find out what they want. You will find different ways of filtering the questions and the results.
You can choose the country and language, or even ask only questions that have a number of words in them (which is great if you want to find what people are looking for when they have a specific problem).
The tool gives us the questions in an easy-to-read format, with different colours and icons that help you identify what kind of question it is. It also shows how many people are searching for those questions.
And if you click on the question itself, it takes you to a page where you can find out more about that specific question. This is really useful because it gives you a lot of information about what people are looking for, and it also shows you the most common answers to that question.
This tool is a really good starting point for finding out what people are looking for.
My SEO Secret Weapon: Combining Search Intent, Page speed and E-T-A.
There are many factors to consider when it comes to SEO, and I’ve found that combining search intent with Page Speed and E-T-A is a powerful combination.
When you understand what users are trying to achieve when they’re searching for a specific term, you can create content that meets their needs. And if your pages load quickly and offer a great user experience, you’ll be more likely to rank high in the search engines.
It’s important to note that my views are entirely out of my own SEO laboratory. There are no guarantees in SEO, but these three factors have helped me achieve some great results.
Ignoring one of these factors can have a negative impact on your search engine ranking.
If you want to rank well in the search engines, you need to make sure your content meets the intent of a search, your page loads fast and your site and authors have E-A-T.
This is why having a search engine optimization expert on the marketing team is so important for any website owner. You need to make sure your site is search engine friendly or you can kiss those rankings goodbye.
The everyday growing online competitiveness
The Web is a crowded place and it’s getting more competitive every day. The only way to stand out in the crowd is to have a website that meets the needs of your visitors.
This means you need to make sure your content answers their questions, it’s presented in a way that makes them want to read more, and the main content can be trusted.
It also means you need to make sure your site loads fast and is easy to navigate. If it takes too long for your page to load, or if people get lost on your site, they’ll go somewhere else to find what they want.
And if your site isn’t trustworthy, people won’t come back again either.
The good news is that you can use search engine optimization (SEO) to make sure your site meets all of these needs.
We can help you make sure that your content is presented in a way that answers the questions people search for on Google.
Investigating your site’s chances of ranking
One of the most important factors in assessing how difficult it will be to rank for a search term is to find out where your web page stands in relation to answering the search intent. If you are trying to rank for a search term that does not match what people are actually searching for, you are going to have a hard time.
This is because Google is getting better at deciphering search intent. Websites that try to trick the system by stuffing the results pages with irrelevant content will no longer be so easily rewarded.
However, it’s easy to understand the context and how better keyword targeting can improve your ranking. When you understand what people are searching for, you can focus on creating content that is highly relevant to their needs and interests.
And when you do that, you not only improve your chances of ranking well but also provide added value to your visitors.
The dependency between a search query and a search intent
Search intent depends on the search query and what stage of the buying cycle a person is at. For example, if someone searches for “buy running shoes”, that person is in the early stage of the buying cycle.
If someone searches for “best running shoes”, they are in a later stage and may already be ready to buy something – in other words, how well your content matches what people are looking for.
Google values websites that have relevant content for multiple purposes. You can achieve this by linking to these articles and creating other valuable content on topics your brand is already well versed in.
Relevance is the most important thing you need to consider when creating content, but it’s not the only thing. Quality and E-A-T must be a priority so that the content adds value to users and search engines rank your page higher.
Search Intent Summary
As you can see, search engines are extremely sophisticated and able to interpret search queries to decide what the intent is. They have evolved over time to meet the needs of users. Therefore, it is important that you figure out what kind of search intent you want to fulfil with your content.
The title and summary will help you determine the type of search intent you want your content to target. Use the language and terminology of the target audience so they feel their question has been answered.
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