Every search you conduct, no matter how trivial it may seem, carries a purpose. Many people would say no sometimes; we perform searches casually, and there is no strong reason behind it. The thing is that by motivation, we are not saying that you are going to be determined or a strong goal will be there.
While performing a search, you are in quest of something. Whether you want to achieve something or find or learn, it can be anything. The purpose you have in mind while typing a query in a search engine is the search intent. The reason why you are performing a search is known as the search intent.
Types of Search Intent
Informational Search Intent
When you search for knowledge, you can call your search intent an informational one! It can be anything. Even if you are looking for someone's birth date, you are looking for information related to them; hence, you are performing an informational search intent. Usually, in this type of intent, users look for answers to their questions, explanations, or solutions to their problems. Another search query that can fall in this category is "best smartphones of 2023," as you are looking for information here.
Navigational Search Intent
Navigational search intent is when you know the destination but not the path. It means you have a certain platform or site in your mind where you want to go but don't know how. This calls for a search with the intent to find directions, i.e., official websites. Users perform this search to seek easy navigation and avoid visiting unauthorized websites. Searches like "YouTube", "Fiverr", etc. come under this category where users want easy access to specific platforms and therefore are looking for their official websites.
Transactional Search Intent
Another common search intent is transactional. This search reflects users' intention to perform an online transaction or a certain action. Signing up for a service, subscribing to a newsletter, engaging in online activity, or making online purchases all come under transactional searches.
For example, a search query, "best laptop deals", indicates that you are looking for best buying deals for laptops, and on finding a suitable one, you might even make a purchase. So here, the primary intent is not to seek information but to make a purchase based on that particular information, thus a transactional search intent!
How do Search Engines Understand Search Intent?
Algorithms
It is not possible for a human to sit behind the computer screens 24/7 and then go through thousands of websites and present relevant results to your search query! It's not an appropriate way of doing things at all. Thus, we have established methods for answering queries. In other words, we have created numerous algorithms that would work for us.
Search engines utilize these algorithms to interpret your search intent and thus present you with relevant results. If you are thinking about how these algorithms work, they consider various factors, such as keywords, content, website credibility, etc., to present you with the most suitable results.
Natural Language Processing
Those with a tech background would be very well aware of this technology. Still, for those who are not, Natural Language Processing is the technology that enables computers to comprehend and interpret human language. They do so by analyzing the sentence's structure, semantics, words, and many other parts. Search engines, too, use this technology to derive the intent behind search queries. Search engines now provide more accurate results by understanding the context and intent of the search query through NLP.
User Behavior Analysis
Whatever you do, search engines make notes of it! The web pages you visit, the amount of time you have spent there, and your activities, search engines keep a record of everything. The intention is not wrong here; do not take it the other way. They do this to analyze the data and then make more data-driven approaches to ensure better alignment of results with users' needs. All your web activity helps search engines identify what satisfies your search intent, and later, they use these insights to provide you with relevant results.
Importance of Aligning Content with Search Intent
Enhances User Experience
There is no better feeling than getting what you wanted on the first attempt! Imagine a user getting the desired results without changing their search query repeatedly, scrolling through many websites, or going down the search results. Don't you think that would be the best experience they can get?
However, this user experience enhancement will only occur when the website owners align their content with search intent. If they can tailor their content in such a way, it will take the user experience to the next level, and it should be done.
Increases Website Traffic
As discussed in the previous section, aligning content with search intent enhances the user experience. Due to this, you can expect users to revisit your website as, on the first attempt, they have got what they wanted. So, the better your content will be, the better the user experience and the website traffic.
Another thing that increases the website traffic is the search engine. The search engine tries to give users what they are looking for. That is their only motto. So, whichever website aligns its content perfectly with the search intent will be ranked on the search engine results page (SERP). Therefore, if you do the same, you will not only get the old visitors but will also be able to target new users.
Improves Conversion Rates
While discussing transactional search content, we said the user might make a transaction when the intent and appropriate information is there. You don't have to worry about the intent that's not in your control. It depends upon the user. But the content is in your hands. If you can give them the appropriate information and the intent is there, you can convert the visitors into your clients. So, you have to align your content with search intent.
How to Align Content Based on Search Intent?
Use Long-tail Keywords
2-3 words cannot describe your intent correctly. It's very difficult. The query should be long enough for the search engine to provide relevant results. These long search queries are what we call long-tail keywords! If you want to align your content with search intent, the best way is to use long-tail keywords.
For example, instead of targeting the keyword "smartphone", you can go for the "smartphones under 1k" kind of query as it describes the search intent more accurately. This optimized content will rank your website higher on the search engine results page, increasing your website traffic.
Creating Specific and Detailed Content
There are mainly two types of content: generic and specific! For generic content, you pick a topic and cover almost everything related. While in a specific one, you pick one of those related topics and cover it in detail. Usually, the search intents revolve around this specific and detailed content. But this type of content requires some extra work.
The reason is that you are covering a single topic in detail. Due to this, many website owners refrain from crafting such content, which should not be done at all. So make sure you don't do the same. Create generic as well as specific content. For example, if you are writing about "Best tourist spots", you can also craft content about a particular spot. The hard work is there, but so are the results.
Optimizing Meta Tags and Descriptions
Meta tags and descriptions are the content that appears on the search engine results page. This means that users can see them without even visiting your website. Users may visit your website if the meta tag and descriptions are compelling enough. Now, your responsibility is to make it possible by creating an engaging and well-optimized one that previews what users can expect, enticing them to explore the content further.
Conclusion
In conclusion, understanding search intent is crucial in search engine optimization. It refers to the underlying motivation that drives individuals to perform online searches. Different types of search intent include informational, navigational, or transactional. Recognizing and understanding these types is vital for effectively serving online users' needs and optimizing search engine content. It ultimately provides a more satisfying user experience.
