What is research intent
The objective of your site is to sell products, make contacts, or attract regular traffic. For this to work, it is important to understand what research intent is. When you type keywords in your search bar on the internet it is to hope to find something: whether it is an answer to a question, to find information about a product, a brand or a company or simply to make a purchase. Here are some pointers on what research intent is and how you can master its specifics.
Know your query
It is possible to group search intent into 4 search typologies to refine the wide variety of queries on search engines:
- Informational search: The user is looking for information, his intention is to learn something.
- Navigational search: The user searches for a particular website or online platform. These types of queries often include brand names because the user already knows the page they are looking for
- Transactional search – The user intends to buy something. It is also known as commercial intent
- Commercial Search – The user is looking for information about a specific product or service. They intend to learn more about something before making a purchase decision.
Think like a user
Understanding users’ search intent will allow you to create and share relevant content. Since SEO links Internet users and your website via queries typed on Google, you will understand that search intents are essential. They allow you to find relevant keywords to put forward on your website.
Be specific
If a user performs a search but doesn’t click on any of the results, and then performs a new search, then Google understands that the search intent is not being met. In the same way, it will be able to judge the relevance of your page to a query if your page generates clicks on the results pages. It is therefore important not to try at all costs to position yourself on all possible queries for a given keyword, but to target a specific search intention, in order to reduce the risks that a page sends too many bad signals to Google.
When understanding research intent, we learn that keywords are essential. Engine algorithms have adapted to provide users with consistent matching results. So, your content strategy must consider these developments.