What is a search intent and how to define it?

Search query intent

Continuing the series of our articles, I really want to consider the topic of search intent and determine the degree of its importance within the framework of modern realities.

So let's get started, what is search intent?

Search query intent is the user's intention to find or find out something when he enters a search query into Google or Yandex. In other words, it is simply the reason why the user is searching. This could be a desire to learn more about a specific topic, find a specific site, make a purchase, or something else.

By understanding the search intent behind a specific query, we can create content that better meets the user's needs and increases our chances of ranking higher in search results. Despite the rapid development of technology, search engines have not yet learned to read our thoughts (there is still something to strive for =)), but at the same time, over the years of work they have accumulated gigantic statistical data.

If you are logged in to Yandex, the system will create your portrait, take into account your interests and, based on them, generate search results.
As for new or unauthorized users, where there is not yet such a volume of collected data, here search engines rely, again, on their statistics and give maximum places in the top 10 results to the most frequent and, as a result, the most likely intent of a given cluster.

The importance of intent for search engine promotion

It is a mistake to think that only business is interested in understanding and satisfying customer needs. Search engines, in turn, want their results to contain not simple useful sites (there is no question of useless ones), but precisely those that meet current queries. For example, it is no longer enough for them to receive the notorious query “plastic windows”. Now they look for and find patterns between the words and word forms included in the phrase, plus they work with synonymization. It is important for them to understand what the user wants: just to understand what kind of windows these are (yes, in the 21st century), or to find out who sells them in his region. Or this insidious user (unexpected) is an SEO specialist studying search results for a client. Everyone will find something for themselves if the PS worked out the intent correctly and there were sites that satisfy it.

Why is it necessary to repeat the questions asked?

It’s just that the degree of relevance of a particular web page to the user’s needs (not just key phrases, but true intentions) directly affects its ranking in search engines. The latter pay attention to CTR, the length of time the user spends on the landing page and other pages of the site, comments if the page is a blog article, and other behavioral factors.

There is one big "BUT"

Even if you managed to achieve high indicators for the parameters described above, but the text and graphic content on the site leaves much to be desired (lengthy fabrications, long introductory parts, poor quality pictures), the page can quickly disappear from the radar of the top 10 search results.

Let’s summarize: in SEO, it’s time to leave the paradigm of simply scattering key phrases throughout the text and move on to learning to understand the intent of search queries. And based on this understanding, prepare content - set tasks for copywriters, web designers, and sometimes developers.

Types of intents:

All user needs can be reduced to three questions:

• what it is?
• where is it?
• How can I do it?

Based on this, search queries are grouped:

1. Information requests.
   The largest group. Users are looking for information on a specific topic, learning something about products - goods and services. Businesses launch content marketing because they want to provide users with useful and expert information and gain their trust in order to sell later.
   Examples of information requests: “which model of vacuum cleaner to choose?”, “how to remove stains at home?”, “why does a bear hibernate in winter?”
2. Navigation requests.
   A similar group of queries is entered when they want to find out about a certain resource, manufacturer, or brand. In other words, the user may not need products in general; he is interested in products from a specific company.
   Examples of navigation queries: “Mercedes showroom in Moscow”, “Vkontakte”, “Panasonic air conditioners”.
3. Commercial (transactional) requests.
   Such requests reflect the users’ intentions to perform a target action - buy, order, leave a review or comment, etc. For a site engaged in sales (for example, online stores and marketplaces), commercial requests are critically important, because they are the ones that can attract a loyal audience , which is able to purchase the product offered.
   Examples of commercial requests: “IPhone 15 price”, “buy stels bike”, “order rolls in Kirov”.

How to determine search intent

•  Keyword Analysis – By analyzing the keywords that are used in a particular query, you can better understand the search intent behind it. For example, if the keyword is related to a transactional search, you know the user is likely looking to make a purchase.
• Search results analysis - look at the top pages for a specific query and try to determine what they have in common. This can give you an idea of ​​what search engines consider relevant for a given query, and therefore what the search intent behind that query is.
• Understanding the Search User Journey - Consider the path a user takes from start to finish. What information do they need and what steps should they take to get it? By understanding the user journey, you can create content that better matches their search intent.

Optimizing content for search intent

Once you have a clear understanding of the different types of search intent, it's time to optimize your content for each type. The main criterion for making a decision on the quality and compliance of the content with the website page is the behavioral factor of the audience. High-quality content should fully and concisely meet the needs of the target audience. That is, if the PS notes that the depth of page viewing and the time spent on the site by users is sufficient, then the posted content corresponds to the visitor’s search intent. And this, in turn, has a positive effect on the ranking of your site from the PS.

Here's what you need to do to do this:

Information intent

To search with informational intent, it is important to provide comprehensive, informative, and well-researched content. Be sure to answer the user's questions in detail and provide relevant resources for further reading. Use headings, subheadings, bullet points, and other formatting techniques to make your content easily digestible.

For example, if a user searches for “best coffee shops in Rostov,” he is most likely looking for informational content that contains a list of the best coffee shops in Rostov. Your content should contain a complete list of coffee shops, including their location, specialty, and customer reviews.

Navigation intent

For navigational purposes, it is important to have a clear and well-organized site structure. Make sure your site is easy to navigate and that users can easily find the information they need. Use descriptive and keyword-rich URLs, meta descriptions, and page titles.

For example, if a user searches for “Gostselmash website,” he is most likely looking for a specific site. Your site should be easily recognizable and accessible in search results. Be sure to use a clear and descriptive site name and URL, such as https://gostselmash. ru/.

Transactional intent

For transactional intent, it is important to provide a clear call to action and make the purchasing process as simple and hassle-free as possible. Use high-quality images, product descriptions, and customer reviews to help the user make an informed decision.

For example, if a user searches for “buy Nike sneakers,” they are most likely looking to make a purchase. Your site should have a clear and prominent “Buy” button, and the purchasing process should be simple and straightforward. Be sure to provide detailed product information, high-quality images, and customer reviews to help the user make an informed decision.

Summarizing the above, the conclusion suggests itself:

Understanding the user's search path and defining intent can be the secret ingredient that turns a great content strategy into a great one.

See you again, dear readers!