Search Intent in Context
You can use search engine result pages to indicate the intent of a particular search.
We’ve established that Google strives to satisfy user queries with the most relevant content as quickly as possible. Meaning that result pages are full of content reflecting what most of the searchers making a query will be looking for… most of them.
Therefore, you may assume that the best course of action is to try to rank for the most obvious keywords that suit your needs. For example, if you are a boxing glove retailer, you may think the best keywords to target would be ‘boxing gloves’. This isn’t necessarily the case.
Broad terms such as this have no identifying intentions in the word choice, and it’s impossible to know what a user’s intention is when they type in a keyword such as this. Google doesn’t know either, it’s a very clever search engine, but it’s not yet developed psychic abilities.
Because they can’t pinpoint the exact Search Intent, Google provides a vast array of content to cover all bases. With keywords such as ‘boxing gloves’ there’s the assumption that a user has transactional intent, but it’s not guaranteed, so Google does their due diligence by offering a range of content.
Some will be searching with informational or commercial investigation intentions. That’s why, as well as the shopping suggestions, Google also offers users the ‘People also ask’ suggestions. The ‘People also ask’ feature works to refine a user’s search for them based on an analysis of the search habits of previous users who have made the same or similar journey as this user.
Users want quality content with relevant information to solve a particular problem. Google wants to do all it can to give its users the information they want.
To better understand the context of Search Intent, let’s look back at our types of Search Intent and how the use of additional keywords will help you solidify the intent of your content. Since we have already used ‘boxing gloves’ as an example, let’s stick with it for this exercise.
Below, we’ll implement additional keywords to ‘boxing gloves’ to demonstrate how you can focus on Search Intent when it comes to your own campaigns.
Regardless of your goals, Search Intent is a crucial factor across the board. Every type of Search Intent and the context in which you use it has enormous advantages for marketing a business.
- Informational intent demonstrates your knowledge and increases your brand reputation.
- Transactional intent sends customers where they need to be when they need to be there (£££!).
- Commercial investigation intent informs potential customers and allows them to make a more informed purchase.
- Location-based intent is vital for local SEO and local business in general. When users in your area need a product or service you offer, Search Intent helps connect customers with your business.