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4 Keyword Intent Types That Affect SEO of Your Website

4 Keyword Intent Types That Affect SEO of Your Website

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When search engines first came into existence, it was easy for website owners to rank their interfaces for specific keywords. They would stuff the content of their pages with a popular phrase irrespective of its relevance to their website. Search engine crawlers would register the presence of the popular term and rank it high on query-results that included the specific term. However, search engines, especially Google refined their algorithms to eliminate any scope for such manipulative tactics. Now, your content needs to be relevant, unique and informative for search bots to link it to a related query. Moreover, there are numerous other factors like page loading speed, mobile-friendliness, etc. that are considered before finalizing SERP positions. In this article, we are discussing the different keyword intent types that can impact the search engine optimization of your website.

Keyword intent is the objective of the searcher that he/ she wants to achieve by conducting the search. Optimizing your content for the searcher’s intent improves your chances of conversion as the material will fulfill the requirement of the user in the best possible manner. A smart SEO consultant will never optimize your content only with relevant and popular terms but ensure that there are phrases that are aligned with users’ main motive.

Let’s take a look at different types of keyword intent that all website owners and aspiring digital marketing professionals must know.

1. Informational Intent

A majority of online searches are conducted by people looking for some kind of information. More often than not, the searchers are looking for answers to specific questions. For instance, a digital marketing student can type “What is social media marketing”. Here, the user wants to know about social media marketing and its features. Keywords with informational intent indicate that the user is actively looking for some meaningful information. Such phrases will not lead to an immediate conversion or sale but they provide you with a great opportunity to impress potential customers.

Let’s say someone searches for easy methods to clean car seats. Now, if you run a car service center chain, then you can create blogs as well as videos that describe some simple ways to clean car seats. The users will be impressed by the information provided by you and they will mark your website as a good place to pick handy car maintenance tips. It improves the chances of such users getting in touch with your business whenever a requirement arises. This means that phrases indicating informational intent must be targeted for long-term gains. Hire an SEO expert who will devise an effective content marketing strategy for targeting such terms.

2. Navigational Intent

When people are looking for a specific website but do not remember its address, they use terms with navigational intent to locate the desired interface. You may think that such keywords show that a person is primed for conversion. However, it may not be the case always. There can be a scenario where the user is an existing customer who is searching for the brand’s website to lodge a complaint. It might also happen that the searcher wants to check out the career openings at the business.

Phrases with navigational intent indicate that the users are aware of the brand but not all of them can be targeted for conversions. This does not mean that you do not need to focus on such terms. On the contrary, it is essential that you provide complete information about your brand on the internet and rank high on the associated searches. Consult an SEO agency to identify the queries related to your brand that are being posted on internet-based search platforms. Then create material that effectively answers the questions. Ranking well for searches that clearly mention your brand is vital.

3. Commercial Investigation Intent

Commercial investigation searches are queries that indicate that the users are clearly looking for a product or service but have not yet made the final buying decision. The searcher is looking for information but unlike informational intent searches, he/ she is investigating a category/ product/ service in order to make a purchase. For example, someone looking for the best laser printer is actively looking for a printing device. Such users will also search for comparisons if they have identified a few good options. For instance, “Printer A vs Printer B” or “Is Printer A better than Printer B”.

This is one of the most important keyword intent types to target for conversions. The users are only a step away from making a purchase and presenting helpful content will nudge them ahead on the conversion path. You will need to partner with a  dependable digital marketing services expert to identify such terms and then build a plan to effectively target them. Creating detailed product descriptions or optimizing promotional material with the relevant terms will help in getting your brand in front of the target audience.

4. Transactional Intent

Searches with transactional intent are conducted by users who are ready to make a purchase. They know the item they want to buy and are looking for a place to make the purchase. Digital marketing experts say that successfully targeting such users will significantly boost your conversions. Since the searchers have already made up their mind about the item they want to buy, most of their queries are related to locations at which they can complete their transactions. They are also looking for some attractive deals that will help them make their purchase in a cost-effective way.

In order to encourage such users, you need to create some effective content that will motivate them to take the final conversion action. You can build landing pages that highlight the main features of your product in a visually powerful manner. Make sure an attractive offer is included on the page. Finally, a compelling call-to-action (CTA) must be added to encourage the visitor to make the purchase. Keywords that indicate transactional intent must be targeted to drive more sales. You must engage a digital marketing agency that also provides web designing services to create powerful landing pages.

Final Thoughts

Understanding search intent is vital for building a focused SEO strategy that is aligned with the main objectives of different types of users in your target audience. Choosing keywords that indicate different types of search intent and shaping content strategy around them holds the key to a successful strategy. It is essential to hire the best company for SEO that creates a plan around your customers’ search intent. SDLC Infotech is a digital marketing agency that provides SEO consultant service across the world. You can hire an SEO expert from the company to build a targeted strategy for your business.

Author Bio

Amritesh formulates digital marketing strategies for brands in different industries. He has a special interest in studying audience behavior in different domains and devising SEO, SMO, social media marketing, content marketing, email marketing, and PPC strategies accordingly. Amritesh regularly writes on topics related to digital marketing. Follow him on Twitter and LinkedIn to receive updates about his latest posts.

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