Beyond SEO: How to Work on User Search Intent

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The time has passed when, in order to rank in the first search results, it was necessary to optimize pages with SEO techniques .

Of course, SEO continues to be important and essential for those who want to appear in the top positions. However, it now has allies that reinforce optimization.

One example is Google's EAT, which considers the authority, expertise and trust that websites and content convey. Another factor is semantics, content written organically and with information relevant to the user.

For those who don't know, there is manual work at Google, which croatia whatsapp number database this analysis, which is not yet possible for robots.

In addition to these, another factor is extremely important for reaching the target audience and achieving prominent positions in the SERP: search intent.

Want to know more? Keep reading!

What is search intent?
This is a very easy question to answer: search intent is what the user intends to find when searching on search engines.

Therefore, if we do a generic search, such as “cell phone”, we don’t know exactly what the search intention is, much less will Google understand it.

However, if he searches for “cheap cell phone” or “cell phone prices”, we know what his search intent is. He certainly wants to buy a cell phone.

Google's algorithm can see what users are searching for, but it can do much more. By combining the words a user uses, it understands the search intent behind their searches.

So what is the purpose of content today? Of course, it is to answer users’ questions. In addition, it has to be relevant and well-produced.



What types of searches do users perform?
To better understand the user's search intent, it is necessary to know what types exist.

Basically, they can be summarized as navigational, informational and transactional. Understand each one below.

Navigational search
This is the type of search whose intention is to find a specific website. Example: the user wants to see the news from the UOL website, so he searches for it in the search engine. The intention is very clear, he intends to reach a specific place on the internet.

Informational search
This type of search occurs when the user wants some information or wants to clarify a doubt. For example: “how to edit an image in Photoshop” or “what are the symptoms of yellow fever”.

Transactional search
In this type of search, there is an intention to purchase or some other action related to a conversion. For example: “price of XXX brand sneakers” or “price of a ticket to Montevideo”.

In short:

Navigational search: Chevrolet
Informational research: best Chevrolet SUV
Transactional Research: Where to Buy a Chevrolet SUV
Why it’s important to understand user search intent
Search intent influences the content production of the company/business blog.

When performing a search, the user finds results in organic content, images, videos, sponsored links, reviews, etc.

It is important to remember that there are search intentions for local businesses, which is why it is also important to have the company on Google My Business.

Let’s say a user searches for “electrician.” The first few results are local, since the user is probably looking for one.

If the search is for “rock singer”, it is certainly not because he wants to put on a show at home, but rather to meet some of the most famous names in the musical style.

Did you see how important it is to know everything that makes a difference when it comes to your target audience reaching you?

And what are your insights into your potential customers’ search intent? If you don’t know, it’s time to talk to someone who understands!