Just imagine, you’ve created compelling content for your website, for months, years. Posted them consistently, without any fail. Still you couldn’t drive enough traffic to your website.
Because your content was not search intent friendly. You simply didn’t provide what your target audience intends to search for.
So, search intent can be the salt to your content and if you master it, you’ll be able to create content that helps your audience and needless to say, you’ll rank higher in the Google searches as well.
What Is Search Intent?
To create content that resonates with your audience, you need to first know what search intent is. For that, you need to be in their shoes. Search intent is simply what a segment of the audience wants to search.
For example, if you search on google ‘how to make a chocolate cake’, you can see various suggestions, like ‘how to make a chocolate cake at home’, ”how to make a chocolate cake without microwave’, ”how to make a chocolate cake in pressure cooker’ etc.
These are the types of results that certain audience wants to obtain. This is called their search intent and this is what we’ll be talking about in this article.
Why Is Search Intent Important?
If we want to implement search intent in our content, we should know the ‘why’ behind it as well. Search intent is the most crucial element where you can have an insight of your audience.
What do they want to know?
What do they want to buy?
And understanding that makes it easier to cater to your audience’s needs and boost your revenue in turn.
What type of intent do your buyers show?
Your buyers can show different types of search intent.
- If they want to know something or looking for information, their questions start with why, what, who, how etc. This type of intent is called search intent.
E.g. How to make chocolate cake?
- When someone is looking for a specific website, it reflects their navigational intent.
E.g. When you search ‘Facebook’ on google search bar, you intend to visit the website of FB only.
- If your audience is looking to buy something, their search intent is transactional.
- And if the person is just in the previous stage of buying something, they are in their commercial investigation stage.
How to leverage search intent?
After you gain insights from the search intent, it’s time to leverage them by tweaking your content.
For example, if you are managing a website that sells car, you can make car review blogs and link your latest cars to the blog.
Another example I can put here, suppose you see a specific type of audience searching for “how to make butter chicken?” In that case, writing a recipe will be more helpful.
Knowing the search intent also helps you craft the best CTA. Suppose, you know that your audience is looking for information. So, your CTA should be ‘know more about it in our next article’.
On the other hand, if your audience falls under the transactional intent, you can use ‘buy now’ CTA.
So, knowing the search intent helps you create content that serves the needs of your audience, and to write the CTA that actually converts.
I hope you got to know all about search intent in this article. Let us know how you implemented it. We’d love to hear your story.