How People Use Search Engines: A Guide to Search Intent

Dec 14, 2018

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Refining your search engine optimization strategy can feel overwhelming with so many tools and techniques at your disposal and factors to take into consideration. If you’re just beginning to delve into the world of SEO, it’s important to start with the basics.

It’s one thing to know what your potential customers are searching for, but it’s also just as important to know why they are searching. Keep reading to learn more about the different types of user search intent and how you can implement various marketing techniques to tailor each user’s experience.

The Fact Seekers

How People Use Search Engines Search Intent - Chainlink Relationship Marketing

In this digital age, most people turn to the internet when they have a question or need information. As a result, informational searches are unsurprisingly the most common type of search intent. These users are looking for information about a specific subject, and they want to find it quickly and easily. Search engines will provide them with content-rich results that get them the answers they are looking for.

Users who are searching for information want just that: information. So, employing techniques to get them to buy something will most likely prove unsuccessful. You can cater to these users by posting consistently on a blog or providing information about your business or industry on your site.

The Navigators

How People Use Search Engines Search Intent - Chainlink Relationship Marketing

People who perform searches with navigational intent have determined what they are looking for. Usually, they already have a specific website or brand in mind, but they may not know the exact URL. For example, someone searching for YouTube is probably looking for YouTube’s website.

With this type of search intent, it can be a bit more difficult to bring people to your page. This stems from the fact that users with navigational intent already know what they are looking for. Ranking high in search results is only beneficial if users are specifically searching for your site.

The Purchasers

How People Use Search Engines Transactional Search Intent - Chainlink Relationship Marketing

E-commerce has significantly grown in popularity in recent years. As such, it is quite common for people to browse the internet with transactional intent. These people want to purchase a good or service. However, these searches aren’t limited to actual monetary transactions. A sign-up or a download can also constitute a transaction even if no money is actually exchanged.

In order to capture customers with transactional intent, focus closely on your keywords. Learning how your prospective customers search and tailoring your SEO strategy to them will help boost your site in their search results.

The Researchers

How People Use Search Engines Commercial Search Intent - Chainlink Relationship Marketing

Commercial intent can be defined as a mix between informational and transactional intent. This type of searcher could be looking to make a purchase but wants to make sure that they are making an informed decision.

Although this form of search might not ever result in a transaction, it incorporates elements of transactional intent while also providing the user with the information they need to investigate their intended topic.

To tailor your SEO strategy to users with commercial intent, keywords are still just as important. Focus on your company’s nice and unique features. Having a Google Business account can also be an effective technique since searchers can quickly read reviews and learn more about your business from previous customers.

To Wrap It Up…

If you have ever wondered how your SEO efforts would be affected if you paid more attention to search intent, we can confirm that it’s one of the most straightforward ways to create more targeted campaigns.

You can get ahead of your competition by pinpointing the search intent of your prospective customers and crafting marketing programs that better resonate with them. It stands out to consumers when a brand accurately anticipates a prospective or current customer’s needs.

Even subconsciously, it’s bound to leave a positive impression on your brand if you save someone time by providing what he/she wanted to see right away.
If you need help with any aspect of your strategy, please let us know. At Chainlink, our team of SEO experts knows that every business has different priorities when it comes to targeting individuals with different search intent.

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