“What’s all the buzz around search intent?”, is a question asked by many exasperated content writers. As they struggle to adapt to evolving Google algorithm guidelines, search intent seems one of the many concrete ranking signals they need to contend with.
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This blog will attempt to answer all queries around search intent and what content writers need to do to align with search intent.
When you talk about search intent, remember Google’s core mantra to return results to search queries.
They want to serve the most relevant and valuable content to help them find answers to their search queries.”
This is why even when you type one or two wrong spelling in your query, Google is likely to decipher your query and still return the right result.
This happens because Google is able to discern your search intent.
It tries to understand the purpose behind your search query and thus returns appropriate results. Moz defines search intent as the “primary goal a user has when searching a query on a search engine”.
As a customer-centric company, Google cares about its products like its search engine. It knows that the search engine is relevant only till the time it provides the right answers to searchers’ queries. And this can happen only when it is able to accurately determine the search intent.
This is why marketers and content writing companies need to factor in this aspect.
The more your content aligns with the search intent, the better will be its ranking on search engine results pages (SERPs)
The underlying principles of search intent are directly tied to the buyer journey. So let us first look at a buyer journey.
A buyer journey is the transition of a casual searcher to a conversion.
Depending on what stage of the journey the buyer is in, she will be exposed to different forms of content. The aim is simple. Such content aligned to the search intent and buyer journey will help in smoother progress from site visit to purchase from the site.
Google shows results in different ways depending on the search intent. For example, if you search “buy iPhone 12”, it won’t show any blogs or articles n the results page (indicating an informational intent).
It will, instead, show links to sites like Amazon, where you can buy iPhone 12. This is because Google determines that you have a transactional intent behind the search query.
SERP analysis is a great way to understand what Google wants to show for a particular intent in a search query.
Suppose a user Googles “Tips to buy sneakers”
The SERP will show:
Suppose a user Googles “Moz”
The SERP will show the below for Moz:
Suppose a user Google “buy lenovo yoga 128gb 6gb ram”
The SERP will show:
The content writer needs to create the below types of educative content
The content writer will talk a lot about the actual brand name on different pages that have a high DA. Links to the company name on social media channels like LinkedIn and Instagram will radiate a sense of industry authority about the brand.
This approach in the middle stage will ensure acceleration at the bottom of the funnel, where the customer is ready to make a purchase.
They can place the keyword strategically on
Content writers can create helpful and insightful product pages. They have a strategically placed ‘add to cart’ or ‘buy now’ at the end.
This is the final stage for an already-convinced buyer to buy. So, there should not be any other clutter that can distract the ready-to-buy buyer from other products.
To sign off
Google continues to improve its algorithm so that only the most relevant and accurate results are displayed to searchers. And this is where it factors search intent to determine if a particular page is relevant to a search query.
As content writers, we need to be aware of what is search intent and the three key types. We also need to know what type of content will come up top for a particular type of search intent.
This will help the SEO content writers to use the right keywords and the right type of content at the right place for a ranking boost.