Search intent has become crucial for online marketers who want to attract more visitors from search results and capture the right audience that has a specific requirement. It means giving your target audience the exact information they need when they search for it. Using search intent efficiently will keep users on your site for a longer time and will help them transform into sales or leads.
The Basics of Search Intent
In the simplest terms, search intent attempts to satisfy the motive of the users in response to search queries. You are trying to offer the most appropriate information to user searches based on what they are searching for. For instance, when a user is looking to buy a laptop, they are using words like “shop laptops” or “buy laptops online”. These kinds of queries are transactional as the intent of the query is to purchase a product.
More than ever, users want brief, relevant results that directly answer the queries they’re conducting in the most popular search engines. For example, Google, which is one of the popular search engines in the world, is constantly evolving and refining search results to make them most relevant for its users. This implies that you need to optimise your website’s landing pages and content pages to satisfy the intent of each search query entered by web users.
Understanding Your Users
Harnessing the power of search intent can be classified into three main categories of search query intents:
1. Informational: Users are searching for information. They want to explore how something works or how to do a specific activity.
2. Transactional: Users want to take particular actions. They get on search engines to book tickets, purchase products, get a gym membership, and a million other things that include a commercial intent.
Users are looking for a company or website. They use search engines to search for a company or domain name that they have heard about.
Using Search Intent in Content Marketing
The key to impactful Content Marketing depends upon the quality content with appropriate use of keywords that have the precise intent. The more targeted and better optimised your traffic is, the easier it will be to transform that traffic into paying consumers. You should know that you continuously need to optimise and upgrade your web copy and website content to be up to date as users want to get the best and the most relevant results whenever they search for something.
Designing Your Call-To-Action
So, you have put in tons of effort analysing your users’ behaviour, what they’re searching for online and how they engage with your website and your content. Your site’s content has been optimised based on search intent to attract an audience with the right intent and can possibly convert into sales. Now it’s time to encourage users with a call-to-action statement. You should try and use different call-to-action templates to analyse what suits best your brand.
A lot of online businesses emphasise creating a lead magnet that will help with future sales prospects. Your call-to-action must build a sense of urgency to influence your users to make a decision then and there. This can be done by offering access to your products for a limited time or persuading them to subscribe to your newsletter before the next one comes out in the future.
In recent years, marketers have used incomes, demographics, gender, location and numerous other factors to target possible customers. Nevertheless, as marketing strategies advance, they’ve started to target shoppers into smaller sections where customers will probably take action now.
The potential of search intent and online marketing is so high because you are attracting people to your website who are searching to take certain actions. As a digital marketer, aligning your company to put forward the information they need will have a huge effect on your brands’ success.