ð¥ Category: SEO
Often I see that the SEO, the writers of content and the salesmen are mistaken in the investigation of key words. But the problem is not what they do. The majority of them follows a process of investigation of key words well-defined, after all.
What matters is what they do not include in this process: to understand the intention of its users.
It is in the understanding of the reasons for which somebody takes to end a search that offers the greater yield of any campaign of SEO. Unless its page agrees with the intention of the user, it is not going to gain the visibility that it looks for.
All in the industry agree: Moz, Ahrefs and many others wrote previously on the effect of the intention in the visibility of the searches.
But they ignore a critical aspect of the intention of the user: how to discover it and to understand it on scale.
What is the intention search of the user?
The term intention of user (often referred as intention search or intention of keyword) talks about to the reason for which somebody realises a search in Google or another web search engine. It is the ultimate goal that has when realising the search.
It could be to find an answer to any question that they have or an advice exceeds how to achieve the wished objective. Perhaps the person wants to find a place to buy a product that wishes. Perhaps or, they are only looking for a specific website and they forgot his URL.
In each one of the previous examples, they show an intention.
Google Hummingbird, with its capacity to understand better the consultations search, and RankBrain, their algorithm of automatic learning to order the results search, allows the web search engine to interpret better the consultations, to discern that intention and to give the results that a person hopes to find.
It is more, the web search engine updates the SERP on the basis of the changes in the intention of the user, and it does in real time.
Which are the types of intention search of the user?
Four types of intention exist essentially search (but he considers that a consultation is not only limited one).
1. Intention of information
The informative intention, or the attempt to know, helps us to obtain specific data, to investigate a subject in particular or to learn something new. Sometimes the informative intention also is intention to do, as when advice requests itself to Google to complete a task or suggestions on gifts for a special occasion.
You can identify the intention of the user for a concrete consultation search based on the characteristics of the SERP that the web search engine presents. Note: this method is not able to discover the intention on scale.
An informative search often presents an answer picture that responds to the consultation of the user immediately. We take as example the following search in Google:
2. Intention of navigation
The intention of navigation, or the intention to go, defines desire to go to some place and to interact with the physical world, or to a specific place in line.
In the example next, the consultation search, Apple, it agrees with an intention of navigation since the SERP immediately reveals the page of home of the company showing the necessity to find a location in line.
3. Local intention
The local intention is a navigation consultation that it has as objective to discover a particular business in the neighborhoods of the user, a physical destiny in the real world.
The local intention is when it appears a map and/or a local package, as it is seen in the search of Google next.
4. Transactional intention
The transactional intention, or intention to buy, is there when the user looks for a place to realise a transaction to buy a product, to contract a service, to interchange bottoms of the term, transactional.
The key words of transactional intention lie down to show announcements of product listings (PLAs), as it is seen next.
What influences in the intention of the user?
The reason for which the users look for a certain information can change following many factors. The seasonality is one of them. Although the clients can use a specific keyword to most of find information during the year, use it with the intention to buy during a period of specific time.
A change in the type of information that the users look for on a subject is another example. We consider the phrase iPhone 5. I can imagine that in 2012 when the device was sent, the majority of the clients looked for the phrase with the intention to buy the new telephone.
Today, nevertheless, the intention of the user behind the consultation is more informative. For example, to fix any problem that can have with the device, install the last operating system or find out historical data she exceeds.
Why so is important the intention of the user?
First of all, the objective is to offer the best experience search the user to help him in its trip of buyer. If they arrive at a page that does not respond to its intention, they will bounce and return to the SERP to obtain other results.
For example, we suppose that it has created a transactional page for a keyword with informative intention. Simply it will not be classified. Good, at least not in the part superior of the SERP. And, definitively nonhelp to the user if you have the mistaken content based on the intention of its search.
Next, on Google: RankBrain will recognize that it does not give the information that a seeking delay to find.
Having the informative intention, they look for advice or answers. They do not want to learn more on a product, and much less to buy it (at least, not still).
And that is the incredible one to be able of the intention of the user. Help to possibly fulfill the factor more critic in the SEO of nowadays the relevance.
You can read the article of Moz, and this article on Raynernomics, or even this article of Ahrefs. Very recommendable.
The intention search on scale
Many other articles written on the intention of the user recommend a rudimentary form to identify the intention of the finder.
His advice is search the objective keyword and to observe what results give back Google. In particular, what characteristic search appears, as it demonstrated itself previously.
Another method that my colleagues recommend is to analyze modifiers search words in the consultation search that describe the intention of the person. For example, if a consultation includes phrases as how, how I do or what, then its intention is, more likely, informative.
Nevertheless, the previous method not always works, and what is worse, it is impossible of climbing.
The companies make a pursuit of thousands (if nontens of) of thousand key words, and this method manual simply is not feasible for an suitable understanding of the intention search of the user through all their content and pages to connect with its subjects and key words.
- That is not the only problem. Both previous methods, for example, do not consider several factors:
- Who is classifying for a keyword in particular?
- What information includes those pages?
Which is the language of the consultation search?
For each of these rudimentary methods, the intention is only analyzed being based on the SERP without considering the content of those results search. As result, a deeper understanding of the information is not obtained that Google promotes within the SERP for the keyword.
- For example, the term search globes shows the transactional intention (announcements PLA, domain of announcements PPC, etc.) with a right mixture of informative intention. To be an authority in the term globes, this indicates that as much informative content is needed as transactional to gain visibility in the search of this subject.
- 50% of the key words related to globes almost have in fact one informative intention.
- Another part of the key words has a transactional intention search.
And, this even includes some local intention (but much less, although Google shows the local listings at the top of the SERP).
Contents based on intention search
There is a subject related to the intention of the finder of that I often listen. Many clients ask how to know to me in what intention search to concentrate first. They would have to begin with informative or transactional content? Or perhaps something totally different?
This is what I recommend. First of all, it considers that the most effective form to gain visibility in the searches is constructing authority in its group of subjects. This means to create a content of the site that covers all aspects, all the intentions of the user.
The first step to obtain it, nevertheless, is to identify how much cover you have. It realises an exhaustive audit of content to find out it. You will realize than lack in your strategy of content quickly.
From there, I recommend to him that one concentrates first in the intention of transaction. This way, it will obtain a return of the immediate investment of his efforts. And with that, it will find that it is easier to point at the part superior of the funnel of clients with the informative intention.
You do not forget to work your visibility in the searches as we have already commented to you previously.
- The intention search of the usuary help to define what content to publish for:
- To accompany to the clients throughout its trip as buyer.
- To offer content and excellent information that it can approach to them the brand.
To increase to the ranking and the rate of conversion of the SERP.
Therefore, when investigating the key words, also must consider and identify the intention search of the user behind those consultations search, and soon make agree it with the types of content and the subjects to which it wishes to go.