Search intent – why is it important for your SEO?
It’s difficult to stress just how important the concept of search intent is to SEO. I’m not exaggerating when I say that if you want to rank in 2019, understanding and creating content with search intent in mind is critical.
Algorithm updates from Google, innovations in the way we search (mobile, voice search, etc.), and evolving user behavior all keep us on our toes as SEOs.
The dynamic nature of our industry requires adaptable strategies and ongoing learning to be successful.
However, we can’t become so wrapped up in chasing new strategies and advanced tactics that we overlook fundamental SEO principles.
What is Search Intent?
When it comes to your website, organic search visits are critical and should be one of your top sources of traffic.
Given that Google sees 15% of its daily searches for the first time, it uses RankBrain. This is a machine-learning algorithm Google uses to assess the relevance of sites and provide its searchers with only the most valuable, relevant results.
Why is it important?
Today, coupled with your keywords, Google also uses over 200 additional factors when ranking pages on your site, such as content length, freshness, relevance, security, domain authority, backlinks, and more.
In other words, Google observes how user-friendly your site is: how it engages your potential customers, and whether or not it satisfies their search query.
It refers to its combination of keywords and user experience signals as latent semantic indexing — analyzing the intent behind the search, rather than just the exact phrasing.
How to understand your customer’s search intent
Traditionally, to target relevant keywords, marketers used keyword research tools like Google Keyword Planner or Moz Keyword Explorer.
To understand why your customers entered the search terms they chose, you need to use some additional resources. Here are a few powerful options you may like to try out:
- Buzzsumo lets you identify trending topics.
- Answer the Public has a massive database of Google and Bing searches that lets it predict what searchers will ask next.
- Google Trends lets you identify the hottest topics in your niche and country. You can even compare two keywords to see which one is more popular among your audiences.
- Social networks serve as individual search engines. You can use them to find out what your customers are searching for. Most importantly, using social media listening tools, you can track discussions and learn more about the questions people ask and the topics they discuss.
We assume that users know exactly what they want to do, but mobile and voice search have introduced a new dynamic to our daily lives and shape our day-to-day decisions in a way like no other.