Let me give you another example to make you understand the importance of search intent.
Let’s say you have a pizza place. Pierino (our user) is hungry and wants a takeaway pizza.
Then search for “pizza” on Google (yes, ok, Pierino could have been a little more specific in his search, we agree) and find your article in first position .
Your article is very long, well written and detailed. And what’s more, it is in first position on Google for the dry keyword “pizza”. A blockbuster! You talked about pizza, its history, its diffusion in the world and you even added a very simple recipe to make a perfect pizza at home.
Pierino opens the article and thinks: “Mmh, all very interesting but this doesn’t feed me” . He closes the page and returns to the search results.
It then opens the second search result. An ugly site, with meager and foot-written articles. But Pierino finds what he was looking for “Takeaway pizza in half a second at your home! Book now!”
Peter is happy. Your competitor is happy.
You lost a sale even though you were in the first Bulk SMS Hong Kong position on Google for the word “pizza”. Indeed: you have given a conversion to your competitor.
Simple: You missed the search intent and offered your customer a solution they weren’t looking for.
Now, this example is undoubtedly at the limits of the likely, let’s face it. But I assure you that things like this happen every day, obviously with different queries.
Once you have done a keyword research , it is not only important to find which queries are being searched for but also – and above all! – why a person is doing exactly that search and what results they expect to find.
Think for example of a person searching for “pizza” on Google. What does he really want? Why is it looking for that query?
- Do you want to find the recipe to make pizza at home?
- Do you want to order a pizza at home?
- Are you looking for new pizza flavors to inspire you for your next order?
- Do you want to know the pizzerias in the area?
- Do you want to discover the history of pizza?
And so on. All these options are precisely the search intent that we need to intercept. I’ll tell you in a moment how this can be done.
First, however, it is important to understand what types of Search Intent we can encounter. Commonly 4 are intercepted. Let’s see them in detail.
Types of Search Intent
There are mainly 4 types of search intent :
- Informational intent
- Navigational intent
- Transactional intent
- Commercial intent.
Let’s understand better what it is.
Informational searches are the most common Leads Blue ones because often on Google this is exactly what you are looking for: information.
In informational searches, the user is therefore looking for information about something specific. For this reason, usually – but not always – information research takes the form of a question such as.