Why it’s important to intercept search intent

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.

What happened?

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.

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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 intent

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.

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