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What is search intent?
Search intent refers to the intent expressed by a user in their search query.
By understanding the complete search intent of users, you can provide them with the best content.
This is a fundamental concept in search engine optimization (SEO) and can help you address topics that users are looking for.
In essence, search intent includes the goal or need of the user when searching for information.
For example, users may want to find information about a particular topic, buy a product, access a service or product, or simply access a specific website.
Therefore, by fully understanding the search intent of users, you can provide appropriate content for them and, as a result, improve the ranking of your site in search engines.
User search intent refers to the needs and expectations of users when searching in search engines.
In other words, the goal of identifying user search intent is to find the real reason for users' searches so that we can respond to their needs and expectations in the best possible way and therefore have a better ranking in search engines.
For example, a user who is looking to buy a car may search for keywords such as “car reviews” or “car comparisons” to find information about cars and their features.
In this case, their search intent is to find information about cars and compare their features.
Types of search intent or user’s goal of search
In general, types of search intent can be categorized into four main categories:
1- Informational: In this type of search, the user is looking for information and details about a specific topic.
For example, searches like “how to have a healthy lifestyle” or “history of sociology” can be considered as examples of this type of search.
2- Navigational: In this type of search, the user is looking to reach a specific website. Examples of this type of search include “Facebook” or “Google.”
3- Transactional: In this type of search, the user is looking to buy or sell a specific product. Examples of this type of search include “buy Italian cuisine cookbooks” or “sell second-hand mobile phone.”
4- Commercial Investigation: In this type of search, the user is comparing different products or services and ultimately decides to buy or use a particular product.
Examples of this type of search include “complete review of Samsung phones” or “comparison of free email services.”
Understanding the needs and search intent of users in each of these categories can optimize your content and website to be better seen on search engines and attract more traffic, including increasing website visits, conversion rates, and revenue.
For example, if you have an online store website, by understanding the search intent of your customers and optimizing your website content for better display in search results, you can ensure an increase in your sales.
the former founder of Moz and current CEO of SparkToro, says, “Understanding the needs and expectations of users from their search can help you create content that can be found in their search.
By optimizing your content for the real needs of users, you can climb higher in search engine rankings.
Rand Fishkin
The most effective type of content for informational searches
In informational searches, the content that has the greatest impact is the one that best answers the user’s question or information needs.
For example, if a user is searching for information on “how to make chocolate cake,” the most effective content is the one that explains this topic to the user in the best possible way.
To provide effective content for informational searches, you can use the following methods:
1- Textual content: Textual content includes articles, blogs, and educational materials that are widely available on the Internet.
These contents can be presented to users in an engaging and readable way, by providing images, videos, and charts.
2- Educational videos: Educational videos are very effective for users who prefer to watch content instead of reading it, due to their high level of attractiveness and understandability.
3- Charts and images: Charts and images can present information in a graphic way, which helps users to better understand the content.
4- Audio and podcasts: Some users prefer to listen to audio and podcasts instead of reading. These types of content are suitable for users who are on the move or busy with work.
In general, the most effective type of informational content is the one that best answers the user’s question or information needs.
Additionally, to provide effective content for informational searches, you can also use other methods, such as:
5- Slides and presentations: Slides and presentations can be useful for explaining and presenting information to users.
This type of content can provide information in a more concise manner, using images, charts, and other graphic information.
6- Interactive tools: Interactive tools, such as quizzes and calculators, can engage users and provide them with a more interactive and personalized experience.
These tools can be very effective for users who want to learn by doing.
7- Summary Information: Some users only need summary information to answer their questions. In such cases, providing brief and concise summary information can be very useful.
In general, the content that best answers the user's question or information needs and uses various methods such as text content, instructional videos, charts and images, audio and podcasts, slides and presentations, interactive tools, and summary information, is the most effective type of informational content in information searches.
Eric Enge, founder of Stone Temple Consulting, says: “These days, search engines focus on understanding user search intent rather than just keywords. Therefore, if you want to improve your site’s ranking, you need to look for ways to meet the needs and expectations of users.
Eric Enge
The most effective type of content for transactional searches
Transactional searches are queries in which users are looking for a specific product or service to buy or perform a specific action, such as registering, downloading, sharing, etc.
Therefore, effective content for transactional searches should help users find their desired product or service and easily access it. To achieve this goal, you can use the following methods:
1- Product pages: For transactional searches, content provided for product pages, such as online store pages and other websites, can be very effective. This type of content should include complete information about the product, including features, price, usage, pros and cons, images, customer reviews, and more.
2- Blog posts: If you have a blog on your website with topics related to your products or services, this type of content can be very useful.
By providing practical content and useful information about your products and services, you will attract your audience and increase your sales.
3- Discounts and special offers: Offering discounts and special offers can give buyers more motivation to buy your product.
They may be looking for discount codes, coupons, or special sales on pages that search for discounts and special offers.
Therefore, you should put these offers and discounts on your website clearly to attract them to your site.
4- Registration and purchase forms: Registration and purchase forms, including fields such as name, address, phone number, credit card information, and more, are very important to reach transactional searches.
Therefore, forms that are simple and user-friendly and quickly receive the information users need are the best type of content for transactional searches.
In general, effective content for transactional searches should help users easily find and access their desired product or service.
Therefore, product pages, blogs, discounts and special offers, registration and purchase forms, and product reviews are the best types of content for transactional searches.
John Mueller, Google’s Webmaster Trends Analyst, says, ‘You should focus on what users are looking for and what they expect from your website. Your goal should be to meet the real needs of users.
John Mueller
The most effective type of content for navigational searches
Navigational searches are typically aimed at reaching a specific page on a website.
Therefore, effective content for navigational searches should include content that helps users quickly and easily access their desired page.
Some effective types of content for navigational searches include:
1- Website homepage: The website homepage should have a simple and accessible layout and should help users quickly and easily access the section they are interested in on the website.
The homepage should contain links to other pages on the website so that users can easily access their desired page.
2- Navigation menus: Navigation menus are located on every page of the website and should help users easily access their desired section.
Navigation menus should be simple and understandable and include links to other pages on the website.
3- Internal links: Internal links within website pages should help users easily access their desired page.
Internal links should have links to other pages on the website so that users can easily access their desired page.
4- Site search: The presence of site search helps users quickly and easily access their desired page.
Site search should be accessible and should help users quickly access their desired page.
5- Subpages: Subpages should include links to other pages on the website so that users can easily access their desired page.
Subpages should be related to the topic of the homepage and provide useful content for users.
6- Site map: A site map helps users easily access their desired page. The site map should include links to all website pages and be easily accessible.
Overall, effective content for navigation searches should help users quickly and easily access their desired page.
Therefore, website pages should be designed and optimized to help users easily access their desired page.
The Relationship Between Search Intent and ZMOT or Zero Moment of Truth
Zero Moment of Truth (ZMOT) refers to the stage before a customer makes a final purchasing decision.
At this stage, the customer is actively searching for information and reviews about products and services in order to make an informed decision.
Search intent is related to ZMOT because users are looking for information about products and services they are interested in during this stage. For example, a user in the ZMOT stage may be searching for information about the technical specifications, price, user reviews, and other relevant details about a product.
Therefore, in order to achieve the best results in the ZMOT stage, it’s essential to pay special attention to optimizing content that is relevant to user search intent.
By optimizing content for search intent, it’s possible to have a greater impact on the stage before the purchase decision, leading to greater success in marketing and sales.
Final words
Paying attention to user search intent and optimizing website content accordingly can lead to improved website ranking in search engines, attracting quality traffic, and increasing sales and revenue.
Therefore, it is recommended to have special attention to user search intent during website design and optimization and optimize website content based on it.
Frequently Asked Questions:
Based on the input text and keywords used in the search, we can understand the needs and expectations of users from the search.
By correctly identifying the users’ goal of the search, we can create content that meets their needs and expectations, and thus improve website ranking in search engines and increase visitor traffic.
To identify User Search Intent, we can use various methods, including: Examining the search input text: Examining the keywords and phrases that users are searching for can help identify User Search Intent.
Examining search results: Examining the results that appear on the search results page can help identify users’ search goals.
Using analytical tools: Using tools such as Google Analytics and Google Search Console can help identify User Search Intent.
