[Do you like this? Please subscribe to my YouTube Channel and then share it for me!]
Video Summary
How important is it for you to understand what searchers are really looking for? You see, every searcher is on their own customer journey. To drive more people to your site, you must give them what they’re looking for. And to do that, you need to understand the intent of your visitors.
This way you can provide content that meets the needs of your target customers and, by doing so, you can rank higher in the search results. And, since your content is then tailored to what your visitors actually want, there’s a better chance they will return to your site.
Today I’m going to talk about the importance of searcher intent as part of your keyword research. Continue reading to know more.
Video Transcript
Hey, this is Jeffrey Kirk and I want to welcome you to my channel! Today I’m going to talk about the importance of searcher intent as part of your keyword research.
But right now, while you’re thinking about it, be sure to subscribe to my channel and click the little bell so that you’re notified when my next video comes out.
Now, I’m going to kick this off with a quick joke… What do you call someone who trespasses to camp on private property?
Criminal intent! Get it? Criminal in tent? Okay, well, enough of that. We’re here to look at search intent. Here’s a question for you…
What do you hope to find when you do an online search?
Are you looking for the best restaurant in town? Maybe a plumber to fix your leaking water heater? How about new clothes? Or to add contacts in Gmail? Perhaps an article on a website that you like? The point is, all searchers are looking for something. And they want answers!
How important is it for you to understand what searchers are really looking for? You see, every searcher is on their own customer journey. And collectively they make up the total user experience on each of the websites that they visit. So if searchers make it to your website, you want your site to be a good fit for each of them.
Understanding Searcher Intent
Many businesses think about manipulating elements on their site, and off their site, to improve their SEO so they get more people visiting their site. And that’s okay. That can be important.
But keep in mind, that the popularity of your website is also a factor that brings people to your site. In other words, if people find what they want when they get to your site, that’s a signal that more people might also find what they want.
And that tells Google to send more people. You don’t think installing Google Analytics on your site only gives you data, do you? No, it’s reporting visitor behavior back to Google too! And Google uses that. So, to drive more people to your site, you must give them what they’re looking for. And to do that, you need to understand the intent of your visitors.
This way you can provide content that meets the needs of your target customers and, by doing so, you can rank higher in the search results. And, since your content is then tailored to what your visitors actually want, there’s a better chance they will return to your site. And that increases your site’s popularity even more.
How do you know if your content fits the searcher intent?
Well, today I am going to cover 5 basic types of searcher intent.
Informational Intent
Informational search intent means the searcher wants specific information. This can be really any random question under the sun. It can be about brand names or measurements, places or events, times or topics. Sample questions may include “what’s the weather today?” or “what is SEO?” or “what’s the name of the SEO book Jeffrey Kirk wrote?” or “what is the arch in St. Louis called?”
People with this type of search intent have a question, and they want to know the answer. They want specific details. And of course, in order to match informational search queries, you have to provide your audience with valuable content that contains the information they’re looking for.
Not only does this increase your website’s visibility in the search results, it also helps you establish trust and credibility among those who may be good potential customers. So how do you do this? Start a blog!
Blogs teach search engines what keywords apply to your business. This helps your website show up in more searches. And blogs also demonstrate your expertise and help you create authority in your industry. And this authority helps you connect to your target audience when they’re searching for answers that your website provides. If you don’t have a blog yet, I have a video that shows you how to start one.
Navigational Intent
Navigational search intent means the searcher wants to locate a physical or virtual address. In other words, they want to know where to go, whether that’s on a street a few blocks away, a location in another country, or it could even be a specific website or page on the internet.
Sample questions may include things like, “What’s the Amazon login page” or “Jeff Kirk’s YouTube account” or “Chocolate University Online website” or “how do I get to the Gateway Arch in St. Louis?”
Users with navigational search intent usually already know what they’re looking for. They just need Google to point them in the right direction. To address these types of queries, you have to make sure your business information is accurate and always up to date.
Do you have a Google business profile? This was previously called a Google My Business listing. This is a free service that lets you maintain your business information online. You need to have this if someone is looking to find your business. Among other benefits, it gets you on the map!
I have several videos explaining how to claim and optimize your Google business profile because this is really important, and I’ll include the links to those here.
Transactional Intent
Transactional search intent means the searcher plans to complete a transaction like booking a hotel or buying a specific product, though more generally it means they want to do something. Sample queries could include “buy iPhone 13” or “book a flight” or “get tickets to the Gateway Arch” or even, “what’s the phone number of the Gateway Arch?”
Most of the time, the search intent is very clear when searchers already know what they want to accomplish. If you’re targeting this type of search intent, then you should be able to provide a clear landing page and have a smooth buying experience.
Searchers are usually at the conversion stage of their buying experience so it’s best to provide a good impression and make sure they keep coming back. You certainly don’t want your site visitors to get confused and frustrated because they can’t find a way to complete the transaction.
Commercial Intent
Commercial search intent means the searcher is interested in buying something. They may not quite be ready to purchase yet, so it’s not transactional, but certainly it’s on the way. Instead, these searchers are often considered to be more in the research stage of buying. They are digging for information with the ultimate intent to purchase.
Sample queries might include “what’s the best laptop in 2022” or “iPhone vs Samsung” or “Galaxy S20 vs S21” or “should I go to the Gateway Arch National Park or the St. Louis Zoo”. Searchers with commercial intent want to find the best product or service by comparing 2 or more options.
They might be trying to search for product specifications, user reviews, or product demo videos… And sometimes, they might compare prices. To target this type of search intent, you have to be aware of what searchers are looking for and provide a clear and efficient answer.
Show your customer reviews and provide detailed specifications and information about the products or services you offer. This way, the only thing left for them to do is become transactional and hit that buy button!
Local Intent
Local search intent means the searcher wants to find something near a specific location. These searches could really be a local focus on any of the previous 4, but there is often a transactional element involved. Sample queries could include “coffee shop near me” or “flower shop near the Gateway Arch”.
Most of the time, users with this type of intent want to visit the location they’re searching for. And so, they might be looking for the closest location or the best choice in the area. To target this type of search intent, you have to make sure your local business information is complete and accurate. Again, make sure your Google Business Profile is claimed and up to date.
If a potential client is going to stop by, you want the directions to be correct, right? And providing accurate information about your business also increases your credibility. And when they finally reach your location, it’s vital to provide a good user experience. Happy customers come back and recommend you to others.
Overall
Displaying high-quality reviews and ratings certainly attracts more people and more revenue. With constant visibility, more prospects find your business, and they convert into customers and clients and increase your sales.
Understanding the intent of your target audience can help you decide on keywords to focus on so they notice your business at key moments in their customer journey. There’s much more though. Remember back with informational intent, I gave the example question of “what’s the name of the SEO book Jeffrey Kirk wrote?”
Well, the answer is “Dominate The Top: Simple Website Fixes To Rise In The Search Results And Crush Your Competition”. Intent is just one of the topics I cover in the book. You can get a free copy at dominatethetop.com.
Plus, I’m offering a free webinar to show you the secrets to getting to the top of the search results so that Google practically forces your prospects to contact you. Please register at upatdawn.biz/webinar and join me soon.
Your business deserves to be seen online, and I will help you get there.
Thanks for watching and have a great day!
