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Search Intention

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What is a search intention

What is a search intention?

The Search Intention says something about why people perform a particular search. Are they searching because they have a question and want to get an answer? Are they searching for a particular website? Or perhaps they have the intention to purchase a product?

Over the years, Google has been able to determine people's search intent more and more accurately. Due to this, search engines want to rank the highest the pages that match both the search term and the search goal of a particular search query. Therefore, you should make sure that your post or page matches the search goal of your audience.

4 Types of search intention

Below you will find some typical types of Search Intention:

Information intent

The first type of search is used to obtain information. The search can cover a wide variety of topics. For example, searchers can find information about the weather, current news or even facts about SEO. In this type of search, people have a specific question or want to know more about a particular topic.

10 detailed examples of keywords with informative search intentions:

  1. "Photovoltaic system function": This Keyword zeigt eine informationssuchende Absicht, da die Person nach Informationen über die Funktionsweise einer Photovoltaikanlage sucht.
  2. "Flu Symptoms: This Keyword zeigt eine informationssuchende Absicht, da die Person nach Informationen über die Symptome einer Grippe sucht.
  3. "Creating a Business Plan: This Keyword shows an information-seeking intent, as the person is looking for instructions or steps to create a business plan.
  4. "History Renaissance: This Keyword zeigt eine informationssuchende Absicht, da die Person nach Informationen über die Geschichte der Renaissance sucht.
  5. "Yoga Benefits: This Keyword zeigt eine informationssuchende Absicht, da die Person nach Informationen über die Vorteile von Yoga sucht.
  6. "Watering a plant properly": This Keyword zeigt eine informationssuchende Absicht, da die Person nach Anweisungen oder Tipps sucht, um eine Pflanze richtig zu gießen.
  7. "Destinations for Backpackers: This Keyword zeigt eine informationssuchende Absicht, da die Person nach Informationen über die besten Reiseziele für Backpacker sucht.
  8. "SEO Optimization Guide: This Keyword zeigt eine informationssuchende Absicht, da die Person nach Anweisungen oder Tipps sucht, um die SEO-Optimierung ihrer Website durchzuführen.
  9. "Medication Hypertension: This Keyword zeigt eine informationssuchende Absicht, da die Person nach Informationen über Medikamente, die bei Bluthochdruck verwendet werden können, sucht.
  10. "Recipes for gluten-free diets: This Keyword zeigt eine informationssuchende Absicht, da die Person nach Rezepten für eine glutenfreie Ernährung sucht.

It is important to note that the informative search intentions refer to the fact that the person is looking for information, instructions, tips, advice, knowledge, explanations and other types of content rather than buying products or services. These types of keywords are very important to have good content on a website and meet user needs, thus also gaining user satisfaction and trust, which in turn leads to a higher probability of users returning to the website and recommending it to others.

Navigation intention

The second type of Search Intention is called navigation intent. People with this intention try to get to a specific website. So, for example, if you search for "wolf-of-seo", you will usually get to that specific website.

Eine hohe Platzierung bei einem Navigationsbegriff ist nur dann vorteilhaft für Ihren organischen Trafficwhen your website is explicitly searched for.

10 detailed examples of keywords with navigating search intent:

  1. "Amazon“: Dieses Keyword zeigt eine navigierende Absicht, da die Person direkt auf die Amazon-Website navigieren möchte.
  2. "Facebook login": This Keyword zeigt eine navigierende Absicht, da die Person direkt auf die Login-Seite von Facebook navigieren möchte.
  3. "IKEA Catalog: This Keyword zeigt eine navigierende Absicht, da die Person direkt auf die Online-Katalogseite von IKEA navigieren möchte.
  4. "YouTube Channel XYZ: This Keyword zeigt eine navigierende Absicht, da die Person direkt auf den YouTube-Kanal mit dem Namen XYZ navigieren möchte.
  5. "Netflix Movies: This Keyword zeigt eine navigierende Absicht, da die Person direkt auf die Filmliste auf Netflix navigieren möchte.
  6. "LinkedIn Profile XYZ: This Keyword zeigt eine navigierende Absicht, da die Person direkt auf ihr eigenes LinkedIn-Profil oder das Profil einer anderen Person navigieren möchte.
  7. "TripAdvisor Reviews": This Keyword zeigt eine navigierende Absicht, da die Person direkt auf die Bewertungsseite eines Hotels, Restaurants oder Reiseziels auf TripAdvisor navigieren möchte.
  8. "New York Times Online: This Keyword zeigt eine navigierende Absicht, da die Person direkt auf die Online-Ausgabe der New York Times navigieren möchte.
  9. "FIFA Rankings: This Keyword zeigt eine navigierende Absicht, da die Person direkt auf die aktuelle Rangliste der FIFA navigieren möchte.
  10. "Apple Support": This Keyword zeigt eine navigierende Absicht, da die Person direkt auf die Support-Seite von Apple navigieren möchte.

Transaction intent

The third type of Search Intention is the transactional intent. Many people buy things on the Internet and surf there to find interesting products. People who are anxious to buy something therefore search with an intention of a transaction.

10 detailed examples of keywords with transactional search intentions:

  1. "Buy iPhone 12: This Keyword zeigt eine transaktionale Absicht, da die Person das iPhone 12 kaufen möchte.
  2. "Airline tickets London: This Keyword zeigt eine transaktionale Absicht, da die Person Flugtickets nach London buchen möchte.
  3. "Hotels Paris: This Keyword zeigt eine transaktionale Absicht, da die Person eine Hotelreservierung in Paris machen möchte.
  4. "Apply for a credit card: This Keyword zeigt eine transaktionale Absicht, da die Person eine Kreditkarte beantragen möchte.
  5. "Buy Security Software: This Keyword zeigt eine transaktionale Absicht, da die Person Sicherheits-Software kaufen möchte.
  6. "Insuring a car: This Keyword zeigt eine transaktionale Absicht, da die Person eine Autoversicherung abschließen möchte.
  7. "Buy Socks: This Keyword zeigt eine transaktionale Absicht, da Socken online kaufen möchte.
  8. "Buy Event Tickets: This Keyword zeigt eine transaktionale Absicht, da die Person Veranstaltungstickets kaufen möchte.
  9. "Order food: This Keyword zeigt eine transaktionale Absicht, da die Person Essen bestellen möchte.
  10. "Book a vacation: This Keyword zeigt eine transaktionale Absicht, da die Person einen Urlaub buchen möchte.

Transactional search intent indicates that the person is ready to make a transaction, such as making a purchase, making a reservation, making an inquiry, submitting an application, etc. These types of keywords are very important to Conversion Rate on a website and get users to perform a desired action.

Commercial investigation

Einige Personen haben die Absicht, sich in der Zukunft etwas zu kaufen. Allerdings nutzen sie das Internet dabei vorerst nur, um ihre Recherchen durchzuführen. Welche Spülmaschine ist die beste? Welches SEO-Plugin ist das hilfreichste? Diese Personen haben auch transaktionsbezogene Absichten, werden aber etwas mehr Zeit und Überzeugungskraft benötigen. Diese Art von Suchabsichten wird in der Regel als kommerzielle Untersuchungsabsicht bezeichnet.

10 examples of keywords with commercial Search Intention:

  1. "Compare prices for [product]"
  2. "Where can I buy [product]?"
  3. "Cheapest deals for [product]"
  4. "Discount code for [product or brand]"
  5. "Reviews of [product or brand]"
  6. "Online store for [product or brand]"
  7. "Best deals for [product or brand]"
  8. "Special offers for [product or brand]"
  9. "Comparison of [product or brand] with others."
  10. "Offers for [product] in [city or region]"

These examples show that users are looking for information about products or brands to make a purchasing decision. They are looking for price comparisons, reviews, offers and other relevant information to help them make an informed decision. It is important for businesses to understand these commercial search intentions and align their SEO strategy accordingly to better target potential customers and increase their likelihood of making a purchase.

Keyword Intent

The words people use in their search queries provide information about their user intentions. When people use words like buy, trade, or discount, they definitely show interest in making a purchase. Also, when people search directly for specific products, they probably want to purchase them.

How to optimize your content for search intent

To best match your content, make sure a landing page fits your audience's search intent. When users search for information, they don't want to find a product page. However, if users are anxious to buy your product, you should not bore them with long articles. Instead, you should redirect them to your online store.

Optimizing your product pages for more commercial keywords is a good idea.

However, it can be very difficult to determine the search intent of a query. And perhaps different users have a different Search IntentionYou can determine the search intent of users through different analytics tools. Another way to find out visitors' intention is to ask them directly. For example, you could conduct a survey to ask what people were searching for. This can provide a revealing insight into the search intent of your target audience.

Conclusion

It is important to ensure that the content of a website is consistent with the Search Intention of the users matches. For this, they should make sure that your posts or page is informative when people are searching for information. However, if the target audience wants to buy a product when they search, your page should be adapted for that as well.

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FAQ

What are search intentions? arrow icon in accordion
Search intentions are the intentions that users have when they search for something on the Internet. Search intentions can have different motives depending on what the user is looking for. For example, search intentions can be to obtain information on a specific topic, to find a product or service, to search for a specific website, or to navigate to a specific location.
Why are search intentions important? arrow icon in accordion
Search intentions are important in helping users find the relevant information and results they are looking for. If search engines can identify users' search intentions, they can deliver the right results, which can help drive traffic to a website. Knowing users' search intentions also helps search engines improve the search experience and increase user experience.
How do you recognize search intentions? arrow icon in accordion
Search intentions can be identified by analyzing users' search behavior and queries. Search engines can determine what a user is looking for by analyzing the search terms, search contexts, and navigation paths that users use. This information can be used to understand what a user is looking for and to provide relevant results.
How can search engines better interpret users' search intentions? arrow icon in accordion
Search engines can better interpret users' search intentions by increasing their knowledge of user behavior. This includes using natural language, learning user behavior patterns, context analysis, and using machine learning. When search engines apply these techniques, they can better identify user intent and provide more relevant results.
How can search engine optimizers identify users' search intentions? arrow icon in accordion
Search engine optimizers can identify user search intentions by analyzing search queries and search terms, monitoring user behavior patterns, and using context analysis. In addition, search engine optimizers can use a range of tools and techniques to identify users' search intentions, such as keyword and competitor analysis, search trends, search history analysis, and behavioral analysis.
How can websites leverage user search intentions to improve their rankings? arrow icon in accordion
Websites can use users' search intentions to improve their rankings by analyzing the search terms and queries that users use to get to their website. A website should use the search terms and queries that users enter to provide relevant content and thus tailor the website to users' expectations. In addition, websites can use search intentions to improve their ranking by optimizing their web design and page structure.
What tools can be used to detect search intent? arrow icon in accordion
There are many tools that can be used to detect search intentions, including search engine optimization tools such as keyword research and analysis tools, search history analysis tools, and behavioral analysis tools. There are also other tools that can be used to detect search intentions, such as search trends and context analysis tools, which can help to better understand users' motivations.
How can search intent help provide a better user experience? arrow icon in accordion
Search intentions can help provide a better user experience by helping websites deliver relevant content to users. By recognizing users' search intentions, websites can better understand what users are looking for and respond to their expectations. This can help ensure that users linger on a website and help ensure that they visit again.
How can search intent help increase conversion rates? arrow icon in accordion
Search intent can help increase conversion rates by helping websites deliver and personalize the right content for their users. When websites can identify the search intentions of their users, they can deliver better results, drive users back to the website, and increase conversion rates.
How can search intentions be used more effectively? arrow icon in accordion
To use search intent more effectively, websites should monitor and analyze user search behavior patterns to better understand user intent. Websites should also use search engine optimization tools to find out what search terms users are using and use the search terms to provide relevant content. In addition, websites should constantly optimize their web design, page structure, and content to provide a better user experience and increase conversion rates.

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About the author

Niels Stuck

Niels Stuck

Niels Stuck has 10 years of SEO experience and is the founder of the SEO agency "WOLF OF SEO". He gained practical experience by building 20+ affiliate sites alongside his marketing studies. Finally, he wrote his bachelor thesis about the influence of SEO on Google rankings, traffic and sales development in the form of a case study. Today, he specializes in e-commerce SEO and helps more than 80 companies build a sustainable organic revenue channel through SEO. Niels advises startups, established brands and corporations in search engine optimization of their online stores and primarily focuses on data-based content strategies and link building. He shares his knowledge about SEO and online marketing in this blog, as a speaker at conferences, in podcasts and as a guest author for OMT, Forbes, Starting Up and many more platforms.
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