Good content impacts the results of your site or blog in search engines like Google, but you have to go beyond good text to ensure good search performance. It is necessary to understand the search intent of Internet users.
Google’s algorithm is constantly improving and is not just based on keywords to indicate whether certain content is relevant or not. O digital marketing becomes more and more humanized and concerned about users.
Interpret the meanings and objectives of a search and choose content with good user experience are important aspects for a text to be well classified.
Analyze the questions you ask yourself nobody fact, what answers it looks for and how it relates to the keyword in your text will improve your SEO and therefore benefit from your publications on search engines.
What is the research intent?
Search intent or user intent is what the user expects from a Google search.
During an online search, the user already has an expectation of results which will be found in front of the question or the phrase he has entered in the search bar.
See this example: By typing “how to make a portfolio”, the Internet user expects to find tips and tutorials for making his own portfolio. If the search was “buy a wallet”, the expectation would be for wallet offers on several different sites.
If in the search “buy wallet” there was an offer for a backpack, this would probably not have good results because the searcher would not be interested in this product.
There is an intention of what will be found from the time the search exists. This intention is what guides the results the tool will present to the user, such as a prediction of what to expect to see when asking or requesting information about something.
What are the main types of research?
To identify the search intent of users, it is necessary to understand that there are different types of searches that a person can perform. The main types are navigation, informational and transactional research.
Navigational search occurs when the user wants to find a specific website or address. He usually types the brand name as a shortcut to this link.
Information is research for the purpose of obtaining information, removing doubt or knowing more about something.
Transactional research is performed when there is an intention to convert. Internet users are already interested in buying, so their research is focused on finding the best options for their conversion.
Why is it important to identify the user’s search intent?
Keywords play a fundamental role in improving the search results of any given content in online search engines, but it is important to understand that we are not just dealing with the algorithm of these platforms. , but also to people.
The unique strategy of listing a keyword for your text serves the search engine, but does not analyze the human way these searches actually take place.
Over time, the need to balance robotic technology and user experience, and thus provide the precise answer that Internet users really expect when they have a question or want information, has emerged.
Google has improved its algorithm to understand the meaning of searches performed by users and their objectives. The word and word combinations indicate the behaviors and repetitions that occur during a search.
Identifying the search intent involves studying the person behind the search tool. Your SEO strategy will improve if you focus on the character’s search intent and come up with content that is a good match for the search terms.
A content production will contribute to the organic traffic of your site because objective answers and information will be provided, which will show the Google algorithm that your text deserves a better position on the pages of the platform.
How do you identify the search intent behind a keyword?
Use keyword tools
Tools like the Google Keyword Planner they report keyword ideas with good results and the average number of searches for each, plus they can make comparisons between similar keywords.
Thanks to these options within the tool, it is easier to observe the main problems and questions that are most present in the minds of the users. You can choose the keyword that will bring the expected result with more precision.
Analyze the Google results page (SERP)
SERP, acronym in English for Search engine results page, is the page from the Google results and this is where people can find the articles on your website or blog.
A very interesting point is that Google’s own search engine can clearly convey the search intent of a search. By placing your content keyword in the tool, it will be possible to visualize a series of results.
You’ll know how to design your content to match the other results found, and you’ll know more precisely what the person using that keyword will be looking for.
Check out Google’s suggestions and related searches
When you type in the search box, the site suggests other searches that are frequently searched based on the terms you used.
It is possible to observe each of these suggestions and see which one makes the most sense and which bring results more in line with the content of the text.
Another way to better identify search intent is to do related searches. They appear at the bottom of the search page and show other combinations of words and phrases with the same term.
Bet on Google Trends
O Google Trends is a tool that aims to identify search trends on certain search terms.
You can find out which topics and related searches, which regions search this term the most, when it was more or less relevant, and customize your search by selecting specific topics and categories.
Focus on the behavior of people on search engines
As important as keywords are for SEO, understanding what the search intent is of people using those keywords will help build more objective texts based on what the user actually expects to find. .
This identification of the search intent makes it possible to rank your site on Google because the algorithm understands that your publication meets the user’s expectations and provides answers to the questions asked on the platform.
Remember, the keyword is a great way to uncover search intent, as you can use tools like Keyword Planner or Google Trends to identify results for your chosen terms.
Searching the Google page itself also helps you find top results, related searches, and search suggestions that will guide your analysis of your Google persona behavior.
If you’re ready to analyze users’ search intent and want more tips to show up in surveys, check out the post where we give plenty of tips for how to appear on google.