SEO Glossary: Search intent

In a nutshell, what is the search intent?

If search engine users are looking for specific content or want to perform a specific action, this is referred to as a search intention. There are different types of search intentions, which should be addressed differently.

What is a search intention?

Depending on what kind of search term search engine users enter in the search mask at Google and Co. there is a certain intention behind it. For example, they want to know what a certain foreign word is and are looking for an explanation. Or they are interested in the advantages offered by a car tire with run-flat properties.

 

The aforementioned search intention is always a search intention. It is all the more important for Google to deliver the best possible result according to the search intention in order to satisfy the user's search query. For this reason, SEOs should also think about what kind of search query a keyword is and provide the appropriate answer accordingly. This may have a positive effect on user behavior.

 

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What are the types of search intentions?

Below are different types of search intentions:

 

  • Know searches: When a user makes a know search query, they want to find out more about something. Here it is important to provide them with correct answers in the form of facts, infographics, diagrams and so on. They should also not be too complex. For example, 1-3 sentences are sufficient here.
  • Do searches: When prospects make a Do search request, on the other hand, they want to achieve a specific goal or perform an activity. This can be, for example, downloading an app or calling up a specific website. Often, prospects are looking for entertainment in the process. However, it can also be the case that there are commercial interests behind Do searches.
  • Website searches: In a targeted website search, users are looking for specific content and subpages. They don't just want to find out about a topic in general, but about a specific thing in detail. For example, they are looking for a sneaker from manufacturer XY, model XY in the color black and size 44, but it can also be a simple search, for example for the "Frankfurter Allgemeine".
  • Visit-in-person searches: This type of search intent relates heavily to users who are searching on their cell phone. In such searches, they look for specific stores, restaurants, petrol stations and ATMs in the area, for example. These search queries are therefore location-based.
  • Multiple user intent searches: A specific type cannot be defined for every search query. There are also a few that cover several different search intentions. It is difficult to generalize how to react in this situation. Accordingly, webmasters should look at the keyword and content and react according to their own judgment as to which content is best suited for which target group.

 

Why should website owners worry about search intent?

Basically, it is very difficult to address all website visitors with one's own content almost perfectly and to satisfy them accordingly.

 

Nevertheless, it makes sense to think about which search queries reach the own project and individual subpages and whether the offer fits to it. And this is where the search intent types listed above help to offer the majority of users what they are really looking for.

 

However, offering anything here by hook or by crook is not the solution to the problem either.

 

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Conclusion: What is the search intention?

It's important to think about the search intent of your website visitors. Only if you know why they searched for a certain keyword, you will be able to deliver the best and most useful results. So meet the needs of your users and your strategy will work.

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