Evaluating people and their searches help determine where they are in the buying process. It provides information like what they are looking for and what problem they are looking to solve. This concept is referred to as search intent, and Google heavily relies on it. A website that fulfills your customers' needs will increase customer satisfaction and generate more website traffic. Today we are diving into search intent and how It can be used to target consumers.  

CATEGORIES OF SEARCH INTENT

• Navigational search intent
• Informational search intent
• Transactional search intent
• Commercial search intent

These categories provide context into what the user is looking for and where they are in their buying journey. For example, informational search intent is when a user is getting to know your brand. As the potential customer gets closer to purchasing, they’ll have transactional search intent. It’s important to utilize specific tactics here, so you don’t affect your SEO strategy in the process.  

NAVIGATIONAL

Navigational search intent is when a user is looking for a specific location or website. This information should be easily accessible in a Google Business Profile. To target customers with navigational intent, make sure your contact information and location are updated and on your website.  

INFORMATIONAL

Informational search intent means that the user is looking for more information. Many Google queries come from informational searches. Look at how users are searching and use that to guide targeting. Use keywords that match common queries and make information easy to read. Incorporating descriptions, lists, and visualizes helps with this.  

 TRANSACTIONAL

Transactional search intent indicates that the user wants to take action, such as making a purchase or signing up for an event. To target these customers, you need to know what action you want them to take. Then you can use keywords to increase website visibility and improve the conversion process.  

 COMMERCIAL

Commercial search intent is the search that takes place before the final decision phase. This is when users will compare products and narrow down their decision. You want to provide content that highlights the product, good reviews, or other credible information that will encourage the consumer to convert. The biggest way to drive customers to your website is by understanding their intent and catering to it. Search intent is a key part of the SEO strategy. When the approach is done correctly, it can increase website traffic and conversions. Fusion One Marketing is a full-service digital marketing company headquartered in Birmingham, AL.  Fusion One specializes in Local SEO, Social Media Marketing, Pay Per Click, and Website Designs. Fusion One Marketing was created in 2011 with its main focus on helping small and medium businesses navigate the digital marketing world. Our goal for businesses is simple “More Calls – More Businesses”. For any questions about this info or the services we provide, please contact us for your Free Digital Consultation.