Discovering Searcher Intent and Creating Content that Speaks to Your Customers

For many years, keyword research has been an integral component to SEO strategies. However, search engine algorithms have become increasingly complex in recent years, altering the impact and effectiveness of keywords on SEO campaigns. In particular, Google’s Penguin and Panda updates have reduced the reliance on keywords in favoring content that is useful to end users. As a result, it is more important than ever to consider searcher intent when doing keyword research and crafting your content.

Understanding Searcher Intent

Searcher intent refers to the mindset of an individual when they are conducting online searches. What are they trying to achieve from this search? Are they looking to purchase a product? Find information? Compare service providers? By knowing exactly what people are trying to accomplish, you can more effectively determine the keywords that will drive them to your website, and you can craft content that will satisfy their needs, achieving the conversions you desire.

For example, let’s imagine that you are running an Internet marketing campaign for a website that sells vinyl records. If you conduct keyword research without considering searcher intent, you may determine that the keyword term “rock music” would be ideal to target due to its high search volume and relatively low competition. However, when you also evaluate searcher intent, it becomes clear that people searching the term “rock music” are often doing so for many different reasons, including:

• To find information about specific bands or albums
• To discover touring schedules and ticket information for their favorite bands
• To learn about rock history

In addition, the broad term “rock music” may attract people interested in a wide range of genres such as classic rock, punk rock, heavy metal, alternative rock, and indie rock. As a result, a general keyword search term such as “rock music” may garner a lot of searches, but only a small fraction of these may actually be related to your service.

By considering searcher intent, you can identify keywords that more closely relate to the goals your customers are looking to satisfy. A keyword search term such as “vinyl album sales” or “buy vinyl” will most likely get a lot less traffic than “rock music,” but the people typing these search queries are much more likely to find your website useful and purchase your product.

When you accurately identify what your business provides as well as what individuals want when searching for your services, you will be able to attract a larger percentage of people that might be likely to consume your product or services.

Categories of Searcher Intent

There are essentially four different categories of searcher intent:

• Navigational – These searches are performed to reach a specific website, often when you do not know the exact URL. The average value that can be achieved from navigational searches is typically very low.

• Informational – These searches can cover a wide range of topics and are typically performed to gather information on a particular subject matter. In most instances, the information is the end-goal, and there is no future purchase in mind. Informational searches give you an opportunity to build your company’s brand or attract inbound links, and they provide moderate value to your business.

• Commercial – These searches are performed to gather information that will assist with a future purchase. Commercial searches give you an opportunity to influence a future purchase decision, compel someone to become a member, or add their email to your list. They provide high value to your business.

• Transactional – These searches are performed to complete a task or finalize a purchase. The transactions don’t necessarily need to be financial in nature. They can be for tasks such as obtaining a free trial account or contacting a service provider to schedule a consultation. Transactional searches provide the highest value to your business.

Using Searcher Intent to Craft Content that Resonates

Attracting visitors to your website is only part of the goal of Internet marketing. You also want to convert these visitors into customers. Evaluating searcher intent helps you achieve both of these goals.

When crafting content for your website, you should always strive to provide information that satisfies the intent of the person visiting your site. There are many options to achieve these goals. In order to be most effective, you should choose types and styles of content that will most effectively address the unique needs of your searcher’s intent:

• Navigational – These searches are difficult to obtain value from unless the person is directly targeting your business. While the goal for these searches should be to redirect the user to informational content, the reward from this strategy is often not worth the expenditure of time and resources.

• Informational – Informational searches are most effectively addressed using articles, videos, images, infographics, and other forms of media which provide a balance between education, information, entertainment, and inspiration.

• Commercial – Commercial searches are most beneficial to your business when you can generate engagement with the individual visiting your site. This can be accomplished by providing multiple avenues which build an ongoing relationship and increase opportunities for conversions down the road. Consider offering free information such as eBooks, whitepapers, feed subscriptions, or a series of specialized articles addressing their needs.

• Transactional – These are your most valuable searches, and you must make it as easy as possible for individuals to complete their desired transaction. On-site engagement opportunities, conversion funnels, and easy-to-use forms are great ways to make the most out of these visitors.

By understanding searcher intent and using it to guide your Internet marketing strategy, you can effectively target keywords that will drive more valuable traffic to your site and craft content which will meet their needs. Ultimately, this is the best way to increase conversions and grow your business.

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