Ascendant Content

The 4 types of SEO intent behind your website visitors search each offer a unique way to tailor your website and content to redirect them into an action that you want them to take. Designing a course of actions for them to take is commonly referred to as a ‘funnel’ when it comes to mapping your website although there are funnels for other purposes when it comes to digital marketing. Here’s the four reasons your customers are making their Google Search and how you can adapt your digital marketing to meet their needs.

1 – Informational search intent

This is usually when a customer is looking for an answer to their questions. With the recent Google update, content that answers content directly or is made with an audience in mind will now rank more highly. However this does not mean that on page SEO and keyword density is dead, as if there are a number of websites answering this question then Google can prioritise content that answers this more thoroughly. 

So how can you turn a query into a sale? Quite simply, use calls to action (CTA’s). This can be in the form of links to other articles for related subjects, which if you have written enticingly enough should generate more questions for the more inquisitive mind. You can also include links, buttons, video tutorials, contact forms or subscription forms to encourage them to take further action. The result of this is that your visitors may decide to follow your link to another area of your page, or generate referrals if you decide to engage in mutual guest posting. They may watch your video tutorial which improves your site retention time, if you embed this with a YouTube link then they can watch this without needing to leave your site. They could reach out to you directly, or subscribe where you can build an automated email campaign with set delays so you can remind them of your value or encourage them to purchase through you. It is quite common that a visitor is simply looking for an answer to a question however, so do not be disheartened if website visits do not convert into action for you. Having informational content can mean that a website visitor may remember you for the next time they wish to answer a question.

2 – Commercial search intent

Essentially, this is where your visitors are looking to investigate brands or services. By answering informational intents, you are more likely to be perceived positively here because you have already positioned yourself as an authority. Alternatively by tailoring to informational intents, you might have created an access point to your brand or service that has now led to customers being able to see your brand, services or both.

So what does this mean? Many businesses answer this question by having an ‘our story’ or ‘about us’ page. This is a very simple solution, and realistically does not work. Your brand requires a combination of digital marketing services to convey who you are, what your ethos is, the quality of your services, price, reliability and why they should choose you over your competitors. Any visible interaction or online platform you use generates a perception of your brand, so managing your content across social media, your website or marketing collateral needs to be kept consistent and positively portraying your brand. 

3 – Navigational intent search intent

This is usually when a visitor knows exactly what they are looking for. This can be your brand’s name, or keywords that you rank quite highly for. For example, Yoast SEO ranks very highly for the term ‘Google Analytics’ however often what a visitor is looking for is Google Analytics itself. A good alternative here, would be ‘Google Analytics specialists’ however this one of the most competitive search terms as most digital marketing agencies advertise this. 

4 – Transactional search intent

Naturally, all three of the other intents lead to transactional which is far more straightforward, but requires the other three to get a visitor there. Transactional intent is of course, the intent for when a visitor wants to make a purchase, but this does have other meanings. It can also be the decision to subscribe, particularly on YouTube however the transaction really depends on what your industry is. Only 3% of consumers or businesses across all industries are ready to buy, so if you’re appearing as a transactional sign its safe to say you have been researched for this. If you find website visitors are bouncing after a transactional search intent, it simply means that you don’t fit into what they are looking for from a business or in their budget range.

You can help visitors to choose you for a transaction by optimising any product pages you may have with our SEO Content Template, but there is backend SEO you need to undertake too. Check out our article on ‘What is SEO?’ You can also advertise across social media to encourage visits to your online shop or services page. For services, you will need to create a funnel to ensure that a prospective customer converts. The easiest way is to ensure there are plenty of contact options on each service page. 

There are plenty of SEO software websites you can use to decipher what the intent of your website visitors is, but should you require any assistance please reach out to us on the contact form below.