Every person begins an internet search with a goal in mind. The goal could be to find out their favorite actor’s age, or it could be to schedule HVAC service for a faulty water heater. Others might be on the hunt for a specific website, such as a local retailer or a popular social media platform.  

Understanding user search intent can open a world of opportunities when it comes to online marketing. SonicSEO.com understands how multi-faceted internet marketing truly is, which is why we look beyond technical and SEO practices. Drilling down into search intent provides a wealth of information, which can be used to craft a compelling online marketing campaign that gets results.

What Is Search Intent?

In general, there are three types of search intent that are useful for internet marketers:

  • Transactional – Transactional searches are specific in nature, as the user often is looking for a product or service to be purchased immediately. Follow up sales are likely with transactional searches, which makes them extremely valuable to marketers.
  • Navigational – Navigational searches are also highly specific; in fact, many contain the exact name of the website the person is on the lookout for. Optimizing for navigational intent can be tricky, since the search terms used are so specific.
  • Informational – Informational searches may involve definitions, topics, entertainment, and virtually any other subject imaginable. Informational searches can also involve products or services, but at this stage a consumer may only be compiling information for a future purchase.

How Can You Leverage Search Intent to Your Advantage?

Because people using transactional searches are so close to making a decision, it’s a good place to focus marketing efforts. Certain page elements are essential in this case, particularly calls-to-action. These are snippets at the bottom of a webpage that provide clear instructions on what actions to take. You also want to make it easy as possible for consumers to take these actions. For instance, if you want to direct a visitor to a secure checkout on your site, it should be relatively easy for a person to navigate there.

With an informational search, make sure your website contains useful information to attract visitors. Posting how-to articles that relate to some aspect of your brand provide valuable information to readers. They also establish your company as an authority in your industry, which increases consumer confidence and makes a commitment more likely. Relevant search terms and phrases should also be used in page titles and meta descriptions, so visitors know the content of a webpage immediately.

We’ll Use Search Intent to Your Advantage

Our team at SonicSEO.com combine different approaches to boost your presence online. Along with search intent, we’ll also employ quality custom web design and practices to present your business in the best possible manner.

Let’s sit down and discuss your internet marketing goals. Contact us today to schedule a consultation so we can get to know your business and your brand.

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