Seo business

What is user intent? Understanding User Intent for CRO and SEO

What is user intent?

User intent goes beyond keywords to describe what a user is looking for when they turn to a search engine. User intent tells us the reasoning behind the keywords and phrases the user chooses. Search queries fall into three types of user intent:

Information: Users are looking for information. These are users who want to know something.
Navigation: Users try to access a particular website. These are users who want to go somewhere online.
Transactional: Users are ready to make a purchase or perform another specific type of online activity. They are users who want to do something.

User intentor what the searcher is looking for when they search in Google or another search engine, play an important role in your SEO and conversion rate optimization (CRO) efforts.

A solid understanding of user intent guides proper keyword selection and targeting.
● Knowing the user’s intent at all stages of the buyer’s journey allows you to create content to target them at each stage.
● By mastering user intent, you focus on serving your readers well, which increases the chance of conversion.
● When you gain user intent, SEO and CRO come much more naturally. Focus on your user, and the rest will follow.

Too often SEO seems to focus on numbers and metrics. While these elements are essential in helping us gauge our success with a strategy, they are not the only elements that matter. Focusing on user intent triggers both SEO and CRO for higher ROI, simply because they both have the end user in mind.

What can we learn from user intent?

User intent tells us what our customers want. It’s mostly a question of marketing. When we focus less on the keywords we should be targeting, and more on how to serve our website users/customers, that is where we will succeed.

How does Google handle user intent?

Google manages user intent by looking at the meaning of the query. Take, for example, when someone searches for “Apple”, they are looking for either information about the fruit or about the company. Google uses the other words and phrases in the query to determine what the user wants more information about and then displays the relevant results.

To ensure your content is categorized accordingly, you can use topic modeling to help you create your content. High-quality content ensures you’re hitting on all the other related content that Google expects to see for a query and helps them separate fruit material from Apple product content.

Apply user intent to your digital strategy

Before you do anything else, you first need to know which search queries are driving traffic to your website. One of the easiest ways is to view your Google Webmaster Tools reports. To do this, navigate to Search Traffic > Search Queries.

Once you know which search queries are driving traffic, you can take a closer look at the user intent behind each one. Rank them according to their position in the three types of queries. Don’t worry about navigation or check-out questions because, from an SEO perspective, you’ve already earned them. Focus your efforts on know/information requests and do/transaction requests.

Make sure the queries and user intent match the type of content you provide.

Introduce conversion optimization techniques based on user intent. After creating content that matches the user’s intent, develop calls to action to fulfill that user’s desire. That way, when people come to your site, regardless of the intent of the query that brought them there, you’re meeting their needs.

Information requests

When you have information requests, be sure to provide informative results. People here aren’t looking to buy anything, so don’t try to sell your product to them. Instead, educate them on how your products and services work and how they can help solve the user’s problem.

Navigation queries

When you have navigational queries, you won’t have to do much when it comes to conversion optimization because you’ll win the user over from an SEO perspective. But, to make sure people get where they need to go, you’ll still want to build your site with great content so you can get sitelinks to show up in the SERPs. And, you’ll need a good social presence to build brand awareness and send those social signals to Google.

Transactional requests

When it comes to transactional queries, you know people are trying to buy, so this is where you can use all the conversion optimization tactics you have. Make sure you have a purchase page for all transactional queries. In most cases, the purchase page is not technically a landing page, but it is still essential for conversions. Treat each of your shopping pages as their landing page with strong headlines, calls to action, product images, and more.

That said, transactional requests are not limited to purchase; they can refer to any level of activity. People might look for coupons to save money on a future purchase for free trials or samples. Either way, people with this intent aren’t looking to navigate anywhere and they already have the information they need, so that’s not what they’re looking for.

Create a variety of user-specific landing pages

This means that you will need landing pages for transactional queries, whether they are looking to buy or not. There’s nothing wrong with having multiple landing pages on your site just because you don’t know which page your user will land on, but you want to be prepared for any possible scenario.

Even if you only have one product, you will need different landing pages, each designed to meet the specific intent of the user. Not all of your landing pages need to showcase your products or services. If your site page doesn’t match a user based on where they are in their buying journey, your chances of conversion are slim to none.

On these landing pages, take the time to develop unique offers and calls to action based on user intent. User intent derives from the query in the search engine when they view your page. It is their intention that drives them to click on your link on the SERP and drive their actions when they see your page.

If a user lands on your page because of an information request, chances are they’re not ready to buy your ebook or sign up for a free trial of your service. (That doesn’t mean you can’t get them later, it means you have to nurture the prospect a little differently first.) Start with a smaller offer, such as a mailing list sign-up, a free webinar or report.

Continue your A/B testing efforts

Since user intent affects whether or not your visitors click on a button, you’ll want to optimize for both copy and call-to-action. Since the optimization process can be quite complex, whether you are implementing conversion rate optimization on purchase transactions or other queries, you should always use split testing to make sure everything is right. correct.

Spend time testing everything from your copy (even down to the word in some cases!), button size and placement, CTA, and more. The more you test, the more refined your landing pages are, and the more refined they are, the more likely you are to convert.